60% of Travel Advisors Are Seeing Increased Demand for River Cruising

According to recent research, interest in river cruising continues to grow among travelers. In a survey of more than 250 travel advisors — part of TravelAge West’s Need to Know series — 60% report seeing increasing demand among clients. When compared to 2019 sales, more than half (52%) say that bookings have increased, while 40% say they have stayed the same.

The steady rise in demand points to a growing appreciation for this more laid-back, yet richly rewarding, mode of travel.

“River cruising offers a unique blend of relaxation and adventure, providing an intimate travel experience that larger cruises can’t match,” said Christina Vieira, founder and lead travel planner of Showcase the World Travel. “Guests can enjoy exploring quaint towns, soaking in stunning landscapes and experiencing cultural immersion without the hectic pace of other travel styles. The steady rise in demand points to a growing appreciation for this more laid-back, yet richly rewarding, mode of travel.”

Over a third of advisors (38%) surveyed say they sell river cruises “frequently” or “very frequently,” with most (69%) saying it makes up less than 25% of their overall bookings.

Itineraries and destinations are the top factors (55%) when clients are choosing a river cruise, followed by price (35%). Price was also noted as the top hurdle to selling a river cruise (45%).

Most advisors (55%) feel there is enough industry education on river cruising.

Advisors have the most influence in how clients pick a river cruise line (51%), followed by word of mouth (26%) and advertising/marketing (16%).

“When it comes to river cruises, many consumers might only be familiar with one mass-market brand, thanks to their relentless advertising campaigns,” Vieira said. “These commercials and magazine spreads often overshadow other exceptional cruise lines that deliver unique experiences and personalized service. As travel advisors, we know there’s a whole world of river cruise options beyond the heavily marketed choices, and fortunately, travelers are coming to us and are open to other options.”

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Vieira said that she prefers to work with companies that understand that advisors are the bridge between consumers and unforgettable experiences.

“I love working with river cruise companies that truly value the advisor relationship over flashy marketing campaigns,” she said. “These lines appreciate that we bring a personal touch to the booking process, and they trust us to match clients with the right itinerary, ship and stateroom.”

Once a client experiences the ease and charm of river cruising, it would be extremely difficult to go back to the stress of traditional sightseeing.

According to the survey, the top rivers are the Danube, Rhine, Seine, Mississippi and Nile, and couples are by far the top customers for a river cruise (68%). 

In a testament to the quality of the river cruising experience, most advisors (53%) say that first-time cruisers “very often” book again on another cruise.  

“Once a client experiences the ease and charm of river cruising, it would be extremely difficult to go back to the stress of traditional sightseeing, with its unpacking, packing, pulling suitcases through cobblestone streets and staying at a different hotel every other night,” Vieira said. “Clients who experience the unique intimacy, top-notch service and immersive cultural experiences that a river cruise offers become hooked. This high return rate also underscores the importance of travel advisors in creating memorable first experiences, knowing it will likely lead to future bookings and lasting client relationships.”