Lofty ambitions at Tauck

To succeed in the river industry takes more than just luck. Operators need imagination and skill in abundance. In no other area of travel is the playing field quite so level, with the possible exception of air. European river lines all operate within the same rigid parameters when it comes to hardware; there is no philosophy of ‘build them bigger and they will come’ on these waterways. Their art is what they do with the canvas that’s put in front of them. For a company like luxury operator Tauck, having 92 years of tour operating history to fall back on is no bad thing either.

“Differentiating from our competitors was never even a thought,” explains Dan Mahar, CEO of Tauck, when asked about the innovations he has implemented across his fleet of European river vessels. “It was all about making a better experience for our customers.”

Mahar is talking about the loft cabins that have been installed on Grace, Joy, Inspire and Savor, four of Tauck’s newest ships.

The eight 225 square foot cabins extend from the first to the second deck and boast windows spanning one-and-a-half decks. The lowest deck, where guests typically have to make do with a submerged cabin and a tiny window that is (usually) just above the water line, is now one of the most coveted onboard. “The change totally transformed the experience for guests on that deck,” Mahar explains. “With the loft cabins we took a weakness and made it a strength. As a company we wouldn’t have been around for that long if we didn’t focus on making incremental changes to our guest experiences.

“People love our newbuilds,” he adds. “We’ve had great feedback. The customer reviews have been fantastic and our write-ups from journalists have been terrific. Our employees – who are our best arbiters – have been really supportive too.”

It’s little wonder that the accolades have been pouring in for the most recent additions to Tauck’s fleet. For one, boats of this size are usually built to accommodate 190 passengers. Tauck’s have capacity for just 130. Fewer guests means greater space and larger suites, something that Mahar says goes down extremely well with his well-heeled clientele.

“That’s what our guests love,” he says. “Our customer feedback is better when they’re in the bigger cabins. They have walk-in closets at home, but love that they can have them in their suites onboard too.” The fact that the ships have fewer people is felt right round the vessel – from the bigger suites to a less crowded main restaurant and lounge. The other benefit is that the company has been able to install a second, more relaxed dining experience called Arthur’s, which was named after the company’s chairman Arthur Tauck Jr.

The trend of increasing the size of suites and public spaces onboard is not just limited to the company’s new Inspiration class. Last year, Swiss Sapphire and Swiss Emerald were refurbished and the remaining Jewel class ships – Treasures, Swiss Jewel and Esprit – will soon be brought up to Inspiration-class standard. An Arthur’s restaurant was added and the capacity taken from 118 down to 98. When the company announced the refurbishment at the beginning of 2016, it was with the intention to eliminate the gap on the two classes – with both sailing under the Tauck Destination Fleet flag.

Now, with everything moving in one direction, Mahar can look to the future and, in particular, at how broader societal trends are affecting the way in which his customers take their holidays.

“There is a consumer trend that is transcending demographics right now,” he says. “A 70-year-old today is a lot more active than a 70-year-old two decades ago. They’re eating better, they’re more active – it’s a broader societal trend. Now, it’s flat along the rivers of Europe and the paths are beautiful. They’re ideal for biking and hiking. The increase in guest demand for those kind of experiences is one of the most significant trends in the past year or two.”

“We’re responding to that by offering itineraries and experiences to do it in the best way for our customer,” Mahar adds. “In doing this, however, we will broaden the appeal of river cruising to a wider group, including many younger people. So many people build fitness into their life and they just do not want to give that up when they travel. The beauty of these river cruises is that there are so many immediate and healthy ways to take part in these activities right outside your door.”

The move towards more health-conscious holidays fits in with another, less publicised – but no less important – decision that the company is taking.

“We believe in being proactive and reducing our environmental footprint,” Mahar explains. “You can do that in a multitude of ways: how you handle your waste water or electric use onboard, for instance. However, the biggest consideration is your fuel.”

Tauck is testing a new fuel in France, called gas-to-liquid technology. “It’s created by Shell and is a natural gas, which is the cleanest burning fossil fuel,” comments Mahar. “We convert it to use it onboard our river boats. It’s a little bit more expensive but is a lot cleaner. It’s colourless and odourless, so it could be a very exciting development for the broader river industry.”

That’s big news for Mahar’s company and further proof of the pioneering status that Tauck has adopted across the best part of a century. It also validates the opinions of a company that has survived the Great Depression, World War II and everything else thrown at it for the past 92 years. What then does the CEO think of recent troubles in Europe, the company’s sole river cruising destination?

“Europe has had a lot of volatility,” says Mahar. “The biggest impact has been in France and central Europe, but Americans still want to travel to Europe. They’re travelling to Spain, Portugal, Italy and Northern Europe. True, they’re avoiding certain locations but in some areas it’s actually picking up. “We finished 2016 with a record number of bookings and I expect 2017 to be even better. That speaks volumes about the resilience of our customers.”