Why Clients of (Almost) All Ages Love River Cruising

River cruising is not what it used to be – and that’s a good thing. 

This is according to three host agency executives who were on board the christening sailing of Avalon Waterways’ newest ship, Avalon Alegria, on Portugal’s Douro River. 

“At the inception of the river cruise fad, the clientele was more mature,” said Viola de Velasco, vice president of sales operations at Avoya Travel. “People will think, ‘Oh, you go on a river cruise, and there’s nothing to do.’ If you notice now, a younger population is doing river cruising because they’ve included additional excursions catered to different segments of the market.” 

Avalon’s introduction of Discovery and Active excursions, in addition to its Classic ones, have been drawing younger crowds to its ships. Excursions are no longer only standard walking tours (although those are still available as well); they allow guests to be immersed in the local culture and to take kayaking, hiking, and bike tours of scenic areas. 

Kids must be at least 8 years old to sail on Avalon ships. Though the product is not meant for young children, Avalon is increasingly becoming more family- and group-oriented, as well as welcoming more solo travelers in varying age groups. This is a shift from river cruises previously catering primarily to older couples who want a slow, relaxing trip with little adventure, which river cruising had become known for in the past. 

River cruise ships are prime venues for family reunions and other multi-generational trips, Nicole Mazza, chief marketing officer of Travelsavers, told TMR. She and her family have been on several river cruises, including with AmaWaterways, Avalon, and Uniworld. She noted that each of the river cruise lines and ships have their own personality, so it’s important for advisors to match clients with the right one for them. 

“Every ship is different. Every ship has its own character and design. It depends on what the client is looking for,” Mazza said. “I have never had a client come off a river cruise and hate it. They always love it and always want to come back regardless of the demographic.” 

On Avalon ships, the vibe is elevated yet relaxed, which makes it suitable for guests of almost all ages, whether they’re 8 or 88. Now, with the Avalon Alegria full steam ahead, there are more choices for advisors to pitch their clients for their ideal river cruise experience. 

Another draw to river cruising is the security and safety it brings – yet at the same time, the ship is always moving to a new port, and there’s always something new to do and see. 

“People love the variety, and you’re never that far from shore,” said Matthew Eichhorst, president of Expedia Cruises. “Some people have this stigma of not wanting to be out at sea, so it’s great. You see all this landscape; it’s quite scenic.” 

Eichhorst brought his teenage daughter on the Avalon preview sailing, and said she also enjoyed the experience. The ship stopped in at least two cities per day with three excursion options each day. Avalon emphasizes choice and personalized guest services – the crews are small, the sailings are intimate, and everyone gets to know one another during their trip. 

On board, there are yoga classes in the mornings and live entertainment in the Panorama Lounge in the evenings. The Club Lounge is stocked with coffee, tea, snacks, books, and board games, and the top deck has Avalon’s very-first pool, as well as plenty of seating and an outdoor grill food venue. Many of these features are typical on river cruise ships, but again, host agencies say that advisors should always get specific about what their clients are looking for to match them to the correct river cruise product that they’re bound to love.