Christmas Markets Shine as Cruisers Flock to Europe
by Ruth A. Hill /European river cruises and land tours that include Christmas markets have become so popular that operators are increasing capacities and adding itineraries for the 2014 season, which begins in late November.
They represent an affordable gateway to river cruising for the uninitiated vacationer, due to lower fares overall during the winter.
"River cruising in high season is not inexpensive, and some clients may hesitate," said John McGlade, director of CroisiEurope's U.S. call center. "The holiday cruises can be a less expensive way to experience river cruising the first time.
Why Christmas markets?
Europeans have enjoyed Christmas market shopping, food and entertainment since the Middle Ages, and their discovery by others in recent years has led to a spike in the number of markets across the globe.
"The markets have always been popular for their festive Old World atmospheres," said Jennifer Halbroth, director of channel marketing for the Globus Family of Brands. "We are now finding they are a good fit for travelers such as mothers and adult daughters, along with multi-generational groups of grandparents and grandchildren."
Baby Boomers are embracing wintertime cruises in big numbers, yet they also appeal to youngsters with less money and time for cruising.
"The rise in the markets' popularity is happening in part because of the huge increase in river cruising by U.S. travelers," said Katharine Bonner, vice president of river and small ship cruising for Tauck. "Since about 2005, the numbers have risen from about 30,000 passengers a year to about 400,000 passengers this year -- a dramatic shift in the market."
Operators see increased demand
Suppliers are doubling-down on Christmas market travel this year as demand outstripped capacity in recent years.
Tauck, for instance, is increasing its Christmas river departures by 67%, and its number of ships on two Christmas-themed itineraries from three to four.
Emerald Waterways, a company that debuted last spring to compete with established brands like Viking and Avalon, is offering a 15-day Christmas Markets of Europe cruise from Amsterdam to Budapest.
For travelers who want shorter itineraries, Emerald offers two shorter, eight-day itineraries from Amsterdam to Nuremberg and Nuremberg to Budapest.
"To appeal to both American and European travelers, we are offering a 15-day market cruise and two shorter ones of eight days each," said Emerald's U.S. brand manager Mike Schur. "Agents should know we are running a special of 30% off published fares that begin at $2,000 per person."
Land tours that include the markets are popular too. Lucy Evans, marketing manager for Back-Roads Touring Company, Ltd., in the U.K., said her company is including Christmas markets for the third season among its winter tours.
"Europe in winter is so different from what it is in summer -- you get the incredible festive atmosphere, snowy medieval small towns and a romantic market in an old town square."