“You Look Like You Need a Donut, Sir:” Avalon Waterways’ Service Shines

“Why are you working again? I already told you that you work too hard,” said Miki, a perpetually-smiling server aboard Avalon Waterways’ Panorama river ship.

It’s not yet 5:00 am and I’m in the ship’s comfortable lounge, sipping a macchiato and getting in a couple of hours work before breakfast and another wonderful day on the Rhine River. Travel Market Report Canada is here reporting on the third-annual Avalon Waterways-ACTA European River Cruise Summit.

“You look like you need a donut, my friend,” Miki added. 

“Miki, after four days on this ship I look like I AM a donut,” I replied. “But yes, I would love one.”

“Okay, but remember: if you work too hard your head will catch fire and you could damage the ship.” “Understood,” I replied.

It’s my first journey aboard an Avalon river ship, though I have experienced a number of competitors over the years. I really enjoy the luxurious yet laid-back ambience of a leisurely grand tour on Europe’s waterways.

I also enjoy the high-touch service, especially on river lines that don’t stand on ceremony and encourage their staff to engage in a friendly manner with guests. As I’ve learned over the past few days, Avalon is very much one of those, and Miki is a case in point.

“I love Avalon Waterways, and my guests love me. In 2022 and 2023 I was on Avalon Envision, and the ship was rated #1. Now I’m on Panorama and the ship is rated #1. It might be a coincidence,” Miki shrugs doubtfully. 

It’s not arrogance coming from my new Transylvanian friend, it’s pride. Pride in making guests happy, and pride in working for a company that encourages him to be his true self while delivering polished, professional service.

“Formality is not as much in our DNA as in previous generations,” said Avalon Waterways President Pam Hoffee, during an interview with Travel Market Report Canada. “We ask our staff to be themselves while delivering exemplary service.”

Avalon delivers an upscale premium product, but Hoffee says the onboard Avalon experience is unpretentious – and so are its guests. “Our guests would be completely uncomfortable with someone in a butler’s uniform,” she said.

Hoffee says Avalon’s officers and onboard crew members are the company’s biggest competitive advantage.

“There’s a Facebook group called ‘I Love Avalon Waterways’ that has more than 3,000 members. It’s not operated by us. It was started and is maintained by past guests. That speaks volumes.”

It’s a first-ever river cruise experience for Suzanne Acton-Gervais, who assumed the role of ACTA President six months ago. What are her first impressions?

“The service, the food, the excursions, the beds, it’s all amazing,” Acton-Gervais said. “What stands out is that it’s very comfortable, very come-as-you-are. It’s not formal and the crew is incredible. And the Avalon team that works with Canadian travel advisors is incredible too.”