Are you too young to take a river cruise? Here’s why the under-50 crowd is getting onboard
Slow-motion cruising on gentle rivers in Europe isn’t for everyone. Certainly, it’s not for those who need or require 24-hour access to food, entertainment or bars like mega-ship ocean cruises. But, if a traveler wants an easy pace, intimate settings, small-ship experiences and leisurely history lessons with excursion guides, a river cruise may be the choice – whether or not you’re retired.
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The demand is there
The market shows interest in river-cruising is swelling.
According to the latest Travel Agent Cruise Industry Outlook Report, river cruises are currently a hot trend in the cruise industry. The same report states that 79% of travel agents shared a river cruise is a great way to introduce “new-to-cruise” clients to cruising, noting that river cruises are a nice fit for looking for destination immersion, a smaller ship and a relaxed way to see Europe.
The upward trend of river cruises in Europe, says the outlook report, has seen a 53% year-over-year growth in eastern waterways (Rhine, Moselle, Danube, Elbe) and a 30 percent growth to western channels (Soane, Seine, Loire) as well as a 24% growth to the south (Douro, Rhone, Dordogne, Garonne, Po).
Viking River Cruises, which has 54 longships on rivers in Europe, acknowledges that younger travelers are discovering the delights of river cruises.
“Historically, river cruising has been most popular with experienced travelers,” says Richard Marnell, executive vice president of marketing at Viking. “However, we are finding that younger travelers are also attracted to many of the aspects that are inherent to river cruising – hotel-like small ships that host fewer than 200 guests; the ability to unpack once and experience multiple countries; and itineraries that provide a mix of scenic landscapes, historic cities and storybook villages.”
Marnell also said Viking has also noticed an increase in the number of baby boomers traveling with their adult children. “A river cruise is a great way for families to create lasting memories and explore the world in a comfortable and convenient way that is appealing to multiple generations,” he adds.
Location, location, location
Viking, as well as many of the competitor cruise lines, tout that central docking locations in European get guests closer to their destinations, often docking right in the heart of a city. This makes it easy for independent exploration, which younger guests might prefer.
Another appeal for younger river cruisers is the opportunity to explore multiple inland destinations.
“The convenience factor is huge,” says Colleen McDaniel, executive editor of Cruise Critic. “You’re able to city- and country-hop in the convenience of a moving ‘hotel’ – no need to struggle with the hassles of various transportation needs or packing and unpacking more than once.”
There’s also been a greater focus from river cruise lines to expand their offerings to reach those younger travelers – adding everything from more active shore excursions to new itineraries and ships, and more onboard activities, says McDaniel.
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Wellness trips
For those with an interest in active excursions, Viking offers a variety of excursions for those who are looking for a more active or adventurous experience in port. Examples include taking a bicycle tour of Cologne on the Grand European Tour itinerary; canoeing the Rhone River on the Lyon Provence itinerary; taking a helicopter tour of Porto on the Portugal’s River of Gold itinerary; hiking the hills of Würzburg to Marienberg Fortress in Germany on the Grand European Tour itinerary; embarking on a plane ride to Neuschwanstein Castle (which inspired Walt Disney) in Passau, Germany on the Danube Waltz itinerary; or paddling through the Danube Wetlands of Donau-Auen National Park, near Vienna on the Romantic Danube itinerary.
Another pacesetter in the river cruise market is AmaWaterways which boasts wellness hosts onboard, a fleet of bicycles, healthy menu offerings including vegan options, well-equipped fitness rooms and a swimming pool.
“We are seeing a younger, more active profile of guests onboard our ships. This is due to the popularity of our biking and hiking tour options, wine cruises and the growth in multigenerational families that are attracted by the many options onboard,” says Kristin Karst, executive vice president and co-founder of AmaWaterways.
Karst reports about 50% of AmaWaterways’ clients are over the age of 65, and another 46% are between the ages of 35 and 65 years of age. “Regardless of age, our guests are active people who enjoy regular exercise, are health-conscious, have a keen interest in the fine arts and enjoy exploring a variety of locally-sourced, fresh cuisine and regional wines,” she says.
Immersive and inclusive experiences
A trailblazer is U River Cruises, which is the first river cruise dedicated to a new generation of adult travelers, offering a stylish look and feel. Itineraries focus on longer stays in destination, allowing guests to connect with local people, experiences and each city’s vibrant nightlife. The U fleet offers two 120-passenger matte black ships: The A and The B, each boasting two rooftop venues, a spa and locally-inspired, farm-to-table cuisine. “Even with the launch of U River Cruises, there was a clear target for a younger traveler – fully realizing the opportunity in reaching that demographic,” says McDaniel.
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