Selling Cruises: River and Canal Cruises
by John Hawks

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This cruise industry trend has exploded in popularity since 9/11. Several leading companies offer extensive routes along the rivers in Europe. Majestic America Line wants to corner the market for sailing along the Columbia, Mississippi, and Tennessee rivers. And, other cruise lines have focused on the Yangtze River in China.

Here’s what you’ll find in this cruise niche:

Smaller ships. River cruise vessels must lie low enough in the water to float under Europe’s many bridges, and they’re rarely built to hold more than 200 passengers. The result can be a more intimate sailing experience (but fewer standard cruise line amenities). Your clients may miss the show lounges and the spas, but they’ll enjoy the tradeoff of exploring more small towns and villages in their destinations.

More unique itineraries. Many river cruise companies include the costs of basic shore excursions in the standard cruise fares. That can mean big savings compared to the typical cruise experience in Europe or the Caribbean, where port trips can add up fast.

A more sedate pace. You won’t find many TVs or Web connections on river cruise ships. The cabins will be functional but compact. On the other hand, the rivers and canals can be much calmer to sail along than the open ocean (a boon for your clients who are prone to seasickness!). On some canal cruises, passengers can literally step off the barge onto the shore for exploring the nearest town and then step back onto the vessel in time for dinner.

In Europe these days, you’ll find the leading edge of river cruising, as established operators like Avalon and Peter Deilmann experiment with larger vessels offering bigger cabins and more onboard services (including swimming pools and staterooms with French doors and TV sets). Traditional routes include major rivers such as the Danube, Main, and Rhine.

Meanwhile, China has proved extremely popular, with many companies like Victoria and Viking River combining a Yangtze River sailing with a land tour to Beijing, Shanghai, Xian, and other cities.

The United States market focuses on paddlewheeler vessels, for the most part, with “heartland” cruises along the Mississippi and Missouri rivers as well as rivers in coastal regions such as the St. Lawrence Seaway and the Columbia and Willamette rivers.

Who are the best prospects for river and canal cruises? Don’t make the mistake of pitching these trips only to your senior travelers! While these sailings are not the best options for families traveling with small children, they can be perfect choices for small affinity groups (e.g., garden clubs, bank travel clubs). Also, many river cruise companies offer packages with “active experience” add-ons such as photography classes or cycling extensions. With your senior clients, river cruises are tailor-made for solo travelers who will find it easier to make friends on these sailings than on the typical large-ship cruise.

What are the best times for river and canal sailings? Most of these voyages are seasonal in Europe, with schedules in the spring, summer, and fall months. However, there’s a growing demand for Christmas cruises that include visits to “Christmas markets” in Germany, France, and other countries. On the other hand, many cruise companies in China will run year-round.

For more details about river and canal cruises, take a look at these companies’ offerings:

Avalon Waterways

Peter Deilmann Cruises

Majestic America Line

Uniworld

Victoria Cruises

Viking River Cruises

(Photo credits: Avalon Waterways and Delta Queen Steamboat Co./Majestic America Line)