River cruises are a booming market and one that continues to grow. Agents who typically sell ocean cruises, however, and are looking to boost their river cruise business, need to be mindful of the significant differences between the two segments—both in how to qualify clients and how to sell to them.

Selling river cruises “requires more knowledge about the individual river cruise lines and their differences and similarities,” said John Gwane of Virginia Beach, Va.-based Cruises Inc. “For example, there are very few river cruise ships that have cabins for more than two people. They’re not as family or children-focused as ocean cruises.” He added that agents must understand the geography of river cruise routes, “as many potential customers are not very familiar with the regions river cruises may visit.”

Agents must also understand the differences between the onboard experiences. “Ocean cruisers who love the casino, nightlife and high energy of a big ship will most likely be bored out of their minds on a river cruise,” according to Trish Gastineau of Simply Customized Travel in Naples, Fla., a Travel Experts affiliate.

River cruises provide a more intimate experience than ocean cruises and put the spotlight on culture and history, she added. “Your clients will also have to have a certain level of physical ability in order to river cruise. Unfortunately, those confined to a wheelchair won’t be able to participate.”

Christopher Koch of CK Global Travel, a Travel Experts affiliate in the U.K., noted that river cruises appeal to clients who prefer a more intimate cruising experience with few passengers, have little interest in big-ship entertainment and are happy to see land from both sides of the ship.

“We’ve all had clients who’ve taken ocean cruises and experienced rough seas to the point where they’ve cooled off from taking another voyage for a while,” Koch said. “River cruising is a perfect antidote for the seasick passenger.”

Yet there are also similarities in the qualifying process, noted Debby Hughes of Loveland, Ohio-based Distinct Journeys. “Through our questions, we discover what makes clients tick and what details bring them the greatest pleasure,” she said. “The river cruise lines are also starting to differentiate from each other even more, which actually makes it easier to match clients to the right cruise line. There are now river ships with active or leisurely excursions, all-inclusive packaging, full balconies, pools, bicycles and Nordic walking sticks, and of course, varying décor styles.”

One of river cruising’s most important selling points is pricing, “which includes so much—from daily shore excursions to alcohol, WiFi to chef's tables, and more,” Hughes said. “Booking a river cruise also allows clients to pay for almost everything in advance, in U.S. dollars, taking the worry out of fluctuating exchange rates.”

According to Gastineau, the first step in building river cruise sales is for agents to write down why they are interested in either tapping into the market or increasing their existing sales. “Just making money is never a good enough reason on its own,” she said. “You will be much more successful if you have some kind of authentic connection. Once you have your ‘why’ you’ll be able to reverse engineer and find out which steps to take to achieve your goal.”

Gastineau advised agents to learn as much as possible about the river cruise lines they choose to sell. “Take their specialist programs,” she suggested. “Once you know the ideal client for each line, begin to find a way to connect with those clients.”

One of Darci Upham’s sales strategies is to paint a picture of river cruising for her clients. “River ships are tiny compared to ocean cruise ships, so they dock in the heart of cities and towns, without the crowds,” said Upham, of CruiseOne in Hampstead, N.C. “Leaving and coming back to the ship is a simple process with no lines. The included tours have very small groups, so it’s a pleasant and intimate experience.”

Upham also said that she mentions river cruising to clients considering a land tour, “as river cruising is a great way to explore many destinations without spending so much time on buses or trains, and without constantly packing and unpacking.”