River cruising is restarting in earnest as Covid-19-related restrictions begin to ease around the world and more countries open up to travellers. Here, TUI Cruises’ Chris Hackney, APT Luxury River Cruises & Tours’ Paul Melinis, CroisiEurope’s John Fair and A-ROSA’s Lucia Rowe share insights into how they are overcoming the biggest challenges they have faced over the pandemic, their plans to improve their environmental footprints, new itineraries and how they envisage the sector evolving in 2022 and beyond.
What has been your biggest challenge over the past year?
John Fair, UK sales director for CroisiEurope: Cancellations and managing customer needs and requests. Remote working and decreased hours were also a huge challenge, as well as lack of government support for the industry as a whole. However, our biggest challenges were to restart cruising safely and securely, and to rebuild customer confidence, all of which we have done successfully.
Chris Hackney, managing director of cruise for TUI UK & Ireland: The biggest challenge has been launching our new river cruise line during the pandemic. We had to reschedule the launch three times, so we’re really pleased that two ships have now set sail and looking forward to TUI Isla joining the fleet this year. We’ve also had to continually change our programmes to align with government updates and destination requirements; our team have worked hard to ensure changes happened quickly with minimal disruption to customers. And it’s paid off – feedback and ‘intention to recommend’ rates are extremely high.
Paul Melinis,managing director of UK & Europe at APT Luxury River Cruises & Tours: Due to the constant changes in restrictions, not being able to operate in 2021 was our biggest challenge. We had planned to launch some sector-changing new products, including our three Travelmarvel Contemporary Class River Ships, and our new yacht in Croatia, Lady Eleganza – it was deeply frustrating not to be able to unveil them. However, with challenges also came opportunities and the gift of time: we spent last year ensuring that our product would be the best it’s ever been. We couldn’t be more delighted to be bringing our ships to market from March 2022.
Lucia Rowe, managing director at A-ROSA River Cruises: The pandemic has been a rollercoaster of ups and downs, but I am extremely proud of what we have achieved as an industry. One of the biggest challenges has been the constant changes around testing and quarantining – when you combine the mixed messaging with the on-off red lists, it can all feel a bit overwhelming for British guests. Unlike our European guests, who have been travelling much more during the pandemic, Britons often need to fly to reach embarkation points and the ever-changing restrictions and testing has knocked their confidence.
Can you share how you are addressing ongoing sustainability issues?
JF: CroisiEurope’s long-standing environmental position focuses on nature as our most valuable asset. We consider ourselves pioneers, as our commitment goes above and beyond our legal obligations. Three of our ships already run on gas to liquid (GTL) fuel which is cleaner than off-road diesel – and we are looking to introduce GTL fuel on our remaining fleet in France. Water savers on all boats result in a 35 per cent saving in drinking water and a 35 per cent reduction in waste; we also have systems to dispose of waste water in the urban sewerage network and/or water treatment stations.
CH: We have a number of measures already in place, from providing passengers with reusable water bottles to installing cabin carpets made from recycled fishing nets. Our chefs use local produce as much as possible and when we refurbished the ships, we donated all the old furniture to charity. Sustainability remains high on our agenda and will be a real focus over the coming months and years.
PM: We know it’s not enough to make the everyday changes, like removing single-use plastic – travel companies need to go further. In partnership with our non-profit charitable fund OneTomorrow, we are on a mission to make a positive and lasting impact through environmental causes that include supporting indigenous communities and promoting equal access to Covid-19 vaccinations. Our guests are contributing to initiatives to make the world a better place.
LR: Our new hybrid powered ship A-ROSA Sena is leading the way when it comes to lowering our environmental footprint and protecting the rivers. The ship combines a diesel engine with an electric motor – she manages energy consumption efficiently and is also able to generate electricity from exhaust heat, making her the most climate-friendly ship on Europe’s rivers. We work with destinations to further develop sustainable concepts including water and waste management, and bring guests into cities for lengthy periods, often overnight, to support the local economy.
How are you juggling overcrowding issues and keeping guests happy?
CH: Overcrowding is not an issue on our river ships. All vessels carry a maximum of 155 passengers, so there’s plenty of space. The layout of our bars and restaurants allows for social distancing and are waiter-service only. We’ve adapted our entertainment programme to meet safety guidelines. We provide customers with plenty of guidance before they travel, to reassure and make them aware of what they can expect onboard.
PM: Our ships are designed to ensure that there is plenty of space for everyone. Proximity to the shore, and the ease with which they can get onto land also helps customers feel confident. Land excursions are designed to ensure guest well-being at every stage, with smaller tour sizes on offer. Our Travelmarvel brand is created with flexibility in mind – guests can choose to interact with one another as much or as little as they prefer.
LR: We don’t have overcrowding issues – that’s the beauty of river cruising. Our ships are smaller and we work closely with the destinations we visit to ensure that guests have plenty of time to disembark and explore independently, or as part of an organised excursion. We sailed successfully in both 2020 and 2021 using extensive protocols, and feedback was excellent.
What new routes are you focusing on for 2022?
JF: We’re focusing on a four-night ‘Romantic German Sites & The Charming Neckar Valley’ cruise from Strasbourg, France, to Stuttgart, Germany, as well as a six-day ‘Best of the Netherlands’ roundtrip from Amsterdam, Netherlands. We’ll also sail a six-day ‘2022 Floriade Expo’ roundtrip from the Dutch cities of Amsterdam, Lemmer, Urk or Kampen, which includes a visit to the Floriade Expo. Another highlight will be the eight-day Aegean itinerary which takes guests through the cradle of western civilisation to Delos, Mykonos, Kos, Rhodes, Santorini and Paros in Greece.
PM: Small-ship sailing in Croatia has already been an incredible seller and we’ve responded to demand by quadrupling capacity. When our maiden voyages set sail in April, guests will be able to choose from two yachts on the Adriatic coast. When our Travelmarvel Contemporary Class River Ships set sail in March, their signature ‘European Gems’ itinerary will be a big focus. We’re also thrilled to have launched four 2022–2023 Mekong River cruises, serviced by two new ships in Vietnam and Cambodia.
LR: New options include the opportunity to combine a river cruise with the Floriade Expo, as well as a ‘Rhine in Flames’ sailing in St Goar, Germany, where guests on A-Rosa Aqua will have the chance to be part of a flotilla during a pyrotechnic spectacular. A-ROSA Sena, which will sail on the Northern Rhine in May 2022, has been designed with families in mind, so we’ll continue to show how a river cruise is perfect for a family and/or a multigenerational holiday. The ship will visit a new port of call for us – Dordrecht, Netherlands. And, of course, our ships will become international in 2022, meaning British guests have access to more departure dates and itineraries than ever before.
Looking ahead, what do you believe are the greatest opportunities for river cruising?
JF: A return to pre-pandemic growth levels is key. I believe we can achieve this through an increased focus on the long-haul market, as well as multigenerational groups, cultural immersion and experiential discovery, enrichment and sustainable tourism.
CH: Recent market growth means there is continued demand for river cruise operators to tap into. They appeal to older travellers (who are a growing population), but also allow us to reach out to younger audiences. In addition, we’ve seen a real trend in solo travellers, so much so that we added more solo cabins.
PM: Europe continues to be a huge focus – destinations closer to home will represent the largest sales opportunity in the immediate term. As normality returns, the pent-up demand for bucket list travel will be realised. Customers have sat on their money for two years now, and don’t want to put off their dream holidays a moment longer. We’re seeing strong interest in Asia, Australia, New Zealand and Canada in late 2022 and 2023; longer term, these will present the biggest, most profitable opportunities.
LR: It is imperative that the travel trade is aware of what river cruising has to offer. It is evolving and attracting different markets, perhaps those that traditionally might not have been top of mind when selling river cruises. This is a profitable sector but needs a good, sound knowledge of how it all fits together to be able to sell it.
This article was first published in the Spring/Summer 2022 issue of Cruise & Ferry Review. All information was correct at the time of printing, but may since have changed.
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