Travel Market Report's Outlook on River Cruises

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CST # letter from thepublisher Executive Vice PresidentandPublisher Anne MarieMoebes Yours truly, resource fortheentiretravelindustry. to sharetheirinsights.IknowthisTMROutlookonRiverCruiseswillbeavaluable I wanttopersonallythankallofTravel MarketReport’s readerswhotookthetime selling; andmuchmore. tools are most effective; what type of B2B support they want; which lines they are interest; obstaclestosellingevenmore;futurecustomertarget;whichmarketing selections; preferencesandcharacteristicsofrivercruiseclients;destination projections forthenext12months;howmuchtheyinfluencecategoryandsupplier they specializeinrivercruises;theirsalesvolumeduringthepastyearaswell We queried respondents, all readers of Travel Market Report, about whether or not exception, clientscomebackhappyandbecomepiedpipersgeneratingreferrals. for advisors,buttheyarealsoidealgroups.Agentssaythat,virtuallywithout In fact,youmightcallitaloveaffair. Rivercruiseclientsarenotonlyhighlyprofitable TMR OutlookonRiverCruisessurveysayotherwise,overwhelmingly. it comestoRiverCruises,themorethan850traveladvisorswhorespondedour If therewereanyquestionsaboutwhetherornotthebloomwasoffrosewhen Dear Readers,

3 TMR Outlook on River Cruise 4 TMR Outlook on River Cruise Slightlymore thanhlfof Sixty-nine percent(69%)of select a newer vessel over an itinerary.” select anewer vessel overanitinerary.” vessel. destina said clientschoose Half (50%)ofallrespndents next 12months. 99% expecttosellrivercruisesin cruises inp 94% ofagentssldriver 95% confidence. have a+/-3%marginoferrorwith minutes tocomplete,andtheresults which tookanaverageof12:27 p Over 850tra as specialists. respondents describedthemselves on ExpeditionCruises,where20%of same questioninourTMROutlook answered “yes”whenweaskedthe As acomparison,significantlyless specializes inRiverCruises. somebody elseintheiragency respondents (52%)saidtheyr sales foradvisors. category washelpfulinboosting they sawadecrease,showingthe they wereflatversusjust4%saying p Cruise salesincresedinthe respondents saidRiver were flat. with another20%sayingrevenues ha personal rgencysles Nearly eightinten(77%)saidth articip ast 12monthswith21%saying ve increasedinthepastyear, tion vera new a Only 8% said, clients “would Only 8%said,clients “would ted inthesurvey, ast 12months,and vel advisors t

Sixty-two percent(62%)said

Eighty-seven(87%)percent o Twenty-fiveof agents (25%) Forty-two percent(42%)sa travel independently.” equal number(64%)said,“Theyalso such asguidedtoursandcruises,”an inclusive travelthatincludesmeals four percent(64%)said,“Theywant agents whotookoursurvey. Sixty- are welltraveled(81%),saidthe River Cruisecustomersisthey T he mostcommontraitamong gains ofmorethan25%. than 10%,and22%whoareexpecting who expectsalestogoupbymore in thenextyear,including43% increase inRiverCruisesles respondents areprjectingn river cruises. prevented them fromsellingmore obst recommended ittothem.” considered arivercruiseifIhadn’t told uscustomers“wouldn’t have me formyrecommendations.” Lines orShips,andtheycometo f customers “generally aren’t with ariverjourney. post-cruise landv clients oftencombinepre- or itinerary ofthecruise.” in thedestina said clientsare“mostinterested Eighty-four percent(84%)ofadvisors “Too Expensive”w amiliar withtheRiverCruise acle (55%)agentssaid tions and Findings KEY as thetop ac tions y f

Referrals (69%)rebyf support fromsuppliers. ares theyw ould likemore with theirclients (61%)arethetwo followed bycontenttheycan share Agents saymoreFamTrips (82%), Abercrombie &Kent(41%). (51%), GAdventures(46%),and (52%), ScenicLuxuryCruises Lines (57%),EmeraldWaterways Company (58%),AmericanCruise (64%), AmericanQueenSteamboat Cruises (65%),CrystalRiver by Uniworld(71%),Tauck River Avalon Waterways (79%), Uniworld/U widely sold(85%)followedby River Cruiseswerethemost most popularw AmaWa websites (31%). potential clients(32%),and consortia agency (33%),eventstheyhostfor mail (36%),anemaillistfromtheir from theirconsortia(38%),direct media (42%),marketingprograms media (45%),theagency’s social email list(54%),theirownsocial by agencywebsites(58%),theirown promote RiverCruisesfollowed of heavysellersinthesegment. a cruises, 40hadlessthn50% Of over55companiesthatsellriver months, sayadvisors. prospects verthenext24 “Very Likely” thebestnew taken aRiverCruisebeforeare Travelers (63%)whohavenot Boomers (69%)andLuxury w areness withthisudience terw a ys andViking a y agents ar the

Findings KEY

Enhanced Listings Conclusions Advisors SpeakOut:ALove Story–RiverCruisesandtheTravel Trade Chart 14 Chart 13 Riviera Cruises. . Chart 12 Chart 11 Chart 10 Avalon Waterways . Chart 9 Chart 8 Chart 7 Chart 6 Chart 5 Chart 4 Chart 3 Chart 2 Chart 1 AmaWaterways . Who AnsweredOurSurvey?. Key Findings Letter FromThePublisher. table of contents Most NeededSupport. . Best MarketingTools To Sell RiverCruises. Sales ofRiverCruiseCompanies. . Future Targets ForRiverCruising Profitability ofRiverCruiseClients Obstacles toSellingMoreRiverCruises. Destination InterestforRiverCruises Characteristics ofRiverCruiseClients. Travel PreferencesofRiverCruiseClients Advisor InfluenceInSelectingRiverCruises Projected Increase/DecreaseinRiverCruisesnext12months Increase/Decrease RiverCruiseSaleslast12months Personal/Agency SalesGrowthlast12months Specialization inRiverCruises...... 22-23 32-33 26-29 18-19 30-31 8-9 36 35 34 25 24 21 20 15 14 13 10 16 12 39 7 4 3

5 TMR Outlook on River Cruise 6 TMR Outlook on River Cruise when weaskedthemtospeak outaboutRiverCruises. You’ll alsowanttoreadaboutwhichmarketing toolstheyfindmosteffectiveandseewhat say sales efforts,aswellthoseplayersthataretrying to makeitontotheirradar. an in-depthlookatwhichlinestheyareselling,including theoneswheretheyarefocusingtheir consumer preferences,profitability, futuretargets,aswellobstaclestogrowth. We alsogiveyou In this Outlook, you will find insight into how advisors influence selection of the category and brands, increase, including22%whobelievetheirbookingswill increasebymorethan25%. What’s more, 99% expect to sell River Cruises in the next 12 months with 87% expecting an the world’s mostpopularaswelllesser-known waterways. the over850traveladvisorswhorespondedtoldus theycurrentlysellthiswaytovacationon River Cruisesarenichenomore.InthisTravel MarketReportOutlookonRiverCruises,94% of INTRODUCTION margin oferror. Results have a 95% confidence levelwith a+/-3% selling 1millionplusinleisure travelannually. travel industry–andhighly productive–personally readers) isexperienced–averaging12.8yearsin the The poolofthosesurveyed(Travel MarketReport overall sample. the margin or error in terms of differences from the role ofmanagerandadvisor, bothstatisticallyoutside agents exclusivelyandonly18%saidtheyhelda dual For Canadianrespondents,67%saidthewereadvisor/ positions inatravelagency. agency. Threepercent(3%)saidtheyheldother themselves asexclusivelyowner/managerofatravel both agencyownerandadvisor12%described their roleasagent/advisorwhile34%saidtheywere Of theagentswhotookoursurvey, 51%described an averageof12:27minutestocomplete. agencies wereexitedfromthesurvey. Thesurveytook Two percent(2%)whodidn’t workinorfortravel respondents andtheoverallsample. We’ve highlightedanydifferencesbetweenCanadian serve insteadofbeingpigeon-holedintoasingleanswer. respondents togiveusafullviewoftheclientsthey totals willadduptomorethan100%.Italsoenables questions versusjustasinglechoice.Thismeans agents toselectmultipleanswersinmultiple-choice You’ll noteonmanybehavioralquestions,weallowed they workinagenciesbasedCanada. travel agenciesbasedintheUnitedStatesand19%said Of the887respondents,79%saidtheyworkinorfor incentive oftwo$100giftcertificateswasoffered. surveyed viaemailitsreadersaboutRiverCruises.An Between July24andAug.3,2019,Travel MarketReport they workinorfortravelagenciesbased in theUnitedStatesand19%saidthey Of the887respondents,79%said work inagenciesbasedCanada. Who answered oursurvey?

7 TMR Outlook on River Cruise AmaWaterways’ Unparalleled 2021 River Cruise Collection

n 2021, award-winning AmaWaterways continues They’ll also witness the dramatic peaks of the to enhance their unparalleled river cruise Swiss Alps and Lucerne’s glistening lake, as well as experiences in some of Europe’s most sought- Bellagio, the “Pearl of Lake Como.” after destinations. With one new ship, four An Unparalleled AmaWaterways’ new 7-night Best of Holland & Iunique new itineraries and land extensions, the line Belgium roundtrip Amsterdam cruise o ers all the o ers even more variety for all types of travelers. River Cruise Experience beauty these countries have to o er with visits to Utrecht’s De Haar Castle – the largest castle in New Ship and More River Cruises in France With award-winning AmaWaterways, guests are treated to a luxury experience Holland; the majestic Castle of the Counts and the Sister ship to the award-winning AmaLea, the UNESCO-designated Kinderdijk Windmills; as well highlighted by exquisite cuisine, a variety of excursions including hiking and biking spectacular AmaLucia will join AmaWaterways’ as Belgium’s magical gems, Ghent and Bruges; and tours and unparalleled service – all while exploring the world, one river at a time. innovative ﬂ eet, sailing their Tulip Time and Rhine Holland’s oldest city, Dordrecht. & Moselle itineraries. Responding to guests’ and For guests traveling on cruises beginning or ending travel advisors’ feedback, as well as the increased in Luxembourg, they can enjoy a new 2-night demand for sailings in France, AmaWaterways land extension in France’s celebrated Champagne will welcome their award-winning twin-balcony region (Reims), with visits to Hautvillers, Epernay, ship AmaKristina and beautiful AmaDante to and Champagne makers of Veuve Clicquot and their French river ﬂ eet, o ering travelers more Moet et Chandon; plus, one night in Paris. opportunities to discover the best of French food, culture and lifestyle. Early Booking Discounts Enticing New European Itineraries and Encourage your clients to book by April 30, Land Extensions 2020 for 5% savings on balcony staterooms and suites – plus, up to $1,500 o per stateroom on Nature enthusiasts will love AmaWaterways’ new select 2021 departures! And remember, you earn 7-night Impressions of the Seine & Paris. They’ll generous commission on AmaWaterways’ pre- admire gardens such as Monet’s in Giverny, the and post-cruise land programs, so be sure your romantic gardens of Château d’Acquigny, the clients maximize their time in Europe with these Italian Renaissance garden of Château d’Ambleville seamless experiences. and Château de Harcourt Arboretum. This cruise can be enhanced with a new pre- or post-cruise Book your clients’ 2021 river cruise adventure by land program in Brittany, featuring the high-walled calling 1.888.626.1399 or visit the Travel Advisor city of St. Malo and the magical island monastery Portal at AmaWaterways.com today! of Mont St. Michel, and one night in Paris. For foodies and wine connoisseurs, AmaWaterways’ new 7-night Essence of Burgundy & Provence between Chalon-Sur-Saône and Arles is certain to delight their palates with excursions to a culinary school in Valence, along with Chalonnaise and Mâconnaise wine tastings, among others. During a new land program in Geneva, Switzerland, they can visit Geneva’s lakeside medieval fortress, Chillon Castle; Annecy, the “Pearl of the French Alps”; and Dijon, the capital of the historic Burgundy region. Romantics can live out fairytale fantasies during a 7-night Rhine Castles & Swiss Alps cruise between Basel, Switzerland and Amsterdam, Netherlands. Storybook castles, historic vineyards and the stunning remnant of a world frozen over with glaciers, Italy’s Lake Como, are part of the experience when your clients book an all- encompassing 12-night cruise and land adventure. Lake Como, Italy

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Book your clients’ next river cruise adventure by calling 1.888.626.1399 or visit the Travel Advisor Portal at AmaWaterways.com today. Specialization in River Cruises

Slightly more than half of respondents (52%) said they or somebody else in their agency specializes in River Cruises. As a comparison, it’s significantly higher than when we asked the same question in our Outlook on Expedition Cruises (20%), which perhaps speaks to the evolution of River Cruises becoming a bread-and-butter segment for many agencies.

One agent put it this way: “I specialize in cruises; river cruises are a sub specialty.” Several respondents told us that having advisors who specialize in the category is part of being a full-service agency. “We service all types of travel,” she said. Another added, “I sell river cruises as part of my full service travel agency.”

Still, many respondents (44%) said they are active sellers of river cruises, although they don’t consider themselves specialists. “We don’t specialize in this but a significant portion of my sales come from river cruises,” said one advisor.

Another said, “We are knowledgeable and sell them, but One advisor said, “I specialize in luxury cruises and I don’t consider us specializing in river cruises.” propose river cruises as alternative to my clients.”

Do you, if answering individually, or does your agency, if answering as an owner/ manager, specialize in River Cruises?

Yes 52%

No 44%

Not Sure 5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

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The readers of Travel Market Report, who were the respondents to this survey, are having a big year. Nearly 8 in 10 (77%) said that personal or agency sales have increased in the past year, with another 20% saying revenues were flat.

Fifty-four percent (54%) said sales increased by more than 10% while 30% said sales increase by more than 25% and one in eight (12%) said sales have jumped by more than 50% in the past year.

Of the 3% who saw sales fall, several commented that the decline was based on personal situations, such as caring for sick relatives or personal injuries.

Canadian agents said they were enjoying similar success with 68% seeing increased revenues and 28% saying business was flat. Ten percent (10%) said sales had increased by over 50%

Over the PAST 12 months, how have your personal sales if answering for yourself, OR your agency’s sales if answering as an owner/manager, changed?

Increased more than 50% 12%

Increased 26-49% 18%

Increased 11-25% 24%

Increased 6-10% 12%

Increased 1-5% 11%

Stayed Flat 20%

Decreased 1-5% 1%

Decreased 6-10% 1%

Decreased 11-25% 0%

Decreased 26-50% 1%

Decreased more than 50% 0%

0% 10% 20% 30%

12 | CHART 2 Six percent (6%) said they had no River Cruise sales in the Six percent(6%)saidtheyhadnoRiverCruisesalesinthe were flat.Only4%hadadecrease. respondents markinganincreaseversus21%sayingthey jumps tooveralladvisor/agencysaleswith69%of River Cruisesalesoverthepast12monthssawsimilar manager, changed? answering for yourself, ORagency’s River Cruise Sales, ifanswering asanowner/ Over thePA W ales e hadno RiverCruiseSales Down morethan50% River Cruise Sales –Past 12months Up morethan50% in thepast12months S T 12months, how have your personal River Cruise Sales if Down 26-50% Down 11-25% Down 6-10% Down 1-5% Up 11-25% Up 26-49% Up 6-10% Up 1-5% Flat

0% 0% 0% 1% 1% 2% 6% 10% more than25%and43%saidtheyhaddoubledigitgains. A quarterofrespondents(25%)saidsalesincreasedby begin sellingrivercruisessoon. they arenewlymintedadvisors,andthatexpectto past 12months.Thoserespondentstoldusit’s because 10% 13% 13% 15% 18% 20% 21% CHART 3 30% | 13

13 TMR Outlook on River Cruise Projected River Cruise Sales – Next 12 months

Advisors are bullish on future sales of River Cruises with 87% projecting an increase over the next 12 months, including 43% who expect sales to go up by more than 10%. A further 22% are expecting gains of more than 25%.

While 12% are forecasting a flat market, no respondents expect a decrease and only 1% of respondents said they don’t expect to sell any River Cruises in the next 12 months.

Not all the sales are single cabins, either. One agent told us, “I have chartered a ship for 2021 and may do another.”

A new agent said she “plans to have several cruise nights presenting river cruise options.”

Over the NEXT 12 months, how do you expect your personal River Cruise Sales if answering for yourself, OR agency’s River Cruise Sales, if answering as an owner/ manager, to change?

Will Increase More than 50% 8%

Will Increase 26-49% 14%

Will Increase 11-25% 21%

Will Increase 6-10% 23%

Will Increase 1-5% 21%

Will Stay Flat 12%

Will Decrease 1-5% 0%

Will Decrease 6-10% 0%

Will Decrease 11-25% 0%

Will Decrease 26-50% 0%

Will Decrease More than 50% 0% We don’t expect to sell any River Cruises in the next 12 months 1%

0% 10% 20% 30%

14 | CHART 4 hey come to me with a specific destination/itinerary/river they They cometomewithaspecificdestination/itinerary/riverthey They generallyaren’t familiarwiththe River CruiseLinesor They cometomewithaspecificdestination/itinerary/river They cometomewithageneralideaof RiverCruiseLines want totravelwith,butIusuallysuggestaRiverCruiseLine They cometomewithaspecific RiverCruiseLine,butifI discussion. A similar number (54%) said consumers general idea”ofsuppliers,thatisthestartingpointfor Most respondents(56%)saidwhilecustomershave“a I recommendsomethingelse.” while a like number (33%) said, “If I don’t think it’s right, to mewithaspecificRiverCruiseLineandIbookit” Only 33%ofadvisorssaytheyhaveclientswho“come never heardofrivercruises.” one advisor, whileanotheradded,“Most(clients)have “They aregenerallynotfamiliarwithrivercruises,”said river cruiseifIhadn’t recommendedittothem.” (25%) tolduscustomers“wouldn’t haveconsidereda grown overthepasttwodecades,aquarterofallagents While the market and profile of River Cruises may have appropriate cruiseline,itinerary, ordestination. on themfromtheget-goorhelpingselectmost selecting aRiverCruise,whetherit’s entirelydependent Advisors arekeytoguidingthecustomer‘sjourneyin they areinterestedinandthenwediscusstheoptions Ships, andtheycometomeformyrecommendations they wanttotake,andthenwediscusstheoptions Generally speaking, in regards to myclientsfor River Cruises (Check allthatapply): don’t thinkit’s right,Irecommendsomethingelse They wouldn’t haveconsidereda rivercruise Advisor InfluencenSelecting River Cruises if Ihadn’t recommendedittothem They cometomewithaspecific River CruiseLineandIbookit

0% 10% and wecouldarrangespecialexcursionsjustforthem.” advised them river cruises are smaller, more exclusive, cruise. We toldthemaboutrivercruisesinEurope,and ballroom dancersthatwaslookingataMediterranean drive category decisions. “We had an affinity group of Agents gaveusplentyofspecificexamplesonhowthey come inforsomethingelse,”oneadvisorsaid. the retailtrade.“Isuggestrivercruisesevenwhenthey River cruising has alsodevelopedtrue advocates with out there,”saidanadvisor. river cruisecompaniesandhavenoideawhatisactually “Most clientshaveonlyheardofoneortwospecific build awarenessoftheirbrandswithconsumers. Cruise Lines, with limited budgets, have done little to billion last year, accordingto Ad Age, agents sayRiver In aworldwherethetop100advertisersspent$267 want tocruise,andthenwediscusstheoptions.” come witha“specificdestination/itinerary/riverthey 20% 25% 30% 31% 33% 33% 40% 42% 50% 54% 56% 60% 70% CHART 5 80% | 15

15 TMR Outlook on River Cruise Travel Preferences of River Cruise Clients

The most common trait among River Cruise customers Carnival with 200 to 250 in the group each time. I pitched is they are well traveled, with 81% of respondents a river cruise to them on their last Carnival cruise. We answering so. While 64% said, “They want inclusive are chartering the ship and booked 50% of it within two travel that includes meals such as guided tours weeks. I am booking daily into this group as we continue. and cruises,” an equal number (64%) said, “They also For most it will be their first river cruise.” travel independently.” Still, River Cruises don’t appear to be a gateway to other There is also crossover with Guided/Escorted Group types of Cruising. Only 16% say they are first-time cruisers. Tours (51%), Luxury Hotels/Resorts (47%), Luxury Ships (45%), and Mega Ships (27%). Nearly half (49%) said customers “like to travel as a couple or with immediate family” with 39% saying they travel in It’s crucial not to generalize. One agent told us, “I just took friends and family groups. Only 14% said “they prefer to a large group that I have had three successful sailings on travel in a group as opposed to on their own.”

Thinking about River Cruise customers, which statements best describe their previous travel preferences (check all that apply):

They are well traveled 81%

They want inclusive travel that includes meals like guided tours & cruises 64% They also travel independently 60%

They also travel on guided/escorted group tours 51% They like to travel as a couple or with immediate family 50% They use river cruises to visit 49% destinations for the first time They also stay in luxury hotels and resorts 47%

They also sail on luxury ships 45%

They like to travel in friends and family groups 39%

They also sail on mega ships 27%

They like to travel to exotic and remote destinations 25% They don’t like ocean cruises 21%

They are first-time cruisers 16% They prefer to travel in a group as opposed to on their own 14%

They also sail on expedition cruises 13% They are more likely to be concerned about security than other clients 8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 16 | CHART 6 81%

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CST # Characteristics of River Cruise Clients

While there is a plethora of new vessels, advisors (66%), cultural experiences with locals (65%), history overwhelmingly (84%) said clients are “most interested (51%), active shore excursions such as biking and walking in the destinations and itinerary of the cruise.” While 50% tours (46%), visiting wineries and wine tastings (37%), and said they have clients who would choose a destination wanting to visit places that are hard to reach by land (27%) over a new vessel, only 8% said clients “would take a were all cited as reasons customers cruise on the river. newer vessel over an itinerary.” With Canadian agents, food (77%) was more heavily cited.

Many agents told us they like the extra earning Even with the heavy amount repeat river cruise clients, 52% opportunities that pre-and-post cruise travel provides, of agents tell us clients, “see the different river cruise lines and 62% said they have clients who “often combine pre- as being similar and need my help to select the right one.” or post-cruise land vacations with a river journey.” While nearly half (48%) said “they want a luxury The food (68%), enjoying culture and visiting museums experience as part of their river cruise,” a third (33%)

Thinking about all of your customers whom you book on River Cruises (check all that apply):

They are most interested in the destinations and itinerary of the cruise 84%

Food is an important part of their vacation experience 68%

They enjoy culture and visiting museums 66%

They want a cultural experience with locals they will meet 65%

They often combine land vacations 62% pre- or post- River Cruise

The destination was on their bucket list 58%

They see River Cruises as an alternative to Escorted/Guided Tours 56%

They see the different River Cruise Lines as being similar and need my help to select the right one 52%

They are history buffs 51%

They would choose a destination they want to cruise to over a newer vessel 50%

They want a luxury experience as part of their River Cruise 48%

They are interested in active shore excursions, such as biking or walking tours 46%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

18 | CHART 7 Chart 7 continued on next page hey choose suppliers based on the environmental They choosesuppliersbasedonthe environmental may not have the same luxuries and service levels levels may nothavethesameluxuriesandservice with specific themes or onboard programming with specificthemesoronboardprogramming Chart 7continued cruising asanalternativetorentingacar. only havingtounpackonce,10%saidclientsview While agentstellusoneattractionofbeingonashipis destinations offtheirbucketlists. Nearly 6 in10(58%)sayRiverCruisesareawaytocheck both categories. major playersintheguidedmarkethaveofferings alternative toescortedtours,perhapsagoodreason Over half of customers (56%) see river cruisesas an normally use.” luxuries andservicelevelsasthehotelsshipsthey said “theyunderstandvesselsmaynothavethesame and sustainabilitypracticesofthat company as thehotelsandshipstheynormallyuse hip They understandthataRiverCruiseShip important whenchoosingaRiverCruise important he vessels’ spa and fitness facilities are The vessels’spaandfitnessfacilities are (check allthatapply): Thinking aboutallof your customers whomyou bookon River Cruises hey are interested in cruise departures They areinterestedincruisedepartures of thecruiselineandshipstheysailon hey ask me about the environment They askmeabouttheenvironment visiting wineriesandwinetastings (wine cruises,guestspeakers,etc.) ruises as part of of They see RiverCruisesaspart hey are oenophiles, and enjoy They areoenophiles,andenjoy hey want to visit destinations They wanttovisitdestinations that arehardtoreachvialand vacations overland hey prefer all types of cruise They preferalltypesofcruise ruises as an They seeRiverCruisesasan hey would choose a newer They wouldchooseanewer and sustainability practices and sustainabilitypractices alternative torentingacar Characteristics of River Cruise Clients their own‘learningpath’ vessel overanitinerary

0% 5% 6% 10% 8% 10% 10% 20% 18% 22% 25% clients abouttheirrivercruiseexperience.” “It israreforustogetavalidcomplaintfromoneofour was theresponsefromanadvisor, whileanothertoldus, country andcanseethehistoryfirsthandasyoucruise,” happy. “You aretravelingrightthroughtheheartofeach see theplacesyouwanttogoandcustomerscomeback Most ofall,RiverCruisesareconsideredaneasywayto mentioned byonly6%ofagentsasbeingadecidingfactor. Also, withlimitedimportance,spaandfitnessfacilitieswere lines andshipstheyareconsidering. about theenvironmentandsustainabilitypracticesof many suppliers,only10%saidtheyhaveclientswhoask And eventhoughsustainabilityisfrontandcenterwith 30% 27% 33% 40% 37% 50% 60% 70% 80% CHART 7 90% 100 | 19 %

19 TMR Outlook on River Cruise Destination Interest for River Cruises

The main destinations for river cruising - Central Europe, In terms of overall interest (Extremely, Very and Somewhat including Holland, Germany, Austria, Switzerland, Hungary, Interested), France ranked highest (98%), followed by Romania, Bulgaria, Serbia, Croatia, Czech Republic - go from Portugal and Spain (94%), Italy (87%), US/Canada (81%), UK strength to strength. (72%), Russia (71%), Vietnam/Cambodia (69%), Egypt (64%), and China (64%). Several agents told us there is interest in Over half of respondents (52%) said these are the places, the Amazon. home to the major rivers of the continent, clients are “Extremely Interested” in visiting, nearly double France Getting clients to go someplace out of their comfort zone (28%) and more than double Portugal’s Douro River (23%), isn’t always easy. One agent said, “I truly wish I could which is often combined with land vacations to Spain. convince people to go to Africa. My experience is that it’s a decision they’ve made before they come to me.”

When it comes to taking a River Cruise, what is the level of interest of your customers in the following destinations:

Extremely Somewhat Not Interested Very Interested Interested Interested At All Central Europe – Holland, Germany, Austria, Switzerland, Hungary, Romania, 52% 39% 9% 0% Bulgaria, Serbia, Croatia, Czech Republic

France 28% 48% 22% 2%

Portugal & Spain 23% 39% 32% 6%

Italy 22% 31% 34% 13%

U.S/Canada 10% 23% 48% 19%

UK 9% 22% 40% 28%

Vietnam/Cambodia 7% 21% 41% 31%

Russia 7% 21% 43% 29%

Egypt 5% 17% 42% 36%

China 4% 15% 45% 36%

Africa - except Egypt 4% 13% 37% 46%

India 1% 6% 32% 61%

20 | CHART 8 iver A lotofmyclientshavepreviouslytakenRiver None, Ihavelotsofclientswhoareinterested Quality ofcurrent RiverCruiseshipsislacking Beyond that, all respondents said re-routings and to clients(SeeSection14:SupportMostNeeded). support fromlinesinexplainingthevalueofRiverCruises with showing value to aprospect. They wouldlike more Other agentssaidpriceobjectionshavemoretodo level,” saidonerespondent. they aremostlynotgoodprospectsbecauseofincome becoming harderasmorepeoplearebeingattractedbut I havebeensellingrivercruisesoverthepastsixyears,it’s “While therivercruiseindustryhasdefinitelygrownsince significant differencefortheoverallsample. mentioned by71%ofCanadianadvisors,astatistically said theyhaveclientswhoaredeterredbyprice.Itwas “Too Expensive”wasthetopobstacle—55%ofagents Customer interestinRiverruisesisn’t as What are thebiggest obstacles to sellingmore River Cruises? (check allthatapply) Cruises andwanttodosomethingelse strong asitwasacoupleyearsago ack of inventory for the times and Lack ofinventoryforthetimesand I don’t havemanyclientswhoare ot enough sales and marketing Not enoughsalesandmarketing ot enough personal experience Not enoughpersonalexperience oncerns about re-routings and Concerns aboutre-routingsand support from RiverCruiselines support disruptions duetolowwater places myclientswanttogo Obstacles to SellingMore River Cruises interested in RiverCruises to sellwithconfidence T oo expensive

0% 2% 10% 10% 10% 11% 14% 20% docking, andextendedadvancepaymentrequirements. challenges fortravelerswithdisabilities,side-by-side cabins, notenoughlargersuites,lackofsoloaccess by clients including “boring” evening entertainment, small Agents alsocommentedonotherroadblocksmentioned cruise shipsislacking. interest, andonly2%saidqualityofcurrentriver only 11%saidtheyhadseenadeclineincustomer obstacles toincreasingsalesofrivercruises,while Nearly aquarterofadvisors(24%)saidtheyhaveno my clientswanttogo(23%). (23%), andlackofinventoryforthetimesplaces enough personalexperiencetosellwithconfidence followed bylackofinterestedclientele(24%),not disruptions due tolow water (53%) are a barrier, 23% 23% 24% 30% 40% 50% 53% 55% 60% CHART 9 70% | 21

21 TMR Outlook on River Cruise GO AHEAD ROCK THE IT’S ALL ABOUT YOUR OUTLOOK

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3280 Bloor St. W, Centre Tower, Suite 400, Toronto, ON M8X 2X3, TICO#1893755/50015835 Profitability of River Cruise Clients

While price may be an objection with some clients, perhaps the willingness of those customers who buy river cruises to spend led 74% of agents to tell us, “They are among my highest spending, most profitable clients.” That was 10 points higher than when we asked the same question in our TMR Outlook on Expedition Cruises.

“I have been selling River Cruise for the last 11 years and it has been profitable,” said one advisor.

Another told us, “In 2006 my wife and I booked an inside cabin on the ship named Amadeus with Gate 1. We choose the cheapest cabin to experience river cruising for the first time. We loved every concept river cruising offered. While flying home we discussed how our retirement town of Venice, Florida would love and embrace this product. We decided to make a big effort to sell river cruises. By 2009 river cruising had become the most profitable segment of our company, and 10 years later it still is.”

Which best describes your clients who take River Cruises?

They are among my highest spending, 74% most profitable clients

Their spending is about the 23% same as my typical clients

They typically spend and travel less than most of my clients 3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

24 | CHART 10 some might think. some mightthink. Still, opportunitiestosellRiverCruisesarebroaderthan for thecategory. and AffinityGroupClients(52%)arealsosolidprospects (81%), GenerationX(77%),Silents(69%),andIncentive day vacationsannually(86%),FamilyandFriendsGroups they alsobelieveClientswhotakemultipleseven-plus Overall (Very Likely+SomewhatLikely) advisorssaid most advisors. over thenext24months”weretabbed“Very Likely”bythe taken aRiverCruisebeforebeing“thebestnewprospects Boomers (69%)andLuxuryTravelers (63%)whohavenot next 24months: have not taken aRiver Cruise are your best prospects to sellaRiver Cruise inthe Thinking toward thefuture, which segmentsof your current customer base who Incentive andAffinityGroupClients Clients whotakemultiple7+day Generation Z(ages7to22) Future Targets For River Cruising Millennials (ages23to38) Generation X(ages39-54) Family andriendGroups Boomers (ages55to73) Silent (ages74to91) vacations annually Luxury T ravelers V ery Likely 17% 19% 19% 28% 37% 63% 69% 0% 2% a combinationoflargersuitesandcabinsforsingles. larger suites.Perhapsthereisawaytodesignvesselwith from severalagentsthatthereisnotenoughinventoryof interesting commentwhenputtogetherwithfeedback travelers arelookingforthelinestooffersolocabins,an Several agents who believe there is demand from solo she said. honeymooners. “Ihave10couplesbookedrightnow,” Another said she has found River Cruises are ideal for recommending themeversince,”oneadvisortoldus. a greatwaytotravelitreallyisforanyage,andhavebeen people. Then, I sailed on a river cruise, and found out what clients asmyimpressionwasthatitforreallyold “I didnotthinkaboutrecommendingarivercruiseto Somewhat Likely 22% 35% 50% 58% 53% 49% 33% 30% 6% Unlikely 65% 27% 22% 20% 18% 62% 9% 1% 1% These I Don’t Have Clients CHART 11 10% 21% 31% 9% 3% 1% 5% 3% 0% ype of | 25

25 TMR Outlook on River Cruise Sales of River Cruise Companies

We identified 59 companies that sell river cruises, and Waterways (52%), Scenic Luxury Cruises (51%), common comments from agents is there are a lot more G Adventures (46%), and Abercrombie & Kent (41%). suppliers than they were aware of. In fact, only 13 had 80% awareness, and the vast majority, over 40 of the There was a big difference in how Canadian agents companies (not all shown), had less than 50% awareness answered this question, with the main finding being with this audience of heavy sellers in the segment. that only a few lines had broad penetration, led by Emerald Waterways (51%), G Adventures (44%), “If I don’t know about them, I can’t sell them. If they Avalon Waterways (44%), Viking (43%), Scenic (42%), want business from agents, they need to do more,” said AmaWaterways (41%), Uniworld (41%), Crystal (37%), one advisor. Another added, “Whew I am embarrassed Tauck (35%), and American Queen (31%). about so many unfamiliar companies.” Either way, there seems to be an opportunity for many Of the long list, AmaWaterways and Viking River Cruises of these companies to build sales through retail travel were the most widely sold (85%). Other widely sold agencies if they can generate awareness to start. lines included Avalon Waterways (79%), Uniworld/U by Uniworld (71%), Tauck River Cruises (65%), Crystal “There are so many lines I have never heard of. Training River Cruises (64%), American Queen Steamboat on those would be wonderful,” said one agent, while Company (58%), American Cruise Lines (57%), Emerald another noted, “I have the ability to book any cruise

Please check off the most appropriate box for each of the below River Cruise Lines:

I/My Agency Sells I Am Not Familiar This Company with This Company AmaWaterways 85% 2% Viking River Cruises 85% 3% Avalon Waterways 79% 4% Uniworld/ U by Uniworld 71% 4% Tauck River Cruises 65% 6% Crystal River Cruises 64% 6% American Queen Steamboat Company 58% 6% American Cruise Lines 57% 8% Emerald Waterways 52% 8% Scenic Luxury Cruises & Tours 51% 8% G Adventures 46% 14% Abercrombie & Kent 41% 15% Amadeus River Cruises 28% 19% European Waterways 18% 34% Belmond 16% 42%

Chart 12-a continued on next page 26 | CHART 12-a Chart 12-acontinued about whomIamnot.” ones Iamfamiliarwithaswellthose and “Iwouldliketoknowmoreaboutthe make itmybusinesstolearnaboutthem” sold manyofthelistedyet,butIplanto Typical commentsincluded,“Ihavenot up. We sellyou.Simple.” familiar with,anadvisorsaid,“You show Speaking aboutcompaniesshewasn’t Getting the word out is the starting point. and whytobookthemoveranyoneelse.” listed. Iwouldhavetoknowwhotheyare line, butamunawareofmanythese Please check off themost appropriate box for each of thebelow River Cruise Lines: APT –AustraliaPacificT Sales of River Cruise Companies French CountryW Riviera T St. LawrenceCruiseines Fred. OlsenRiverCruises W Grand CircleruiseLine endy WuRiverCruises V antage W ouring RiverCruises KD CruiseServices ravel RiverCruises Aqua Expeditions V Zambezi Queen ictoria Cruises CrosiEurope orld Deluxe aterways A-Rosa ells I/My AgencySells This Company 10% 11% 11% 12% 12% 14% 14% 15% 16% 5% 7% 7% 8% 9%

with ThisCompany I AmNotFamiliar 69% 63% 62% 60% 59% 58% 58% 56% 54% 54% 51% 48% 44% 43% CHART 12-a | 27

27 TMR Outlook on River Cruise Sales of River Cruise Companies

While we found at least some advisors who sold all of For AmaWaterways, it was similar with 69% of its top the 59 companies we identified, Viking River Cruises sellers say they rank as top performers for Viking and (41%), AmaWaterways (39%), Uniworld/U by Uniworld 60% holding top status with Uniworld. (28%), Avalon Waterways (27%), Tauck River Cruises (21%), and Crystal River Cruises (21%) had the most Agents explain holding top sales status with multiple advisors who said either they or their agencies had lines as matching clients to the company, ships, and been recognized as top producers. itineraries that best meet their needs. Similarly, advisors say even if it means losing an override, they sell based We were also interested if a top producer for one line on making sure the customer gets the product that best was also a top producer for another. matches their needs, so while being recognized as a top producer is nice, the client comes first. Of respondents who told us they were top producers for Viking, 65% said they were also top producers For suppliers, it perhaps means digging deeper to for AmaWaterways, while 53% said they were also understand how their top producers perceive what top producers for Uniworld and 52% of Avalon. In they are offering versus other lines, and then use those fact, 92% of Viking’s top producers also said they sell insights to explain to advisors how they are able to AmaWaterways, 88% Avalon, 85% Uniworld, and cater to those needs, if in fact they do. 80% Tauck.

Which lines get the most productivity from advisors?

I/My agency sells this company and has been recognized as a top producer for this company

Viking River Cruises 41%

AmaWaterways 39%

Uniworld/ U by Uniworld 28%

Avalon Waterways 27%

Tauck River Cruises 21%

Crystal River Cruises 21%

Scenic Luxury Cruises & Tours 15%

Emerald Waterways 12%

Abercrombie & Kent 12%

G Adventures 11%

Chart 12-b continued on next page 28 | CHART 12-b Sales of River Cruise Companies

Chart 12-b continued

Which lines get the most productivity from advisors?

I/My agency sells this company and has been recognized as a top producer for this company

American Cruise Lines 11%

American Queen Steamboat Company 11%

Amadeus River Cruises 6%

Belmond 4%

European Waterways 3%

CrosiEurope 3%

Victoria Cruises 2%

French Country Waterways 2%

St. Lawrence Cruise Lines 2%

A-Rosa 2%

APT - Australia Pacific Touring River Cruises 2%

CHART 12-b | 29 READ WHAT YOUR COLLEAGUES ARE SAYING ABOUT RIVIERA RIVER CRUISES

“The cabin was bigger than I expected “The whole vacation from start to for a river cruise and the bathroom was “I would sell this as a solid 4-star ﬁ nish was ﬂ awless. Every staff very impressive – I found the food to be cruise with no hesitation. member did everything they good and plentiful. In the alternative Anyone looking for good value could to ensure we had a totally restaurant, The Bistro, the food need not look any further. ” enjoyable voyage. and service were excellent. ” ” Jessie Cassar, Michael Sacchetti, Veronica Dempter, Travel Edge Mt. Carmel Travel Travel Edge

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Travel_Weekly_DPS Page_October 2019.indd 2 15/10/2019 16:34 Best Marketing Tools To Sell River Cruises

The high client satisfaction of River Cruises and the we have hosted two river cruise nights for consumers popularity of their destinations make Word of Mouth and as a result had sales. This is a great way to raise (69%) by far the most popular way agents promote consumer awareness and our own knowledge,” one them. One agent said, “100% of my river cruise business respondent told us. comes from referrals.” Another said, “After a River Cruise Night with It also means repeat business. “I just had a group of AmaWaterways I was able to book seven cabins off 10 couples come back from an Avalon River Cruise… of the interest that it generated for my clients that They are ready to book for 2021. As a travel agent, this attended.” is what makes me happy,” she said. And while Incentive and Affinity organizations were Agency Websites (58%), My Email List (54%), My only mentioned by 11% of respondents, the payoff can Social Media (45%), My Agency’s Social Media (42%), be big. One agent told us, “My church’s travel ministry Marketing Programs from My Consortia (38%), Direct has used me to book two European river cruises. I have Mail (36%), An Email List from My Agency (33%), 32 people going on the Castles Along the Rhine cruise Events I Host for Potential Clients (32%), and Consortia with Uniworld.” Websites (31%) were also frequently mentioned. Agents also shared how creativity sells. “I partnered “We are a new agency less than two years and affected with a local wine shop to promote a wine themed river by the Paradise Fire in California. Despite set backs, cruise with AmaWaterways and was successful in selling

Which of the following do you use to promote River Cruises? (check all that apply)

Referrals from existing clients 69% My agency website 58% My email list 54% My social media 45% My agency’s social media 42% Marketing programs from my consortia 38% Direct Mail 36% An email list from my agency 33% Events I host for potential clients 32%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Chart 13 continued on next page 32 | CHART 13 Chart 13continued agent said. have increased150%,”another suppliers, my river cruise sales from my consortia and preferred waiting. “Thanks to direct mail of toolsthatarereadyand Sometimes it’s takingadvantage said oneagent. amazing timeonthecruise,” past clientswhohavehadan by postingpicturesorblogsof of promotingrivercruisesis works. “Ithinkthebestform Strategic socialmediaalso 2020,” oneadvisortoldus. 10 cabinsforasailinginMarch Which of thefollowing doyou useto promote River Cruises? (check allthatapply) rint advertising (newspapers,magazines) Print advertising Incentive andAffinityorganizations An emaillistfrommyconsortia Best Marketing Tools To SellRiver Cruises The websiteofmyconsortia Consumer travelshows My personalwebsite Digital advertising My personalblog My agencyblog 0% 10% 9% 11% 14% 15% 17% 20% 18% 19% 23% 30% 31% 40% 50% 60% 70% CHART 13 80% 90% | 33

33 TMR Outlook on River Cruise Most Needed Support

webinars (46%), in-person training (45%), and more educational information (45%).

While Canadian advisors were in agreement about Fams (88%), In-person training (63%) was in higher demand than the overall sample.

One agent said she would like “help with cruise nights for prospective clients,” while another said he wanted “better videos I can share with my clients.” Several agents said suppliers should make sure webinars can be replayed so they can watch them later.

Training courses without fams have limited effect. “I have completed all the river cruise companies training that I sell, but have only sailed on one line (and) need to see more,” said one agent.

Another told us, “I believe personal experience is the best incentive. I’ve sold more river cruses this past year than ever before because of sailing on AmaWaterways and CrosiEurope recently, and more Crystal Rivers and longer cruises since attending Cruise Planners’ Luxury/River Cruising Forum for the past two years.”

Suppliers also need to pay more attention to their collateral. Fam trips (82%), followed by content I can share with “I need digital content suitable for client consumption that my customers (61%) are the tools most in demand when clearly identifies the travel agency and not the vendor. we asked advisors what type of additional support they We will not promote a vendor unless the travel agency is would like. A lower percentage of respondents mentioned clearly the point of contact,” one advisor noted.

What type of additional support would you like to see from River Cruise suppliers? (check all that apply)

Fam Trips 82%

Content I can share with my customers 61%

Webinars 46%

In-person training 45%

More Educational Information From Suppliers 45%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

34 | CHART 14 Here aresomehighlights: many ofwhichwemightclassifyasloveletters. We askedadvisorstosharetheirownstoriesaboutsellingrivercruises.We gotnearly400responses,

bookings as we wereeducatingtheclients onthebenefitsof rivercruising.” PBS station.ThenIbegan gettingreferrals.We hadseveralconsumerevents, whichcreatedmore river cruisethisyear, arelookingatanotherfornextyear. Theyarehookedonrivercruising.” on AmaWaterways lastyear. TheyloveditsomuchtheydidadifferentABDon AmaWaterways their powertobesureofcustomersatisfaction.” customers. Clientsalwaysreturnsatisfiedwiththe experience,andthelinesdoeverythingin “At first,Iwasselling Viking River Cruisesbecauseoftheiradvertisingcampaign onourlocal “I loverivercruises.Ijust hada$100,000bookingwithCrystalRiverCruises.” “I haveclientswhosailUniworldoften,andIdo notneedtosellthemontheideaofrepeating.” “I haveamulti-generationalfamilygroupthatdid theirfirstrivercruiseonAdventuresbyDisney “I havesoldmanyrivercruises,mostlyeitherViking orTauck, andhavealwayshadrepeat a wholenewworldforthem!” “Love them!Lotsofoceancruisershavebeeneverywhereandrivercruisinghasopenedup river cruise.” “I amsemi-retired,butIstillhavepeoplecallingandwantingmetoputtogetheragroup them.” best publicityIcouldpassontomyclients,andhavesuccessfullybookedmanyclients “I wasfortunateenoughtodotheDanube10yearsagoandfirst-handinformation Once thesaleismadeandclientstravel,theyareextremelyhappy, however.” river levelsandotherchallenges,butgettingpastthehighstickerpriceisbiggestchallenge. “River cruisesareafabulousproductandeveryonecomeshomesatisfied,evenwithlow ALoveStory–RiverCruises Advisors SpeakOut and theTravel Trade :

35 TMR Outlook on River Cruise NEED CONTINUED

36 TMR Outlook on River Cruise

share withclientsthatwould helpthemexplainthevalueofRiverCruises. repeat bookings.Forthe lines,retailtravelagenciesaretrulyamultiplier. more inlargepartbecause thehighsatisfactionlevelsgeneratereferrals ofnewclientsand really doesn’t matter. And thegoodnewsforsupplier andagentsisrespondentsuniversallysay theywanttosell With priceasthenumberoneobjection,agentsalso saytheywouldlikemorecontentcan recommend somebodyelseiftheyfeelitbetterfits thatcustomer’s needs. Most saidevenwhenclientscomeinwithaspecific brandinmind,theywon’t hesitateto Agents sayoutsideofViking RiverCruises, fewclientsknowtheotherbrands,however, that by doubledigitsinthenext12months. Still, agentssaytheyhaven’t reachedtheceiling with43%sayingtheyexpectsalestoincrease most profitable.Manyagentsalsotoldusabout how theyaremakingbigbucksbysellinggroups. It’s alsoaprofitablemarketwith74%ofadvisorssayingtheirRiverCruisecustomersare definitely mainstreamwith99%ofrespondentsexpectingtoselltheproductinnextyear. River Cruisesmaybearelativelynewproductcategory, andisoftenconsideredaniche,butit concl usions

need onlycruisedownitslegendaryrivers.OurSuiteShips With Avalon, thepossibilitiesareaswideopenviews.Travelers wantingtoseetheworld For advisorsintheUSvisitglobusfamilypartner.com andforadvisorsinCanadavisit agentlingo.ca and bedsfacingtheincredibleviews. Suites, withthewidestopeningwindowsinriver cruising,theindustry’s onlyOpen-AirBalcony https://www.rivierarivercruises.com you’ll besuretohavethe tripofalifetime. appointed ships.Withexceptionalonboardservice, savorycuisine,andluxuriousstaterooms, to immerseyourselfinthecultureof14European countries,onsevenriversand13elegantly Riviera RiverCruisesisapremiumrivercruiseoperator thatprovidestheopportunityforyou RivieraiverCruises: Avalon W ENHANCED LISTINGS aterways ® featureone-of-a-kindPanorama

39 TMR Outlook on River Cruise to download a pdf version of this outlook

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Research Authors: Graphic Design: Anne Marie Moebes, Publisher Alissa Schelp Dan McCarthy, Editor-in-chief Brian Israel, Associate Publisher Louis Intreglia, Marketing Manager Doug Gollan, Research and Analyst

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