Millennial Interest In River Cruising Grows
by Daniel McCarthy /AmaWaterways' Amalyra.
Even though the industry has typically catered to an older audience, more and more Millennials are interested in river cruising, reports a new survey from the Automobile Association of America (AAA).
The survey of over 1,000 adults found that even though Millennials are less likely to have taken a river cruise vacation (11%) compared to Generation Xers or Baby Boomers, nearly half are likely to consider one for an upcoming vacation (42% internationally, 45% domestically).
According to Bryan Shilling, managing director of AAA Travel Products and Services, river cruising offers travelers the opportunity to see the heart of a number of different cities without the hassle of unpacking more than once, something that millennials are looking for when deciding on vacation.
“Millennials tend to place great value on experiential travel opportunities and are looking to river cruising as an increasingly viable option for their future vacations,” he said.
The rest of the survey found that a growing river cruise industry is especially good news for travel agents—though only 14% of those surveyed said they have taken a domestic or international river cruise vacation, roughly 4 in 10 said they would consider a river cruise for their next vacation.
River cruising as a whole is on an upswing; AAA says its river cruise bookings has risen close to 17% in the past year.
Respondents said that while the top benefit of river cruising is its all-inclusive nature, the ability to go to unique destinations that ocean ships can’t (50%), the convenience in docking in the heart of a city (48%) and the opportunity to have an authentic travel experience (48%) are the most appealing parts of river cruising.