Renaissance of European River Cruising

By ANDY HARMER, SVP, Membership, & Director, UK & Ireland, Cruise Lines International Association UK & Ireland

River cruising in Europe is undergoing somewhat of a renaissance, with new ships, younger passengers than ever before, and exciting new itinerary options. Thanks to rapid growth seen in the sector in the past decade, the days of river cruising being a marginal part of the cruise industry are over.

And given the investment made in new river ships in recent years, it is no surprise that one-third of all river ships currently in service have been built in the past 10 years, and more than a quarter in the past five

years. With more on order for coming years, the sector’s new lease of life is set to continue.

Europe is the largest global destination market, accounting for almost 90 percent of all river passengers. Rivers including the Rhine, Rhone, Danube, Elbe, Main, Po and Saone form the backbone of majority of itineraries.

Key to the ongoing success of river cruising is the industry continuing to work hard to change perceptions of taking a river cruise. The fabulous new ships have cabins with balconies, as well as light and airy restaurant and bar areas for travelers to enjoy. Many have onboard amenities, including swimming pools, spas and cinemas, and the introduction of interconnecting cabins means it is now more of a practical choice for family travel of all generations.

Many new river cruise ships have fleets of bikes on board to allow passengers to explore cities, either on a guided cycle tour or simply riding the streets and exploring on their own. Giving passengers these sorts of relaxed and informal options, alongside more traditional excursions, is at the heart of the rejuvenation of the European river sector.

One trend coming through for 2018 is the rise in European river cruise bookings from Millennial travelers. This is largely being driven by the appeal of traveling on smaller ships, and having the opportunity for a more experience-led holiday.

Spearheading this is the launch of U by Uniworld, a river cruise brand launching in mid-April aimed strictly at those under 45. Its two ships, called A and B, will offer nine itineraries on the rivers of Europe, stopping in some of its most popular cities. Onboard activities on offer include silent discos, mixology classes, wine-and-paint sessions; day excursions open to travelers include a club night in Amsterdam, street-art tours in Paris and kayaking in Bamberg, Germany.

Of course, more than any other age group, Millennial travelers are highly social media savvy and love to share their travels online, which is of course great news for the wider river cruise industry.

Innovation is key for the European river cruise market, and the launch of U by Uniworld is just one example of a huge wave of innovation sweeping across the whole industry. And to help showcase that innovation, CLIA holds a number of river events each year for travel agents to immerse themselves wholly in the sector, from Ho Chi Minh in Vietnam in April to a European river event in November.

These are exciting times, and by being increasingly inclusive and broadening horizons, the river cruise industry has a great future ahead, by engaging with different demographics.