Rivers Rise in Europe

North Americans fuel strong growth in the river cruise market for 2010.

Major river cruise operators agree that they are seeing a very robust 2010 in Europe, particularly from the U.S. and Canadian markets. Assured of an all-inclusive rate in dollars and the opportunity to explore Europe’s rich heritage in depth without packing and unpacking repeatedly, Americans are booking cruises in Northern Europe during the springtime and in December for holiday sailings — a reflection of a gaining trend.

To meet demand, European river cruising is showcasing new itineraries and ports, family-oriented programs, themed cruises, back-to-back sailings and new and refurbished vessels with more hotel-like features. This year, too, will be enriched by cruise extensions to the Oberammergau Passion Play — staged one year of each decade since 1634 in Oberammergau, Germany.

European sailings offer hotel-like amenities.// (C) 2010 Uniworld Boutique River Cruise Collection

Uniworld’s U.S. Bookings Grow
Uniworld Boutique River Cruise Collection president Guy Young, for one, is very enthusiastic about the 2010 season.

“Europe has been fantastic this year,” Young said, “We’re up 40 percent over 2009, with the U.S. market increasing by 60 percent. Even compared to 2008 — which was the best year ever for the company — 2010 is trending slightly ahead. We think it will be the best year ever for Uniworld.”

Young added that the company is also seeing a lot of demand for shorter itineraries.

“Our new, seven-night Springtime Along the Rhine is pretty much sold out with four departures,” he said. “We will be raising the pricing for these cruises next year.”

Uniworld’s family-friendly, nine-day cruises for the multigenerational market are performing well, too. The Castles Along the Rhine sailings between Amsterdam, the Netherlands, and Basel, Switzerland, provide such experiences as the Technik Museum Speyer with its walk-in Boeing 747 and a U9 German Navy submarine. The Paris and Normandy cruise to the area’s historic beaches includes family-friendly guided tours highlighting the Joan of Arc Museum in Rouen, France, and the Naturospace Museum in Honfleur, France. Both cruises offer 50 percent off for children ages 8 to 18 who are accompanied by an adult.

National Geographic Traveler’s recent high ratings of the Douro River Valley have stimulated interest in the area, which is also a UNESCO World Heritage Site. Naturally,
Uniworld’s 12-day Portugal, Spain and the Douro River Valley programs are benefiting. This itinerary and the nine-day Danube Discovery cruise between Vienna, Austria, and Nuremberg, Germany, are among those attracting solo travelers as the line is waiving the single supplement on some departures.

Amawaterways Sees Strong Group Business
Groups are another area where river cruise lines are seeing increases. Amawaterways president and CEO Rudi Schreiner said that the line is doing a great deal of group business, mostly with affinity groups.

“An agent can make a decent living for a season from group sales,” said Schreiner.

Amawaterways is launching the new 13-day Enchanting Rhine program, with an Amsterdam to Basel cruise and two nights each in Lucerne and Zurich, Switzerland. It also calls in Strasbourg, France, which is shaping up to be a spotlight destination for river cruising in Europe this year. This cruise will also be operated as a Rhine Winter Voyage at Christmastime.

In addition to its core fleet of ships deployed on the Danube, Rhine, Main and Moselle rivers, Amawaterways is operating a Provencal cruise on the Rhone River and a 14-day Russia cruise including multiple-night stays in Moscow and St. Petersburg at each end.

The company’s Portugal program packages three nights in Lisbon, Portugal, with a seven-night cruise through the Douro River Valley, adding another UNESCO World Heritage Site, Salamanca, Spain. Combining two hot destinations, the line’s 22-day Best of Portugal and France itinerary includes three nights in Lisbon and a seven-night cruise on the Douro with a flight to Marseille, France, and a seven-night cruise from Arles to Paris, France, where guests spend three nights.

New and Refurbished Ships Fuel Viking
Viking River Cruises, too, is finding the South of France to be particularly strong this year. Richard Marnell, senior vice president of marketing, said that one reason for the surge in popularity is that the company is offering itineraries on Viking Spirit and Viking Neptune, both of which feature hotel-style beds — a strong selling point for agents. Viking Spirit cruises in the Normandy region, while Neptune cruises in the Provence area. The two itineraries can also be sold as back-to-back cruises.

Given the cost of accommodations in Paris, North Americans may be especially interested in Viking’s Heart of Normandy itinerary, which sails roundtrip from Paris, providing time in the City of Light at each end of the trip with the ship functioning as a floating hotel. The company is also selling multigenerational cruises to the Normandy beaches and the Christmas markets, which Marnell said did well in 2009 and are selling early for 2010. On the Rhine, Main and Danube rivers, the new Viking Legend is proving to be an attraction in itself on the line’s 15-day Grand European Tour.

In Russia, Marnell said that Viking has been pleased with the response to the refurbished Kirov and Surkov and that consumers are discovering Ukraine with sailings between Kiev and Odessa.

Looking toward 2011, Viking has begun selling the 11-day Passage to Eastern Europe with an eight-day cruise on the Danube in Hungary, Croatia, Serbia, Romania and Bulgaria, and hotel nights in Budapest, Hungary, and Bucharest, Romania. The company is stimulating early sales in 2011 at 2010 prices, with a deposit deadline of March 31. Marnell predicted that prices will increase on April 1.

Viking’s bookings run about 75 percent FIT and 25 percent groups (most of which are groups arranged by agents). Marnell said many group bookings are somewhat non-traditional, such as a group of six women traveling together during the Christmas break. He said the company found that, even in 2009, occupancy was slightly above 90 percent — higher than the norm — and 2010 is shaping up to be even better.

“Space is going quickly, and people should book sooner rather than later,” Marnell said.

Milton Hugh, Viking senior vice president of sales, said the average commission, across all the company’s product, is more than $1,000 per booking — a solid incentive for agents.

Avalon Nearly Doubles Capacity
After bringing in two ships last year, Avalon Waterways is adding two 136-passenger newbuilds for 2010 — Felicity and Luminary — in order to meet increasing demand.

“Growth has almost doubled from 2009 in Europe,” said Patrick Clark, managing director of Avalon Waterways. “We’re adding more capacity where there is heavy demand.”

Such itineraries include the eight-day Romantic Rhine between Amsterdam and Basel, which Clark called a wonderful introduction to river cruising. In addition, the 11-day Legendary Danube between Budapest, Hungary, and Nuremberg, Germany, with pre- or post-cruise stays in Prague, the Czech Republic, has seen tremendous interest, Clark said.

Like other cruise lines, Avalon cited France as a “very hot” destination. The company is increasing its presence with itineraries including the Paris to Normandy Landing Beaches and a Burgundy and Provence product. Significantly, Clark said 25 percent of guests are combining the two itineraries for a Grand Cruise that takes them essentially from the English Channel to the Mediterranean.

Clark said interest is also growing in the company’s three- and four-night Taste of the Danube cruises.

“We’re also seeing real interest in themed cruises,” Clark noted. “Leading the charge are food and wine cruises on the Danube and Rhine and in the South of France.”

Additionally, Avalon is introducing a new jazz cruise departing July 5 on the Burgundy and Provence itinerary, timed to coincide with the famous Vienna Jazz Festival, and an Oct. 17 classical music cruise on the Amsterdam to Budapest route.

Tauck Offers Family And Themed Cruises
Tauck, too, is expanding the number of choices for its European river product on the Rhine, Main, Danube and Mosel rivers. Katharine Bonner, vice president of marketing and managing director of Tauck, said the company wanted to incorporate France into its destinations and has introduced a seven-night cruise between Prague and Strasbourg through the wine country of France’s Alsace region and Bavaria’s medieval cathedral cities. Two-night stays at each end add up to a 12-day program.

Family cruises are another area under development. In 2009, the line offered two family-friendly departures in Europe and, in 2010, two summer sailings are dedicated to families, cruising between Regensburg, Germany, and Budapest on the Danube. Bonner said the decision was a natural outgrowth of the company’s Bridges family product.

“It seemed a natural fit for cruising,” she said. “There are lots of active shore excursions, such as whitewater rafting where Olympians train, scavenger hunts, biking, hiking, even flying kites off the top deck, and attractions on shore like the famous Ferris wheel in Vienna.”

In addition, the line is offering two classical music-themed cruises with an onboard musicologist who explains the inner workings of classical music and the history of its most beloved composers. Additionally, guests can attend two formal concerts — one in Budapest and one in Vienna.

“The opportunities are wonderful for selling music groups, community choirs, etc.,” Bonner said.

With all of the opportunities to bring clients to the rivers of Europe, agent registration at the Web sites of cruise operators is increasing dramatically, and a substantial number are agents who have not sold river cruising previously.

“The economy has a long way to go to recover, but agents who have focused on river companies that gave them education and support are very buoyant,” Bonner said.