Third Annual ASTA River Cruise Expo Is Biggest Yet

With more than 1,200 attendees and 12 river ships from nine lines in port, the third annual ASTA River Cruise Expo is the largest ever.

“This is the biggest ASTA crowd I have seen in my 11 years at ASTA,” said Zane Kerby, CEO and president of the American Society of Travel Advisors. “This event has grown exponentially over the last three years from 500 hardy souls in 2022 in Budapest to over 1,250 this year in Amsterdam.”

Next year’s conference is shaping up to be even bigger. Though registration for 2025 didn’t open up until after the general session closed, already nine river cruise lines are signed up, with plans to bring 15 ships to the show, which will be in Vienna from March 12 to 15.

During this year’s two-day conference, which opened the evening of March 13, advisors have the chance to tour all 12 rivers ships in port, as well as eat lunch and dinner each day on a different ship. Additionally, the conference offers educational sessions, a trade show, and a three-hour general session that was packed with panels, partner presentations, and more.

“It is amazing how much this event has grown since we first participated three years ago in Budapest,” said Marcus Leskovar, executive vice president of AMADEUS River Cruises. “It is the largest and most important industry event in the world.”

Advisors attending the event include a mix of those who have been before and new-to-the-even who have heard great things about previous years. Advisors TMR spoke with were keen to see the different ships and meet with business development managers from the various lines.

To help those who are new to the event get the most out of it, ASTA Board Chair and president of Nexion Travel Jackie Friedman offered three pieces of advice: determine what your goal for the event is, strategize your focus on that goal – and make connections that will further the goal – and choose one or two action items to do when you get back home.

“As you hear something that you think would work for you, write it down,” she said. You’re going to write down way more things than you can do, and that’s okay. When you get back, look at those things and determine which one or ones will have the biggest impact on your business and start there.”

Success stories
One advisor who made the most of last year’s show is Kristie Keller, owner of Addicted to Adventures, who joined Friedman on stage with three other river cruise selling advisors.

“I decided to come to the River Cruise Expo last year because I had heard about the commissions with a comma and I wanted to figure out how to do that,” Keller told the audience. “While I was here, I was videoing and taking pictures and posting all over my private Facebook group for my clients.”

During her time at the Expo she attended an educational seminar with AMADEUS where she heard about group river cruises. She was intrigued and determined to try her hand at it.

The result? A group of about 45 people sailing this May with AMADEUS, with four other groups on the books as well.

“I saw how many people raised their hands that it’s their first year here. You could be me,” she said.

Alisa Spatafora, owner of Alisa Travel Designs, also attended last year and was similarly intrigued by the idea of selling groups. Though she’d been selling river cruises for two years prior to last year’s show, it had been on an occasional basis. After the show, she brainstormed ideas for groups and decided to focus on the solo women who often called for travel help. She sent personal emails to each prospect and started building groups from that. Today, she has three groups on the books.

Being able to parlay the experience and connections gained by attending the River Cruise Expo into new business is powerful, Kerby said.

“The best definition of power that I found in our modern world is answered by two questions: who can you call and what will they do? These personal connections that you’ll make in the next couple of days will help you answer those questions for your clients better than you could before,” Kerby said. “And the first-hand product knowledge that you’re getting her sets you apart in this growing industry.”

River cruise advisor of the year
New to the expo this year was the announcement of ASTA’s first annual River Cruise Advisor of the Year this year sponsored by AmaWaterways. The winner was determined by a number of criteria including: percentage of river cruise business compared to other segments, total 2023 river cruise sales, year over year growth from 2022 to 2023, and future bookings on the books for 2024 and 2025.

Of four finalists, the winner was Diane Frisch, owner of Diane Frisch Destinations. In addition to a lovely glass trophy, Frisch earned a complimentary VIP registration to next year’s Expo, accommodations on an AmaWaterways ship during the Expo, as well a seven-day cruise on the AmaWaterways ship of their choice departing after next year’s expo.