How Are Travel Advisors Succeeding Selling River Cruises?

River cruising, once perceived as only for the affluent and baby boomers, is undergoing a gradual shift in client segments, and with it is becoming more profitable for travel advisors.

According to TMR’s Outlook on Trends in River Cruise for 2022, which goes live today, 19% of advisors selling river cruises grossed over $4 million in annual travel sales in 2019, and close to 30% of the agencies/advisors managed over $1 million in sales.

But how are they getting there? And what do they need from suppliers to take the segment even further?

TMR undertook this Outlook, which is available to read here, in order to answer those questions. We surveyed over 750 travel advisors, the majority of who actively sell river cruises, about what makes them successful, or not successful, and what their clients say they love most about the segment.

Some of what we found has long been known by advisors, including just how powerful getting onboard a river cruise is for an advisor’s sale and what the most popular river cruise lines are. Other findings, on the other hand, will surprise even the most seasoned travel advisors, including the biggest hangup for potential guests (hint: it’s not price).

We are releasing the research as a resource for the travel advisor community in North America to use to boost their sales and build their business plans for 2023. We want to thank all of the advisors who took the time to give their input for this Outlook, along with our partners in AmaWaterways, Emerald Waterways, Riviera River Cruises, Avalon, and ASTA.