Combining Niches: Multigenerational River Cruising

Two of the biggest growth markets for travel agents looking for niche sales are multigenerational travel and river cruises. What if you could combine both in a single sale?

Select river cruise lines are targeting the family market with special dedicated tours and programming, encouraging grandparents and parents to bring their children with them as they explore Europe’s cities along its great rivers.

Family-friendly activities vary by river cruise line and include castle visits along the Danube or the Rhine, scavenger hunts in Paris, hot air balloon rides, complimentary use of bicycles and such onboard activities as cooking and language classes, regional entertainment, arts and crafts, and theme days.

“Really the same elements that make river cruising attractive to travelers in general make river cruising great for families; the relaxation and simplicity of travel by ship, the opportunity for daily shore excursions, the chance to experience the historic cities and quaint towns that have grown up along Europe’s rivers, and of course, the ease of having to unpack just once,” said Steve Spivak, vice president of global sales for Tauck.

Incentives for families
Tauck has gone from one Tauck Bridges family river cruise itinerary to three, and from two Tauck Bridges departures to eight – a 400% increase – since offering its first family river cruise in 2010, Spivak added.

Families can save money when Tauck waives the single supplement on all Category 1 staterooms on every Tauck river cruise, which is a great way to have a single grandparent accompany a larger family group on a Bridges river cruise, according to Spivak.

And for larger family groups, the ninth traveler will have their cruise fare waived on a booking of eight additional travelers or more.  

Tripling its programs
Uniworld Boutique River Cruise Collection’s three dedicated multigenerational itineraries with five departures for 2015 are nearly sold out.

The company will nearly triple its family-friendly programs for 2016 with eight itineraries and 13 departures.

Uniworld, which started with two programs in 2009, offers dedicated family programs and activities on these departures as well as special family pricing for children between four and 18 traveling at 50% off the cruise price when traveling with an adult.

Family-friendly amenities
A-ROSA Cruises does not offer exclusive departures for families, but does provide a host of family-friendly amenities including staterooms purposely built for families, full Kids Clubs, and special pricing that has kids under 15 sail free in 2015.

“We don’t see [multigenerational/family river cruising] as a trend as much as we view it as a fact,” said Marilyn Conroy, senior vice president of David Morris International (DMI).

DMI is a sales and marketing company that represents the Germany-based A-ROSA in North America and handles many of its U.S. operations. A-ROSA’s inaugural season for the North American market was in 2013.

“People are living longer, staying more active and participating in the lives of their grandchildren,” Morris said. “Boomers are inheriting more than any prior generation and they want to experience new things with their family.

‘Creating memories is a high priority and cruising is a way that pleases all ages.”

The right client
Lynne Cox, a travel agent with Cruise Specialists, said multigenerational river cruises bring history to life for children and are good for families who value education and real-life experiences.

“A river cruise is appealing to families and multigenerational travelers because of the numerous educational opportunities and cultural influences of the different ports,” Cox said.

“This type of vacation is a great learning opportunity for younger family members, because they have an opportunity to be exposed to history, firsthand,” she said.

“It isn’t just learning about it from a textbook or based on stories from their parents or grandparents – they can see and taste and touch and experience different cultures.”