With the average river cruise client being
well aware and well traveled, the role of the
advisor is even more important. Advisors
can play a significant role in not just guiding
the client to a cruise line more suited to their
needs (seven out of 10 advisors), but also to
guiding clients to river cruises when they were
looking at land vacations instead (more than
six out of 10 advisors).
One advisor shared, “Most clients know about
river cruising by word of mouth or by seeing
marketing such as ads on billboards, televi-
sion etc.”
Another advisor added:
STATEMENTS REPRESENTING RIVER CRUISE CLIENTS, SHARE (%)
33%
33%
30%
19%
18%
9%
56%
50%
57%
51%
56%
55%
11%
17%
12%
30%
26%
36%
They come with a general idea of river cruise lines they are
interested in and then we discuss the options
They generally aren't familiar with the river cruise lines or
ships, and they come to me for my recommendations
They come with a specific destination/itinerary/river they
want to visit, and I usually suggest a river cruise
They come with a specific river cruise line, but if I don't think
it's right, I recommend something else
They come with a specific river cruise line, and I book it
Client was exploring land vacations and I recommended
river cruising
Mostly Often Rarely
TRENDS IN RIVER CRUISE 2024
My first-time river cruise
clients need a bit more
coaching. Some think it
might be boring which is
the main concern.
CHART 12
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27
With so much emphasis on luxury and all-inclusive
vacations, it’s not a surprise that the average river
cruise client is a high spender. Nearly six out 10
advisors said that their river cruise clients were not
concerned about spending money on the vacation,
and four out of 10 advisors said that their river cruise
clients spend as much as their average clients.
CLIENTS’ BUDGET FOR RIVER CRUISE VACATIONS, SHARE (%)
58%
40%
2%
They are among my highest spending
clients, where money is not an issue
Their spending is about the same as my
average clients
They typically want to spend less than
my average client
TRENDS IN RIVER CRUISE 2024
28
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CHART 13