LETTER FROM THE EDITOR ...................................................................... 3
KEY FINDINGS ................................................................................ 4
INTRODUCTION ............................................................................... 6
METHODOLOGY ............................................................................... 7
TRENDS IN RIVER CRUISE SEGMENT ............................................................. 10
ADVISOR DEMOGRAPHICS ..................................................................... 31
TRAINING NEEDS ............................................................................. 38
AFFILIATION MATTERS......................................................................... 40
CONCLUSION ................................................................................ 43
TABLE OF CHARTS
1: Do You Sell River Cruises...................................................................... 10
2: Average Length of River Cruises ................................................................ 11
3: Top Destinations Sold for River Cruises .......................................................... 12
4: Top European Destinations Sold for River Cruises .................................................. 13
5: Key Motivators for Taking a River Cruise Vacation................................................... 14
6: Client Travel Preferences for Taking a River Cruise Vacation........................................... 15
7: Top Influencers for Taking a River Cruise Vacation .................................................. 16
8: Factors Determining Clients’ Satisfaction for a River Cruise Vacation .................................... 17
9: River Cruise Sales: Past Performance & Outlook by Client Segments ................................... 22
10: River Cruise: Products Booked................................................................. 23
11: Client Budget for River Cruise Vacation .......................................................... 24
12: Lead Generation Channels for Advisors .......................................................... 25
13: Modes of Communication Used by Advisors ...................................................... 26
14: Messaging Apps Used by Advisors ............................................................. 27
15: Challenges Faced in Selling River Cruise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
16: Top Selling River Cruise Line Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
17: Supplier Support to Enable Higher River Cruise Sales ............................................... 30
18: Business Classification ....................................................................... 31
19: Agency/Advisor Position...................................................................... 32
20: Agency/Advisor Annual Gross Sales ($), 2019 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
21: Years of Travel Sales Experience ............................................................... 36
22: Annual Gross Sales by Business Type, Years in Business and Advisor Age .............................. 37
23: Advisor Training: Preference by Formats ........................................................ 38
24: Advisor Training: Preferred Training Programs ..................................................... 39
25a: Trade Association Affiliation, U.S. Advisors ...................................................... 40
25b: Trade Association Affiliation, Canadian Advisors .................................................. 40
26a: Agency/Advisor Affiliation by Consortia & Host Agency Brand: U.S. .................................. 41
26b: Agency/Advisor Affiliation by Consortia & Host Agency Brand: Canada ................................ 41
TABLE OF CONTENTS
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INTRODUCTION
A niche segment, river cruises took a major hit during the pandemic. The segment has seen a slower
recovery than expected. One main cause has been the heat wave in Europe this year which left some of
the major rivers such as the Danube and Rhine with low water levels. Added to this is the political tension
in Eastern Europe.
However, there is an upside.
Research shows that the industry has seen new advisors enter the market in the last two years. There has
also been a significant increase in the number of advisors starting their own independent businesses. The
survey also shows that longevity in the industry pays off, with older, experienced advisors bringing in
more river cruise sales. Experience also helps them sell longer vacations to their clients.
Independent contractors (ICs) are bringing in newer clientele, including millennials who have until now,
not been on the river cruising radar. The hope is for nuclear families and multi-generation families to look
to river cruising in the future, much as affluent and seniors do at present. How these demographic trends
play out in the long term will be interesting to observe.
Suppliers need to support the growth of new entrepreneurs and experienced advisors dealing with new
technology, with training programs that address their specific needs. While word of mouth and returning
customers continuing to drive the growth of the industry, social media must be harnessed to create
moments of inspiration for river cruising. Improved back-end operations, and more educational content
for advisors will equip them to forge better relationships with clients.
2
https://www.nytimes.com/2022/08/29/travel/river-cruises-drought-europe.html
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