Avalon Waterways Reveals All-Suite Ship Details

Two river cruise companies this week announced expansion plans in response to increased demand from consumers for experiential vacations and from travel agents for commission-rich cruise products without NCFs.

Avalon Waterways said it is upping the ante in river cruises with its new all-suite Avalon Panorama and fleet-wide enhancements designed to give its river ships the ocean cruise ambiance. (Details below)

And Viking River Cruises announced it will increase its capacity by 40% through 2013, with eight new river vessels and two total refurbishments in a $250 million commitment over the next three years. (See story)

Continuing its tradition of upping the ante on river cruising, Avalon Waterways has announced it will launch the all-suite Avalon Panorama in May 2011, sailing on 14-day river cruises between Amsterdam and Budapest.

“These suites represent remarkable innovation,” Scott Nisbet, president and CEO of the Globus family of brands, told Travel Market Report. “This takes it to the next level. With our Suite Ship, we’re pioneering the new look of river cruising.”

He added that the Panorama’s rooms are 30% larger and views 50% more expansive than the industry average in Europe. “Every component of the experience, from bed and bathroom positioning and color palette to storage space and sound-proof insulation, was pensively designed for our cruisers to ensure they enjoy all that small-ship cruising has to offer.”

Avalon managing director, Patrick Clark, added, “River cruising is such a viewing experience, we’re going to optimize that. We’re bringing the outdoors in.” He explained that the new Panorama Suites offer a new type of balcony experience, without sacrificing any interior stateroom space.

The 64 Panorama Suites, on the top two decks, offer a full 200 square feet of living space, as well as a floor-to-ceiling, wall-to-wall window that opens wide, at seven feet. When open, the 10-foot-wide, seven-foot-tall window transforms the seating area portion of the suite into what the line is calling an Open-Air Balcony.

“Our new ship redefines space, space that was thoughtfully designed to enhance traveler comfort and views, while also bringing an indoor/outdoor living experience on board,” Clark added.

The seating area, adjacent to the panoramic window, will have a small table that can be elevated for in-room dining, as well as enough space to comfortably fit half a dozen people for evening cocktails, Clark said.

The Senses

Additionally, Clark told Travel Market Report, Avalon Waterways wants the new Panorama Suites to appeal to all the senses: “Visual, with sweeping panoramic views, plus the feel and smell of the bath amenities.” Marble bathrooms will be stocked with upscale L’Occitane lotions, soaps and more.

Also designed to delight the sense of touch, all staterooms on board the Avalon Panorama feature the line’s new deluxe Comfort Collection bedding and Egyptian cotton duvets, and guests can choose a hard or soft pillow.

In addition to the Panorama Suites, the new ship will have 17 deluxe staterooms on the lower deck and one Royal Suite, offering 300 square feet and a guest bathroom. There will be no adjoining staterooms.

Mirroring the onboard cruise experience found on all Avalon’s ships, the Panorama features a club, main lounge and dining room, hair salon, fitness room, Sky Deck pool and OpenAir Bistro for outdoor grilled lunches.

The Avalon Panorama will sail the 14-night Magnificent Europe (Amsterdam/Budapest) cruise, as well as some Christmas market sailings.

Agent Response & Education

Avalon Waterways has already begun introducing the Avalon Panorama to travel agents, and will offer agents a Webinar featuring the ship on June 17 at 10 am and 12 pm (ET).

At least one agent told Travel Market Report she was blown away by what she’s seen so far. “I thought the Avalon Panorama was incredible,” said Deana Crouch, CTC, MCC, assistant vice president, leisure sales, Great Southern Travel. “Our clients love the suites on ships so I think this will be very well received. It sure made me want to go! The open air balconies were awesome. Our clients love the fresh air. River Cruises are becoming one of our most popular products and the Panorama will certainly be a great addition to our product line.”

Additionally, agents will be sent trade marketing, including e-mail blasts and banners, direct mail pieces and the Owner’s Manual with flip cards featuring information about the Avalon brand, new amenities and the Panorama. All material is also available for download on Avalon Waterways’ online agent portal.

Capacity Mirrors Demand

In addition to the Avalon Panorama, Avalon Waterways has two more ships scheduled for arrival in 2011 and 2012. The increase in capacity mirrors the ever-growing demand for river cruising in general.

Avalon plans to introduce new enhancements fleet wide that dovetail with the Avalon Panorama’s emphasis on more comfort, personalization that offers clients more choices on board and ashore, and expanded enrichment experiences, Clark said.

According to Nisbet, bookings for Avalon Waterway sailings have already doubled since 2009. Even more remarkably, advanced bookings for 2011 are 35% over 2010 year-to-date.

While some of this growth is fueled by Globus land clients trying out river cruises, and people lured by specialty itineraries, the bulk of the growth comes from ocean cruisers.

“Big ship cruising has helped us,” Clark said. In fact, 80% or more of Avalon Waterways’ guests have sailed one or two big ships. Of those, most have done an Oceania or Regent cruise.

He said that the Avalon Panorama will cruise through the heart of Europe on the popular itinerary along the Rhine, Main, Main-Danube Canal and Danube as well as on Christmas cruises.

Clark told TMR that Avalon Waterways offers river cruises from three to 22-days, with the shorter itineraries drawing first-time river cruises, including younger clients. The itinerary mix is designed to appeal to repeat river cruisers, for example, on Germany’s Moselle River, or on the lower Danube to the Black Sea.

He noted that river cruises in France are hot sellers this year.