17%
38%
41%
45%
48%
54%
59%
59%
60%
63%
64%
69%
82%
Flexibility in itinerary
Size of cabin
River cruise supplier product knowledge
Customer support
Onboard amenities
River cruise supplier relationship
All-inclusive price
Activities
Quality of ship
Service level of staff
Value for money
Quality of food & wine
Itinerary
FACTORS DETERMINING CLIENTS’ SATISFACTION FOR A RIVER CRUISE VACATION
A cruise’s itinerary is the leading factor determining
a client’s satisfaction with the river cruise vacation,
said 82% of the advisors. Other key aspects are the
quality of food and drinks and the quality of service
provided by the staff, at 69% and 63% respectively.
One advisor gave feedback about the itinerary,
“Clients push back about having to get up so early
to enjoy the included/optional excursions. They
want to relax and enjoy the scenery (even if docked)
and not be rushed.”
Another advisor shared:
They should have a dine around plan for the port for lunch, and docents in the main
square and near the docks, to show people how to get back to the ship on their own,
so that they feel comfortable to see some of the town on their own. I really feel bad
for the ports that are so overrun with river passengers and no one has any time to
visit any of the shops or bars or bakeries.
TRENDS IN RIVER CRUISE 2024
24
|
CHART 9
26%
38%
41%
43%
62%
63%
63%
66%
67%
74%
88%
89%
92%
93%
Sold in the past
87%
83%
67%
86%
71%
71%
73%
76%
80%
76%
77%
76%
78%
78%
Plan to sell in the next 24 months
Couples
Seniors
Luxury/affluent
Empty nesters
Solo travelers
Leisure groups
Reunions
Millennials
Multi-generational family
Nuclear families
Affinity/ clubs
Students/ Gen Z
Incentive/ conference groups
Weddings
RIVER CRUISE SALES: PAST PERFORMANCE & OUTLOOK BY CLIENT SEGMENTS
empty nesters (76%) and those in the luxury/affluent
groups (77%), there is a huge interest in selling to affinity
groups (86%) and leisure (80%) groups.
In the TMR River Cruise Outlook 2022, only 59% of the
advisors said that they intended to sell to solo travelers.
This share has gone up to 76% in the current Outlook.
As solo travel rises, there is also a huge percentage of
women wanting to take a vacation by themselves. To
cater to this, Uniworld has announced its first women-
only voyage in August 2025
9
. Many cruise lines also cater
to the solo traveler with either solo cabins or packages
tailored to the solo traveler
10
.
One advisor added,
Advisors are seeing a broad appeal for river
cruising and are confident that they can sell to
clients across multiple segments. Even as they
remain bullish on couples (78%), seniors (78%),
My business is now focusing on solo
travel opportunities and companies
that support solo travelers.
9 Uniworld’s first women-only cruise, starting at $5,000 per person.
10 https://www.travelagewest.com/Travel/River-Cruise/solo-cabins-river-cruise
TRENDS IN RIVER CRUISE 2024
CHART 10
|
25