French-Themed River Cruise Line To Launch In October
by Donna Tunney /A rendering of the first ship from the French America Line, the Louisiane.
Vive la France! That's the cornerstone theme behind the luxury French America Line, a one-ship company that will soon launch operations on the Mississippi, Ohio, Tennessee, Cumberland and Red rivers.
Its 150-guest flagship Louisiane, formerly the Columbia Queen, underwent a multimillion dollar refurbishment the company says reflects “a subtle but elegant French-inspired ambience to embrace the rich history of the areas she sails that were once known as French America.”
Home-ported in New Orleans, the ship will offer regional French, Southern and continental cuisine created by French chef Regina Charboneau, Hermès bath amenities in some suites and L’Occitaine en Provence in all other staterooms, plus fresh marcarons from Parisian bakery House of Ladurée upon embarkation and nightly gourmet Vosges chocolates at turndown.
Christopher Kyte, chairman of the Avondale, La.-based company, is a veteran tour operator and river cruise executive. In 1990 he founded Uncommon Journeys, the operator of deluxe train tours in North America, and later was co-founder, owner and president of American Queen Steamboat Company.
“We designed Louisiane to embody superb river experiences, including exploring many diverse traditions on our country’s waterways that were influenced by la belle France during the colonization of America. It’s a wonderful narrative and quite unique to what’s currently available, offering the highest level of service and amenities comparable to that found on the rivers of Europe,” Kyte said.
Fares cover a pre-cruise luxury hotel stay, shore excursions, all beverages, including wine, beer and spirits, in-room iPads, wifi and onboard entertainment such as regional lecturers, called Illuminators. They'll bring to life various facets of regional culture, history and politics, for example, says the line.
Talks might delve into the nuances of barbecue styles, the history of classic American cocktails, the origins of Zydeco, the blues or bluegrass music traditions, the religious underpinnings of Mardi Gras, the socio-economic impact of changing agricultural practices on the Mississippi or Native American history in the Upper Midwest.
Bicycles, helmets and maps are also available for independent explorations in every port of call. For more in-depth experiences clients can opt for private Curator Collection guided experiences at an additional charge.
Itineraries range from 5 to 10 days. An eight-day Memphis to New Orleans cruise, called Plantation Celebration, offers fares from $3,399 per person for a November trip. Port calls include Greenville, Vicksburg and Natchez, MS, and Baton Rouge and Oak Alley, LA.
Kyte doesn't seem concerned about competitors' pricing. “We do not even attempt to track what some of our competitors are doing with sales that may or may not penalize guests unlucky enough to book well in advance,” he said. “Generally, we are the same or less than American Cruise Line. But, with more personalized attention, grander dining, large cabins, complimentary wines and spirits, deluxe hotels, if on some dates we are [charging] more, in the end, customers do get what they pay for, whether it is clothing, hotels or automobiles.”
He adds that French America Line guarantees it will not artificially inflate prices and then lower them as sailing date approaches. Agents can book “with utmost confidence that you are receiving the best price available, as our fares remain the same from the moment they are created until the moment the vessel sails. That is the French America Line promise.”
The company expects a guest demographic similar to that found on European river cruises—“well traveled, 55-plus, relatively high income” customers who have already experienced blue-water cruising. According to Kyte, roughly 90% will hail from North America, though “we're seeing huge interest in the U.K., Australia/New Zealand and France.”
CruisePlanners agent Wendy Cushing, based in Sagamore Beach, MA, hadn't yet heard of French America Line when asked by TMR, but was interested in learning about it.
“Domestic river cruises are a good choice for folks who don't want to fly or are worried about terrorism [abroad.] However, it's not an easy market to break into in the U.S.,” she said, adding that she finds the over 55 age group is “very savvy and they are looking for a bargain. With U.S. river cruises, you used to be able to go on the Mississippi for under $2,000 a person. Now, with prices more like $4,000 a person, you could go to Europe.”
She notes that French America Line's cuisine, and its French chef and specialties, could attract “foodie groups,” but otherwise the Louisiane might be a tough sell for some clients. Payment rules will be key, she said.
Kyte says his company has “the best in the industry”—a $400 per person deposit, with final payment 60 days before sailing. “There are no scary 'pay in full now for your voyage 19 months from now' in order to get a good price,” he said.