River cruising still “perceived as niche”: CLIA MD

Pigeon hole box with 24 boxes, 23 are filled with small yellow rubber ducks and one has a differeent coloured blue duck. Concept image representing standing out from the crowd, being different, not fitting in etc.
By Hannah Edensor


While Aussies have taken to ocean cruising like a duck to water, it’s younger sister, river cruising, is still fighting a perception of being a niche market.

And while it’s one thing to sell an ocean cruise, getting clients to hop on a smaller, river equivalent is marred by a few myths.

In an exclusive chat with Travel Weekly, CLIA Australasia’s Managing Director, Joel Katz, said less than 10 per cent of Aussie cruises choosing river cruising, so we quizzed him on the myths and stereotypes, and what agents can do to bust them.

Mythbuster style.

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“We have seen the popularity of river cruising increase substantially in the last few years, however river cruising is still perceived as a niche market and a unique form of travel,” Katz told TW.

But, he explained, there’s two stubborn stereotypes standing in the way of agents closing the deal.

“Although river cruising has many attributes that match the holiday aspirations of the senior market, under 50’s, including families, also enjoy this type of travel,” Katz said, identifying one myth.

“Also, most people think river cruising is a very sedentary form of exploring, but it doesn’t have to be; as you are in port every day, you can make it as active and dynamic as you want to make it.”

And while Katz said river cruising is “one of the fastest-growing segments in travel”, he did admit to a few hurdles that are holding agents back.

“Travel agents play an integral role for both cruise lines and passengers in helping inform travellers about which cruise is best suited for the type of holiday they are seeking,” he said.

“Travel agents can help further open the door to river cruises for new or returning cruise travellers by offering river product as a unique and intimate form of travel to destinations that are considered ‘off-the beaten track” compared to more traditional forms of cruise travel.

“However there are two perceived hurdles for agents in making sales.

“Firstly, the pricing, however when you break it down to cost per day and include flights, accommodation, meals and other inclusions, it is actually great value for money.

“The second perceived hurdle is “it’s not for me”, however, you can make your river cruise holiday work for you, from exploring different ports daily, to enjoying activities, to relaxing, you can make it as active and dynamic as you wish.”

CLIA Australasia MD Joel Katz

CLIA Australasia MD Joel Katz

The stereotypes that linger are being combatted by a number of cruise lines, through their destinations, activities, and marketing tactics.

“River cruise lines are starting to offer experiences that are fun, with lively activities, connectivity, social interaction and self-exploration technology to take ashore,” Katz said.

“We have seen this recently being implemented in U by Uniworld.

“We are seeing cruise lines offering more options aboard their cruises which then appeals to a greater range of demographics.

“With the increased demand for river cruising, river cruise lines have responded to the demand with new vessels entering the market.”

Email the Travel Weekly team at traveldesk@travelweekly.com.au

clia CLIA Australasia Joel Katz river cruising travel agents

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