Over the course of 2022, the river cruise industry put pandemic pauses squarely in the rearview mirror, announcing, christening and officially inaugurating an impressive number of new vessels.
The outlook remains positive as the year draws to a close, with European Christmas markets — one of the industry’s most popular itinerary offerings — reopening in greater numbers and river levels rising to support cruise travel without further interruption. And, in 2023, the industry is set to ride the wave of momentum with a variety of exciting new developments.
New River Cruise Ships
The pace at which new riverboats are coming online both in Europe and other global destinations is slowing a bit for 2023 (before picking up again in 2024 and 2025), but that’s not to say there will be a lack of new vessels.
In Egypt, for example, Viking will introduce Viking Aton — a sister ship to Viking Osiris — next year along the Nile River, sailing its Pharaohs & Pyramids itinerary.
For those clients looking to stay closer to home, on the other hand, American Cruise Lines (ACL) is set to introduce its American Serenade in early 2023 on the Mississippi River; the ship will be part of the line’s Studio Dado-designed modern series. Two more ships — American Eagle and American Glory — will also arrive for the domestic line as the first two of 12 planned coastal catamarans capable of traversing both rivers and lakes for unique waterway combinations.
ACL’s two coastal catamarans will sail both rivers and lakes.
Credit: 2022 American Cruise LinesFresh Itineraries for 2023
Among ACL’s unique combined sailings for 2023 is its eight-day San Francisco Bay voyage, which extends to the Napa River and the San Joaquin River. The brand’s 15-day National Parks & Legendary Rivers route, meanwhile, will include a bonus land portion, navigating five states, three parks and two rivers.
American Queen Voyages (AQV) is also unveiling new U.S. options for 2023, including its Kentucky Derby Cruise, complete with available VIP tickets to the popular equestrian event. The line will additionally offer an extensive new 23-day trip from Minneapolis to Pittsburgh (AQV’s longest itinerary ever), sailing a total of 1,772 miles and hitting 22 ports onboard American Countess.
In Europe, AmaWaterways is taking the elongated trip concept even further by debuting a trio of 45- or 46-night Seven River Journeys across 14 countries, with a choice of more than 130 complimentary excursions. The trip takes place onboard multiple vessels in the fleet, all with seamless transfers and extra included laundry service and gratuities.
Meanwhile, Uniworld Boutique River Cruises is gearing up for a pair of new Mystery Cruises in 2023, where guests only know the points of embarkation and disembarkation and the overall trip duration, with surprise tours and events along the way. Uniworld will also reach further ashore with new cruise and rail circuits showcasing train travel on the Maharajas’ Express in India.
Uniworld passengers can ride the Maharajas Express train in India.
Credit: 2022 Jennifer KnottFor Tauck, expansion comes by way of its Douro program, where it recently expanded to the family market, as well as on the Seine, where it will redeploy its Esprit riverboat in 2023 to meet increased demand on less-frequented waterways.
“For 2023, one of the things we’re continuing to see is the ongoing maturation of the river cruise market,” said Julia O’Brien, vice president of marketing for Tauck. “As more and more river cruisers have already experienced the ‘classic’ rivers — namely, the Danube and the Rhine — we’ve been expanding and adding new experiences on other rivers.”
For 2023, one of the things we’re continuing to see is the ongoing maturation of the river cruise market.
Highlighting the Rhone, Riviera River Cruises will offer a new 10-night sailing roundtrip from Lyon, France. Traditional points of interest will encompass Burgundy wine country, Avignon and Pont du Gard, as well as Port-Saint-Louis-du-Rhone, a unique spot where the river approaches the Mediterranean Sea.
And, to not completely forget the Rhine (and Moselle), Scenic Luxury Cruises & Tours will offer a new eight-day journey to Germany, France, Switzerland and Luxembourg in 2023, touting a private classical concert at the UNESCO-listed Liebfrauenkirche church in Trier, Germany.
Rounding out the options on classic rivers will be Avalon Waterways’ new Active & Discovery cruises on the lower Danube, as well as on the Seine and Moselle rivers — effectively placing its signature mix of exploratory and energetic excursions on all the waterways it sails.
River Cruising's Evolving Market Positioning
Offering more inclusions than their ocean counterparts, river cruise lines automatically transcend the mainstream standard market to fit into premium, upscale and luxury categories. But there may be a shift happening in how the product is categorized.
Positioning such brands as upscale and above is an increasingly subjective affair, especially as market boundaries begin to blur. This is exactly why many lines now actively avoid employing the overused term “luxury.”
“Luxury is no longer defined by amenities alone,” said Pam Hoffee, president of Avalon. “Instead, it is defined by choice and possibilities. [It’s about] travelers feeling empowered to do what they want, when they want and with the ease they want — with everything taken care of for them.”
Avalon is expanding its Active & Discovery options.
Credit: 2022 Avalon WaterwaysSimilarly, calling a well-priced river cruise line a “value” brand is not nuanced enough.
“Emerald Cruises is often confused as a ‘value cruise,’ which is not accurate,” explained Ann Chamberlin, vice president of U.S. sales for Scenic and Emerald. “Emerald river products are solid in the premium sector and are edging into the upper-premium market with nicely included options.”
In describing Riviera’s positioning, Marilyn Conroy, the line’s executive vice president of sales and marketing in North America, says: “We’re at the top of the premium category with less-than-premium pricing. Luxury often feels misused and vague, or overlaps with upscale. While we don’t say Riviera is luxury, we do say we’re luxurious.”
Ultimately, it’s how agents choose to convey each river cruise brand to their clients — and what inclusions customers specifically seek — that defines them. And there continues to be an option for just about every personality and budget, with 2023 poised to be the year even more travelers discover their own personal favorites.
