River cruise evolution: Floating new ideas

When Kristin Karst called from a recent sailing aboard her namesake AmaKristina to talk about the evolution of river cruising, she started off with an apology for being a few minutes late because she had been finishing up an afternoon Champagne yoga class.

So how exactly does one do Champagne yoga? Well, she explained, you keep the glass nearby so you can take sips during and after poses.

It’s just one of a host of new activities AmaWaterways guests might encounter this year as the company dramatically beefs up its wellness offerings and strives to position itself “as the leader in active river cruising.”

And it’s just one example of a multitude of changes, especially among European products, that have gradually ushered in a new generation of river cruisers over the past decade and dramatically changed the very nature of the experience.

“Ten or 15 years ago, river cruises were for when you were 70 or 80 years old and you couldn’t do anything else,” said Karst, one of the founders of AmaWaterways.

The line has been among the leaders in developing programs to attract younger travelers, first by adding bicycles to all its ships (now a staple on most upscale lines) and then by following Tauck’s lead in offering dedicated family cruises, which AmaWaterways does in partnership with Disney.

While river cruising is still a great option for older, less active travelers looking for a floating hotel with daily, low-exertion, guided bus tours, the industry over the past few years has moved into a hypercompetitive state of expansion and change, with a growing list of players scurrying to innovate and copy each other as they rush to tap into increasing demand from travelers of all ages to experience river and other small-ship sailing experiences.

After all, one river line can barely adopt a new itinerary or program before its competitors jump in to follow. Many claim to be the first in something — from adding fitness instructors to farm-to-table dining — but it’s nearly impossible verify the claims because they are replicated so quickly.

While that might be stressful for operators, it spells good news for travelers. Today’s upscale lines, responding to demands by modern travelers for active and authentic experiences, have larger cabins; more, better and healthier dining options; more onboard amenities like spas, gyms, fitness instructors and personal trainers; and a growing variety of both active and traditional excursions as well as concierges at the ready to put together private or personalized activities that include everything from kayaking to guided runs to cooking classes.

Many are also offering shorter itineraries to attract those who are still in the workforce and have less time for traveling.

While the trends have been building for years, Marcus Leskovar, executive vice president of Amadeus River Cruises, said river cruising has only recently gone mainstream.

“I now talk to more and more people who say, ‘Oh yeah, I’ve heard of river cruising. I want to try it,’” Leskovar said. “Whereas just a few years ago I would have needed to explain to them what river cruising is about.”

According to CLIA, river cruises in Europe have seen 53% year-over-year growth on eastern waterways, which include the Rhine, Moselle, Danube and Elbe; 30% growth on the Saone, Seine and Loire in the west; and 24% growth to the south on the Douro, Rhone, Dordogne, Garonne and Po rivers.

River cruising ranked No. 3 in Virtuoso’s top travel trends for 2019, ahead of luxury cruising. And AAA reports that sailings on small, luxury cruise lines have exploded, with more and more members now selling river cruises, including agents who previously never did.

Today, there are more than 450 river ships sailing between Amsterdam and Budapest, Leskovar said, and more and more keep coming on line each year.

While most people associate river cruises with Europe, the industry is also quickly taking off in the United States, with operators extending their seasons for sell-out crowds and racing to find and build new ships.

For example, American Cruise Lines skipped the traditional media and travel agent preview sailing for the first of its modern riverboats, the American Song, last fall because its inaugural cruise was sold out. A sister ship, the American Harmony, launches this spring.

The other main domestic operator, the American Queen Steamboat Company, recently acquired Victory Cruises, a Great Lakes operator, and it is building its fourth paddlewheeler.