industry forecast â?–
cindy bertram
A Viking Longship in Passau, Germany
River Cruise Industry
Looks Ahead to
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nce a small niche, the river cruise industry has evolved into a mainstay and continues to blossom with new ships, amenities and upgrades. In fact, calmwater cruising is booming. Cindy Bertram of Leisure Group Travel spoke with several river cruise industry leaders to get insights on how river cruising is evolving, why it’s a prime market for groups, extra features and distinct selling points. Participating were Timothy Beebe, vice president, marketing, American Cruise Lines; Patrick Clark, managing director, Avalon Waterways; Richard Marnell, vice president marketing planning, Viking River Cruises; Rudi Schreiner, president, AmaWaterways; and Guy Young, president, Uniworld Boutique River Cruise Collection. Cindy Bertram: What are key differences between the river cruise experience and ocean cruising that 20 December 2011
Solid Growth group leaders and planners should be aware of? Timothy Beebe: There are several key differences. First, river cruises take guests to unique ports and river towns often inaccessible by other transportation. Due to the smaller size of river cruise ships, the vessels often are able to dock right in the heart of town, with no ushering back and forth on smaller boats from ship to land. Ocean cruising is provided mostly by larger ships. When docked, cruise ship crowds dominate the areas visited; the oversaturation takes away from the true experience of the location visited. River cruising is also extremely calm as the ships cruise calm rivers and inland waterways.
Patrick Clark: River cruises offer an all-inclusive way to explore a destination in comfort. Ships dock in the heart of villages and cities on the rivers, providing easy access for experiencing included shore excursions and exploring sights, dining with locals and enjoying the culture. The majority of Avalon staterooms include floor-to-ceiling sliding glass doors/French balconies and the amenities of an upscale resort room. Guests have a wide range of dining options onboard with complimentary choices of wine, beer or soft drinks with dinner. There is nightly music and also local entertainment on selected evenings. Richard Marnell: The cruise concept is the same for both; unpack once LeisureGroupTravel.com
CRUISE INDUSTRY PANEL
PaTRick claRk
Guy younG
RichaRd maRnell
Avalon Waterways
Uniworld Boutique River Cruise Collection
Viking River Cruises
TimoThy BeeBe
Rudi SchReineR
American Cruise Lines
AmaWaterways
Group planners should also know about the features that make our river cruises a great value. We not only offer complimentary daily shore excursions tailored to passengers’ desired walking tastes, but provide complimentary instateroom Internet access, first-run Hollywood movies and a virtual PC; complimentary Wi-Fi throughout the ship for those passengers who wish to bring a laptop or smart phone on board; complimentary bottled water, specialty coffees, wine, beer and soft drinks with
dinner; and guided bicycle tours in a number of destinations. Guy Young: Guests are constantly surrounded by beautiful scenery. There is no tendering into ports because ships dock in the heart of the destination, another distinct advantage. The river cruise experience is more inclusive. At Uniworld Boutique River Cruise Collection, for instance, all meals on board and wine with dinner are part of the experience. In 2012, free Internet, complimentary bottled water in the staterooms, and 24-
and sail from port to port. The river cruise experience, however, combines the comfort and convenience of cruising with the ability to visit and explore ports that are not accessible by ocean ship. The ship is the floating hotel, transporting guests from cosmopolitan city to quaint riverside village, with ever-changing scenery all day, every day. The ships are smaller, more intimate, where guests can enjoy the camaraderie of like-minded travelers. River cruising also takes guests to a new port every day, and sometimes two in a day, where they can tour the city or explore on their own. Plus, a Viking River Cruises trip is all-inclusive—accommodations, meals, tours, port charges and more. Rudi Schreiner: Probably the biggest difference is size of the vessels. We are definitely a more intimate experience, carrying approximately 150 passengers on our European ships, as opposed to thousands on most ocean vessels. Our ships journey across the heart of Europe, docking a few steps away from historic sites. This allows for a very immersive cultural experience, quite different from the typical ocean cruise experience of a large industrial port. LeisureGroupTravel.com
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industry forecast ❖ hour specialty coffees and teas will be included, and most importantly, complimentary shore excursions. Overall, the river cruising provides an intimate experience – we have an average of 130 passengers on board. Bertram: Who is the ideal river cruise guest today? Also, average age? Beebe: Today’s river cruiser spans a variety of age groups depending on cruise line, destination and itinerary, but tends to be slightly older in age (45+), affluent, well-educated and well-traveled. Most are avid cruisers, having “graduated” from the contemporary mega-ship lines, and are looking for a more enriching, personalized and intimate experience. Although American Cruise Lines passengers tend to be older in age (55+), we have seen an increase in younger and multi-generational bookings.
Germany’s Rhine River enchants passengers on the Avalon Panorama.
Clark: It is an experienced traveler with reasonable affluence and most likely a past ocean cruiser. The average age has not changed (typically 50- 70). We do, however, see younger clients on shorter, four- to seven-night itineraries and choosing theme cruises such as wine/food, music/jazz or art in France. Marnell: The river cruise guest is 22 December 2011
typically a bit older, averaging 55+ years, well-educated and interested in the destination. They enjoy seeing, exploring and discovering new sights, learning about cultures, and have an interest in the history, arts and culture of where they are traveling. The age range has stayed similar through the years and may have dropped slightly as the baby boomer generation has become more active river cruisers. Schreiner: Anyone can be an ideal guest; we really do attract a wide range of ages and interests. Most of our guests are well-traveled and many have experienced ocean cruising before. We also attract land tour clients who appreciate in-depth cultural tours, but don’t want to be in a motorcoach all day and a different hotel each night. Our cruises in Europe are attractive to younger cruisers – we offer Active Walker options on many of our shore excursions and have free bikes. Young: Our core river cruise client today is 55 years old and over. Many are retired or empty nesters who travel extensively. Ninety percent of all river cruisers are previous ocean cruisers. Bertram: We’ve seen more river cruise ships being built. What does your line have coming up? Also, what are new features and innovations onboard? Beebe: American Cruise Lines’ brand new 140-passenger authentic sternwheeler, Queen of the Mississippi, debuts Aug. 11, 2012. Her inaugural cruise from New Orleans to Memphis brings back the first brand-new overnight paddlewheeler on the Mississippi in nearly 20 years. Queen of the Mississippi will boast 75 passenger staterooms larger than those on any former Mississippi riverboat, spacious private balconies and all of the amenities today’s travelers expect, while maintaining the elegance and traditional Victorian appearance.
Queen of the Mississippi will operate over the entire Mississippi River system with the option of cruising at significantly higher speeds to make more itineraries possible than ever before, longer visits to river towns and less night traveling. A number of unique seven-, 10-, and 14-day cruises are planned, taking passengers as far north as St. Paul on the Mississippi River and as far east as Pittsburgh on the Ohio River. An authentic paddlewheel supported by Z-drive assist makes for a quicker, smoother and more environmentallyfriendly cruise. The latest communication technology aboard will ensure the best in safety regulations, service efficiency and passenger satisfaction. Clark: In 2012 we are introducing two new ships in Europe and one new ship on the Mekong. In Europe, we have introduced a new class of “Suite” ships. The Avalon Panorama, christened this past May, offers 200-square-foot staterooms with a wall of glass facing the river bank and a seven-foot-wide window that opens, creating an indoor balcony with seating for four. The two new Europe ships will also be the “Panorama” class. Our ships include the “Comfort Collection” bedding, marble bathrooms and L’Occitane bath products. The Avalon Angkor on the Mekong will be a small 32-passenger ship. Due to the shallow draft, the Avalon Angkor is the only one sailing from the city center of Siem Reap, Cambodia to Ho Chi Minh City, Vietnam. But she will include the amenities that guests of Avalon in Europe have come to expect. Marnell: Viking River Cruises is embarking on a $250-million fleet development program. In 2011, we celebrated the launch of Viking Emerald along China’s Yangtze River and Viking Prestige on Europe’s Danube River. In 2012, we will be introducing six new vessels in Europe, which we are collectively LeisureGroupTravel.com
industry forecast ❖ calling the Viking Longships. Viking Aegir, Viking Embla, Viking Freya, Viking Idun, Viking Njord and Viking Odin will sail along the Rhine, Main and Danube rivers next season. Plus, 2012 will mark the last of our Russian vessels being completely refurbished. From bow to stern, the entire inside of each was reconfigured; space was
redefined offering larger staterooms, modern bathroom facilities and elegant public areas. The last of the four ships in our Russia fleet to be refurbished— Viking Peterhof—will have Suites, Junior Suites and Veranda Staterooms. Schreiner: Our brand-new, 124passenger MS AmaLotus just debuted in September, our second ship on the
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Mekong River, and boasts outside balconies in 90 percent of her staterooms. Public areas include a main restaurant serving Asian and Western specialties, Saigon Lounge, gift shop, fitness center and spa, plus a swimming pool and bar on the Sun Deck. The ship also features an English-speaking staff. In spring 2012, we’ll introduce the MS AmaCerto, our largest vessel in Europe and newest Twin Balcony ship. This innovative concept (full step-out balcony plus a French balcony) was introduced in 2010 on the MS AmaBella and is found on the MS AmaVerde. The MS AmaCerto features staterooms and suites up to 350 square feet, a heated swimming pool, multiple dining venues, glass elevator, fitness center and more. Young: In 2011 we launched the S.S. Antoinette. On the most expensive, luxurious and largest ship in Uniworld’s fleet, extra space was used to introduce new public area features (swimming pool, small movie theater, lounge on the sun deck) and larger staterooms. Topdeck staterooms have an open-air balcony with a touch window that can either be raised or lowered based on the weather. If it is raining or cool, you can simply raise the window to create an enclosed balcony area. All our ships have a unique decor theme and are decorated by the renowned design team from Red Carnation Hotels, a sister company to Uniworld. The uniqueness, original artwork and sheer beauty of our ships set us apart in the marketplace. In 2012 we are launching a new ship on the Mekong doing a Vietnam and Cambodia itinerary. In 2013 we are launching a second ship on the Mekong and will also introduce a new ship in Europe. LGT
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Our conversation with river cruise executives continues online. See the panel’s answers to additional questions at http://www.leisuregrouptravel .com?p=25857 LeisureGroupTravel.com