When it launches, Transcend Cruises will be a new charter-only river cruise line with a fleet of its own purpose-built vessels. And while that plan is set for 2025, the concept has already gained so much traction that Transcend will actually begin earlier than expected, operating in August as “Advance by Transcend” onboard one of Riverside Luxury Cruises’ Rhine Class vessels (sold off from the now-defunct Crystal River Cruises brand).
Riverside was not planning on deploying all five of its freshly acquired ships until 2025 anyway, freeing up the 110-guest ex-Crystal Mahler to be renamed Transcend Advance for the set duration.
“We are pleased to advance our customers’ needs by previewing key components of Transcend Cruises with the Advance for the latter half of the 2023 season and all of 2024,” said Matthew Shollar, founder and chief visionary officer of Transcend. “This opportunity means we are able to utilize a well-regarded, innovative luxury vessel and operate it with Transcend’s uniquely flexible charter-focused, custom-designed programming and tailored food and beverage programs. Retail river cruise demand is at an all-time high, the charter customer has fewer options, and we are happy to deliver a new solution.”
Due to the pandemic and global economic uncertainty, the newbuild process has taken Transcend longer than initially expected. But this solution is a perfect stopgap until the line introduces its own riverboat platform, according to Shollar.
Popular European River Cruises for Private Groups
“Transcend recasts proven, popular European river cruises to exclusively serve private groups rather than rely on sales to individual retail passengers,” according to the company.
That means it is only available to the group market, extending to corporate meeting and incentive planners, tour operators, affinity and alumni groups, private families, lifestyle brands, third-party agencies and other companies.
What This Means for Travel Agents
We caught up with Shollar in person at Seatrade Cruise Global 2023, where he further explained how the product is a golden opportunity for travel advisors.
“On the agency side, there are hundreds — if not thousands — of agents and agencies that are already in the charter business; they just don’t know it yet,” he said.
On the agency side, there are hundreds — if not thousands — of agents and agencies that are already in the charter business; they just don’t know it yet.
Typically, charters are locked to set dates and times to and from certain ports with very few options. In fact, Shollar himself has been in the bind of having a willing client who is unable to secure a ship, since traditional retail is still 95% of the business — leaving little room for charters. Or, rather than have a client charter a half-million-dollar yacht experience that is not accessible to everyone, Transcend offers a well-priced product for a reasonably sized group. Its purpose-built riverboats will hold up to 120 passengers in 60 identical cabins, or stateroom pairs can be combined into 30 suites for a one-to-one staff ratio with only 60 guests.
Other features will extend to a true restaurant — not just a catering hall — customized food and beverage options, and non-fixed routes. The only requirement is a three-night minimum for each itinerary. Additionally, there are no penalties for controlling shoreside experiences and not using Transcend’s tour operator, although that service is available with no markup.
“The whole structure is transparency, ease and response, and that’s 100% of our focus,” Shollar said.
Until the newbuild fleet of 10 or 12 ships (projected to roll out through 2028) begins to launch in 2025, Transcend Advance will offer a comparable product — albeit without all the group bells and whistles that will be on the newbuilds, such as customizable digital branding and audio playlists.
“So, we get, let’s say, 65% of the hardware and about 80% of the software,” Shollar said.
