North American River Cruises: The Other River Cruise Market
by Judy Jacobs /This is the second of two stories on North American river cruising
Although North American river cruising hasn’t garnered the exposure that European river cruises have, it’s an market that travel agents shouldn’t overlook.
Commissions can be hefty, it’s a unique product to offer clients, and it generates repeat business, agents say.
“The majority of travel agents don’t promote or know much about river traveling, but they should,” said Phyllis Dale of Great Escapes Travel in Lake Mary, Fla.
Loyal clients
Dale turned to selling American river cruises after a more than a two-decade career playing piano aboard the Delta Queen.
“Past river passengers are very loyal to the rivers,” she said. “They love river cruising. There are so many who do not want to go overseas anymore.
“Fifty percent of them don’t like the long flight, and the other 50% are just afraid of terrorism.”
Nay sayers
When Cindy Anderson of USA River Cruises, Inc. started specializing in this market in 1999, a lot people kind of “poo poohed” her, she said.
“But we got tired of clients going on the big ships, and coming back and complaining,” Anderson said. “We had done the Columbia River and the Mississippi.
“People would go on those cruises and come back and say that that was the best trip they ever took.”
Over the years, Anderson kept selling North American river cruises and adding rail trips to go along with them, because a lot of people who take these cruises don’t want to fly.
She expects the rail component to grow dramatically in the coming years.
A different kind of cruise
The potential American riverboat cruise client is very different from those who do ocean cruising.
“They’re normally people who don’t’ want to be in big crowds,” Dale said. “The majority of river cruisers don’t like to go on the ocean.
“The people who travel on the ships like the big shows. They like the casinos. They like to dress up. On the river cruise, it’s more informal, it’s more laid back. You don’t have fancy stage shows.”
Most first-time North America river cruisers take a New Orleans to Memphis cruise—the classic river journey—but there are many other river trips that have more beautiful scenery, according to agents.
“I chartered the Columbia River twice, and it’s beautiful,” said Dale. “The landscape is so diversified. You go from desert to mountains to vineyards.
“The terrain changes constantly and it’s very dramatic. It’s truly a beautiful, beautiful cruise.”
The all-American appeal
For Serge Talbot of Talbot Tours, the selling point of these cruises is that they’re all-American.
“It is truly the American experience,” Talbot said. “A lot of nostalgia goes into that. One of the highlights is the Riverlorian onboard [the American Queen]. That person really knows the culture, the flora and fauna and every bend in the river and gives daily lectures.”
Price challenges
One of the challenges of selling American river cruises like those in Europe, is the price.
“River cruising is expensive. It’s not a cheap product,” said Talbot. “But if you take into account everything that’s included, it’s a much better value than people think.”
The inclusions are shore excursions in every port, all onboard activities and, onboard most ships, wine and beer with dinner.
Why should agents sell North American river cruises?
“For satisfied customers,” Anderson said. “Our agents believe in keeping people and keeping money here in the U.S.
“And there are less complaints, more rebooks,” she said. “On many of the trips, the rebook on the boat is amazing. Anywhere from 35 to 40% of our clients rebook right on the boat.”
Related story:
The Powerful River Cruise Market: Don’t Forget North America, Execs Say