GO...UP & AWAY - JAXFAX Travel Marketing Magazine

WORLDWIDE CRUISES
River Cruises:
The New Generation or The
Americanization of River Cruises
By Lillian Africano
“River cruising has definitely taken off,” said agent Margaret
Propper of Brownell Travel, named by Conde Nast as a River Cruise
Specialist. “Many years ago, the river ships were old. Then the big
three–Uniworld (www.uniworld.com), Avalon (www.avalonwaterways.com)
and Amadeus (www.amawaterways.com)–
all got new ships, changed the product and changed the look.
Today, clients are looking for more and more luxury; they want
French balconies, suites and elevators, they want good shore excursions
and all-inclusive amenities such as wine with dinner. And,
of course, new builds.”
New builds were numerous in 2009, Tauck (www.tauck.com)
launched the Swiss Jewel; Victoria (www.victoriacruises.com),
the Jenna; Viking (vikingrivercruises.com) the Legend. Uniworld
added two ships, the River Beatrice and the River Tosca (recently
taken out of service and put into drydock due to passenger complaints
about the finishes). AMA launched two ships, the MS Amalyra
and the MS Amadolce.
Avalon christened two ships, the Avalon Infinity and the Avalon
Creativity—and announced that the Avalon Felicity and the Avalon
Luminary will join the fleet in 2010. The award-winning small ship
company will have christened five ships since 2008, bringing the
fleet to 10. Last year, Patrick Clark, managing director of Avalon
Waterways, said, “Fed, in part, by a big ship traveler base and the
fact that cruisers are looking for new, in-depth experiences, river
cruising is the fastest-growing travel style. Our new ship builds and
increased itineraries represent more than $100 million in growth to
meet increased demand.”
As if signaling the end of the “old” era of river cruising, in 2009,
Peter Deilmann Cruises, which had been offering European
cruises since 1983 withand which had a fleet of older vessels, shut
down their river operation.
The “new generation” of river cruises would undoubtedly startle
passengers who had only experienced the older product.
Though reasonably comfortable, river cruising was once fairly limited
in scope compared to ocean cruising. Now luxury river ships
offer many of the amenities, like new bed systems, alternate dining,
complimentary WiFi and elevators, once seen only on ocean
cruises.
Larry Greenman Manager of Public Relations and Customer
Service for Victoria, recalls a time when riverboats were locally
managed and had only basic comforts. “Europeans were not looking
for the same kind of amenities Americans wanted. In 1994,
Victoria began changing, aiming at the American market.”
Last year, Victoria made news with the Jenna, the world’s largest
and most technologically advanced river cruiser. The ship has four
elevators, two separate full-service kitchens, bathtubs and high-efficiency
dual flush toilets in every stateroom. “When we first conceptualized
the Victoria Jenna, we envisioned a state-of-the-art river
cruise ship above and beyond that which made our previous fivestar
vessels exceptional,” noted Greenman. “We also renovated
the Anna and the Katarina, added an elevator to the Katarina, and
launched the Executive Suites program.” With a concierge service,
VIKING RIVER CRUISES
Viking Spirit in Passau Germany
a dedicated executive lounge, business center, upgraded shore excursions,
private lectures and complimentary a la carte dining and
other services, the program was designed to create for affluent
travelers a more luxurious experience within a luxury cruise.
The new generation of cruises has occasionally been described
as “Americanized.” Joost Ouendag, Vice-President of Product
Marketing at Viking Cruises, the world’s top rated river cruise line
said: “We are actually ten years into the Americanization of river
cruising. In the beginning it was rudimentary; we simply asked ourselves
what Americans would like. For example, five or six years
ago, it was about smoking. Now that doesn’t even come up.
“It has been a process, fine-tuned to the needs of the passengers.
Yet, we always walk a fine line between providing comfort for
our passengers, and at the same time, providing a cultural experience
outside of their own, an immersion into something different.
That is the biggest difference between ocean and river cruising. In
ocean cruising, the ship is the destination. River cruising, which is
the best way to explore Europe, Russia and Asia, is like the traditional
coach tour, but much better, much more luxurious and comfortable.
After flying to the ship, you walk across the gangplank and
we bring you something new every day.”
Entertainment has been upgraded on the new generation river
cruisers. Tauck, which consistently gets high marks from travel
agents, offers artisan demonstrations, wine tastings, music provided
by professionals from area symphony orchestras and at least
one “wow” experience on each cruise–for example, a lavish banquet
with white glove service in a historic palace. The Jewel has
an elevator and fourteen 300-square-foot luxury suites with marble
bathrooms, full tubs and walk-in closets.. (Two suites on Viking’s
Legend measure 310 square feet.)
Though Viking has earned top honors, and though it has the
largest fleet of river cruises, the company is keenly aware of
the competition. Says Ouendag: “We have a very interesting,
exciting product that is constantly on the move. One year a
particular itinerary will be popular, the next year it will be different.
With an ever-changing marketplace, we cannot rest on
our laurels. Competitors and consumers keep us on our toes.
So for 2010, we are giving wine with dinner and upgrading our
shore excursions.”
Asked about the effect of recession on river cruising, he said:
“Travel is absolutely back. I’m not saying the recession is over,
and granted our prices are sharper, but that is being done in
every industry. We have cruises that are sold out for all of
2010–and we are currently selling some 2011 cruises.” Looking
toward the future, Ouendag expressed an industry-wide
sentiment: “Not everything that could be done has been
done.” Undoubtedly the companies who own or operate the
ships that cruise the rivers of Europe, Asia and beyond will be
finding ways to do what hasn’t been done in the coming years.
61 CRUISE NEWS WWW.JAXFAX.COM FEBRUARY 2010