The cruise industry is one heck of a booming business, and it isn’t showing any signs of slowing.

From destination focus to onboard activities, cruise lines are pulling out all the stops to show they’ve got what it takes to compete in the holiday industry.

On Tuesday September 29 2015, Amras Cruises’ celebrated its new partnership with McLachlan Tours, which marks the official introduction of Lüftner Cruises’ luxurious Amadeus fleet to the Australian market.

Travel Weekly caught up with the MD of Lüftner Cruises Wolfgang Lüftner and GM of McLachlan Tours Peter Smith to find out where cruising is headed and what we can expect from the partnership.

How is cruising changing as a mode of travel, and how does this partnership intend on keeping up with trends?

Our clients really appreciate the fully inclusive model. From the transfers to excursions, free flowing wine and beer from the regions that you are passing through, all gratuities, entertainment on board, off ship dining experiences, complimentary Wi-Fi and use of bicycles plus a host of other  inclusions.

The only thing we have not included is an open bar but at the end of the day the customer has to pay for this, so that is one thing that we leave up to the clients’ own choice!

Why has Amras Cruises teamed up with McLachlan Tours? What are the key motivators/goals of the venture?

Australia is the next big frontier for European River Cruise Operators.

Here in Europe we recognise the importance and value of Aussie travellers. Once the exclusive customer of the Coach Operator, it is now recognised that River Cruising is the modern way to see and experience this great Continent.

McLachlan Tours is our perfect partner. A similar family owned organisation with very similar values of customer and partner care and attention to detail. Their flagship product with Mat McLachlan Battlefield Tours fits very well with our European programmes.

What is the most important thing for tour operators and cruise lines to do to keep attracting customers?

Innovate itineraries for second and third timers. If clients do Amsterdam to Budapest as their first river cruise, they will soon want more. And don’t forget that unlike ocean cruises, the destination is the hero not the ship.

And Europe is one big hero. Also don’t forget price. We are very proud that we are able to offer a high level and very comparative product to the main players in Australia, but often at a much more competitive price.

How important is the Australian market to Luftner Cruises? Why?

The Amras product is all English speaking. We have the USA market, UK and now Australia/ New Zealand.

But we still mix our ships with other European markets so while Amras Cruises’ clients are looked after by English speaking guides and Tour Directors, they will also mix with other European nationalities.

Our Australian clients have often remarked that they prefer this rather than travelling with a boat load of just Aussies!

What kind of itineraries can we expect as a result of this new partnership? When can we expect them to go on sale?

Our 2016 programme will consist of seven itineraries, from the traditional Amsterdam to Budapest to the Tulip regions of Holland and Belgium in the spring with Keukenhof Flower Show, 10-day itineraries on the Rhine, Maine and Danube with extension stays in the Swiss Alps or Prague and the beautiful week long itineraries on the River Seine and Rhone & Soane in France.

The brochure is out now and the website is being updated as we speak.