The Writing on the Wall Saves One Agency from AQV Demise, Shutdown Doubles Their Business

Looking backwards the signs foretelling American Queen Voyages’ (AQV) demise could be seen as far back as summer 2022, Cindy Anderson, office manager and cruise expert at USA River Cruises, Inc. told Travel Market Report. Pacifc Northwest-based USA River Cruises is a travel agency specializing in American river cruising. 

And it’s a good thing they were.

“We used to have the largest sales in the country for American Queen,” Anderson said. “If this would have happened in 2022, I’d be really unhappy right now and worried about what we’re going to do.”

But changes that AQV and Hornblower Group began making in 2023 slowly eroded the amount of business USA River Cruises did with the company.

“I didn’t realize how much we didn’t sell them until I looked at the numbers… In an average year, we did over $2 million with them.”

For 2024, the company only had $780,000 on the books.

Among the changes that indicated things were changing at AQV, and not in a good way – were the elimination of printed brochures for several months, and the departures of numerous sales reps.

“We didn’t have brochures for six months and that’s bad for us because our clients always request brochures. We would have to send out somebody else’s, so they booked those.”

The company also pulled American Duchess from the Mississippi in June 2023 despite the boat being pretty much sold out, and then later canceled the entire first month of 2024 service (scheduled for February) for its full fleet – again despite the ships being most sold out, according to Anderson.

Additionally, USA River Cruises’ consortium (Travel Leaders) dropped AQV as a preferred supplier at the end of last year. (Several other consortia also dropped the supplier.) When that happened, USA River Cruises pulled AQV from its website, though they didn’t completely stop selling the brand.

In fact, Anderson met with a new representative from Hornblower just about four weeks ago.

“He called us up and set up a Zoom meeting with us and he gave us a new account manager,” she said. “We asked him, what’s going on with the company because we’ve heard rumors.”

The answers he gave them made sense, Anderson said. That combined with the fact that AQV never stopped paying them their commission eased some of the worry Anderson had.

Moving business around post-AQV shutdown
In fact, Anderson and USA River Cruises had several big groups scheduled to sail with AQV this year. The team spent most of last week helping clients fill out their refund requests and reschedule their trips.

One group moved entirely over to American Cruise Lines. Another, about half went to ACL, a third went to Viking, and the rest want to do something entirely.

What’s been more surprising, Anderson said, was the volume of calls they’re getting from non-clients who booked AQV on their own and now want help finding something else.

“Our business almost doubled in the last week. It’s been crazy.”

One thing she said she’s being extra communicative with clients (new and old) about is buying travel insurance. The clients who had it will get their money no matter what. Those without it, have to hope their refunds will come through.

US river market fully recovered
When TMR asked Anderson about AQV’s claim that the cruise line never recovered from the pandemic, she scoffed at the claim.

“How is it that American Cruise Lines is building more ships? They’re building five more ships and all their ships are staying in full and they’re in the same market. So, come on.”

Anderson added that she sometimes has problems finding space on the U.S. rivers – that’s how full the ships are.

Ultimately, Anderson told TMR she hopes somebody will buy AQV’s four ships.

“There’s nothing wrong with those boats… With the right company, they will do really well.”