While river cruising is often thought of as a service best suited to older customers, river routes also target younger and multigenerational groups in a variety of ways, including AmaWaterways' partnership with Adventures by Disney, Consider the Tauck Bridges itinerary).
As a Millennial who enjoys river cruising myself, I was curious to see if travel advisors from this generation were selling this product to their peers. I asked 41-year-old Danny Genung, CEO of Harr Travel and his YouTube influencer in the cruise industry, for his take on the matter.
Credit: 2024 Harr Travel
What has the experience been like selling river cruises compared to ocean cruises? What percentage of sales are from river cruises?
River cruises are generally more comprehensive and virtually everything is usually included, so much of the planning will revolve around the pre-cruise or post-cruise components. [in the fare of] river cruise.
River cruise customer satisfaction is always the highest. For Harr Travel, river cruises account for approximately 7% of total cruise revenue.
Do you find it easy or difficult to sell river cruises to younger customers (millennials, families, etc.)?
For now, it's pretty much the same as before. When marketing to families with children under 18, we especially like cruise lines that have family-friendly programs. Tauck's Bridges Program, Adventures by Disney [with AmaWaterways’] or uniworld [Boutique River Cruises]”Generations Collection”.
That said, multigenerational river trips with adult children and their spouses are on the rise.
More and more people are taking multigenerational river trips, bringing their adult children and their spouses with them.
Have you ever booked a customer on the millennial-targeted U River Cruises (formerly U by Uniworld)? What about AmaWaterways' Adventures by Disney charter flights?
It wasn't very successful in “U” but did very well in “Adventures by Disney”.I think so [U] Product awareness was a big issue. The product was great, but explaining it to the audience was a challenge. Disney, with its brand name, has always served in the realm of hospitality.
What strategies do you use to attract young travelers to river rafting? Have you ever hosted one?
I've hosted group cruises on the river six times and it's definitely been successful in attracting young travelers.
When requesting a land package, I usually have a river cruise option to match. [the clients’] style.For example Avalon [Waterways]Our 'Active & Discovery' products, AmaWaterways bike and active tours or the wide range of active excursions offered by Scenic are hugely popular with young travelers.
Often my guests did not consider this, but once they see the value and comfort, many reevaluate.
Often my guests did not consider this, but once they see the value and comfort, many reevaluate.
What about river rafting in Japan? American Queen Voyages has closed, but do you think there are sales opportunities closer to home?
In fact, I think the market is growing very quickly. American Cruise Lines has done a great job of modernizing their product while still leveraging what they do best.
One of my favorite cruises I've ever been on was in the Pacific Northwest. I think product awareness is the key here as well.
What do you foresee the future of the river cruise sector to look like?
I think the product is maturing. There are certainly other markets, but I think the one that makes the most sense economically and logistically is the one we're already selling to.
What I'm most interested in is who can make the next big leap forward in ship design. The size of the locks makes it very limiting compared to open ocean cruises, but I believe innovation is on the way.
