River cruising has evolved into a major leisure travel option over the past 10 or so years, with a legion of new ships and itineraries targeted to various age groups, budgets and interests. And travel agents who have adapted to the evolution of the segment have thrived.

While river cruises still attract a mostly older crowd, the typical guest is getting steadily younger, confirmed Lisa Long, owner of Marietta, Ga.-based Luxury Vacations LLC, An Independent Agency in the Avoya Travel Network.

Catering to Younger Travelers

“The big thing for me in the past year or two is that the cruise lines, especially AmaWaterways and Avalon, have been more Millennial-focused,” said Candie Steinman, owner of Steinman and Associates, a home-based Dream Vacations franchisee in Fort Myers, Fla. This focus is especially apparent in shore excursions, which now include more active options, like bicycling and kayaking, she said. In addition, many lines offer onboard fitness and wellness facilities and programs.

“I’m now starting to focus more on people in their late 40s, 50s and 60s who are active,” she said, adding that she’s also targeting multigenerational groups, since lines now cater to various interests, including active, cultural and culinary pursuits.

Cultural immersion is a selling point for Wendy Cushing, home-based owner of Cruise Planners Cape Cod in Sagamore Beach, Mass. She was on a Viking cruise in Lyon and Provence in August 2017 and visited a 412-year old winery on an included shore excursion. Since then, she has made about 10 bookings of that itinerary.

Expanding Luxury Sales

Luxury is another niche that river cruise lines are addressing. Steinman has affluent clients who travel in groups, but few vessels offer a sufficient number of suites, she said. That’s starting to change. For example, over half of the 98 staterooms aboard AmaWaterways’ AmaMagna, which debuts in May, are suites.

Destinations also play a role in the river cruise evolution, particularly as more river cruisers look for venues beyond Europe. “Some lines have gotten into really exotic itineraries, like an Africa cruise and safari combination,” Steinman said. “Egypt is very popular right now.”

Product knowledge also is key, Long said. People are more informed about their travel options than in the past, and knowing the niche and individual lines, listening to clients, and educating them are very important. “Some lines target Millennials. Some are big on multigenerational cruises. Some are adults-only, like Viking. Some offer specials to solo travelers,” she said.

Converting Ocean Cruisers

That knowledge is especially important when selling river cruises to clients who have sailed only on ocean cruises, according to Cushing. She noted that factors like ship size, food-and-beverage offerings and onboard entertainment are different. “Some clients don’t know what a French balcony is,” she said.

In addition, she advised asking clients about their travel history. “You have to know your clients. Listening is key. Patience is a top priority,” Cushing said. “They’re giving you the answers; they just don’t know they’re giving them to you. A lot of people don’t want to tell you how much they can spend, but you can tell based on their travel history.”

Finally, you have to love this segment, according to Steinman, who has sailed on many river cruises, including personal vacations. “Pretty much all I talk about is river cruising,” she said. “If it’s your passion, it’s much easier to sell it.”