River cruise companies are extending their European sailing season beyond high season by offering departures during the early part of the year and adding even more destinations other times of year. These itineraries offer even more products and alternatives for travel advisors to sell and they are seeing interest in off-peak bookings among their clients. Bob Bradley, owner of The Pampered Cruiser, an independent affiliate of Direct Travel (a Virtuoso agency) based in Stamford, Conn., believes the interest from clients in a 12-month European river cruise season will only grow.
“People correctly rationalize that they're not in Central Europe for a tropical vacation,” says Bradley. “They're going to see history, culture, art, music and experience food and wine. Wearing a jacket and a pair of gloves to stay warm is a small price to pay to be able to see it more easily (with far fewer people).“
Advantages to Off-Peak Travel in Europe
Good value and less crowds are two key motivators to sail along Europe’s rivers during the winter season (after the Christmas market season). “Some people are motivated by the lower cost, but it seems most of our clients that river cruise early in the year are doing so because they aren't fighting tens of thousands of others for shore attractions,” says Bradley.
Nick Moran, owner of Greenstone Travel, an affiliate of Camelback Travel (a Virtuoso agency) in Phoenix, Ariz., who recently booked his first ever February river cruise, agrees with Bradley.
“These earlier sailings are becoming more popular as guests seek shoulder/low periods for better value, and most importantly, less crowds/more access,” he says. “The key element here is consumer choice; there will always be demand for peak travel periods and ideal weather and those willing to pay a premium for it. Those willing to take on less ideal weather are rewarded in savings and a more flexible, accessible and perhaps more authentic travel experience.”
Melita Hein, CTC, a luxury travel advisor with Cadence (a Virtuoso agency) in La Jolla, Calif. notes that “AmaWaterways just started to expand their European cruises and now offer several itineraries beginning in February,” adding that “cruise prices are very attractive for those early departures, airfares to Europe are also lower during the ‘off’ or low season.”
Rudi Schreiner, president, co-founder, and co-owner of AmaWaterways, says the interest in winter cruising begins with the genuine popularity of river cruising and appeals to diverse travelers.
“The overall growth in demand for river cruising paired with the current travel trend of wanting to escape the crowds associated with some destinations is making the prospect of cruising in Europe throughout a 12-month period increasingly more viable,” he says. “The four seasons offer unique opportunities to experience Europe in totally different ways.”
The River Cruise Season
The primary season for European river cruising is May to October with a second season during November and December when the Christmas markets are open, according to Macinzie McFarland, senior manager, strategic communications & public affairs for Cruise Lines International Association (CLIA). “This year, we are also seeing a few river cruises operating from January to March, which may be attracting those who prefer to travel during the quieter, more traditionally slow season; this may also be due to travelers looking for more options in terms of when to travel.”
September is Moran’s most popular river cruise month for clients. “However, October is becoming more and more attractive as weather patterns change and limited availability forces alternatives,” he says. “June and late May are perhaps the best value-for-weather period. The holiday season is more and more competitive, as Europe continues to capture and share the magic of the season in such a special way.”
Bradley is also seeing a shift in bookings. “Typically, the busiest months have been May and September followed closely by the summer months in between,” he says. “In the last year, we've had a lot more requests for Christmas markets, and secondarily November and March for those looking either to trim costs or to avoid crowds.”
A Boost for European Countries
An expanded season also benefits the countries that clients are sailing to. “This opening up of new travel periods can be a win-win for the guests and the communities visited—bringing in tourism dollars during a period of time that was usually quiet for stores, restaurants and cultural sites,” says Schreiner. “Offering early or later season cruises also helps us promote responsible tourism as choosing off-season travel periods distributes the environmental impact more evenly throughout the year.”
György Lendvai, head of business development North America region for Visit Hungary, says river cruising in Hungary, particularly along the Danube River with Budapest as a key destination, has seen growth in recent years. “The most popular months for river cruising in Hungary are typically during the spring and summer (April to September),” he says. “While this trend is likely to continue, there may be growing interest in off-peak seasons. They were also very popular recently at Christmas and New Year's Eve, with many people enchanted by Budapest's special festive atmosphere.” He adds: “Sailing off-season may provide a more in-depth and immersive experience. With fewer tourists, guests can interact more with locals, participate in cultural events and gain a deeper understanding of the destination's authentic lifestyle and traditions.”
Celina Tavares, Director USA of Visit Portugal, says river cruising in Portugal has experienced exponential growth in recent years, particularly along the Douro River.
“In Portugal, the most popular season for river cruising lasts from July to September,” she says. “Nevertheless, a progressive increase in demand during the rest of the year has been registered over the last two years, contributing to reduced seasonality. In Portugal, river cruises already operate year-round with an ever-heightened demand during the wintertime. Portugal's mild climate allows visitors to enjoy the country's distinctive features even during winter.”
Selling to Clients
Bradley suggest that travel advisors looking to sell early in the year and/or off-season to Europe “target clients that are ‘almost there’". He says: “If you have clients that are price sensitive to summertime river cruise fares, this is a great way to introduce them to the product. Many people think they can't afford it, and after they've done their first river cruise, they realize the value and book another. If they're buying higher end products on premium cruise lines or hotels, ‘promote’ them to river cruising. Once they've had a taste of luxury products, it's much easier to sell them other higher-ticket products.”
When selling during the colder months, the weather can be positioned in multiple ways to clients, says Schreiner. “There are those that live in the southern regions in the U.S. who are drawn to the landscape of a winter wonderland unfolding along the rivers at this time of year,” he says. “And there are also those guests living in many regions in the northern U.S. and Canada where the European temperatures look very attractive compared to the more frigid winter conditions they have at home.”
The time of year also can be linked to romantic getaway options, according to Schreiner. “February is also an enticing option for travelers seeking serene couples' escapes around Valentine’s Day.”
When selling the off-peak season, don’t forget the repeat river cruise client, he adds. “Off-season cruising is also a way for repeat river cruisers, who have explored popular destinations during peak seasons, to rediscover familiar places in a completely new light,” says Schreiner.
McFarland sums up the prospect of selling a 12-month river cruise season: “Travel agencies may wish to reflect that people go on vacation all year round, so why not choose a cruise holiday regardless of the season.”