Tauck River & Small Ship Cruising is delivering unique experiences

This article was first published in the Autumn/Winter 2018 issue of International Cruise & Ferry Review. All information was correct at the time of printing, but may since have changed.

With more than 90 years’ experience in meeting the evolving expectations of river cruise passengers, Tauck River & Small Ship Cruising is finely tuned to the latest market trends. 

Katharine Bonner, senior vice president of Tauck, notes that word of mouth, combined with passengers’ desire for more intimate travel experiences, is fuelling the industry’s growth. “Many more people have experienced a river cruise now, and almost everyone loves it and tells their family and friends,” she says. “In general, we find passengers wanting an experience within a smaller group, as it leads to greater ease of travel and helps them get to know their fellow traveller better, as well as helping to deliver an authentic experience in the destination. You now see the influence river cruising has had on the ocean cruise market – suddenly you hear about many small ships being built, when the trend had been bigger and bigger still. Clearly there’s room for both.”

Making sure the infrastructure keeps pace with market growth is a key challenge, but Bonner observes that the industry is pulling together to achieve it. “I was delighted to learn there will be a new docking location in Lyon, France, as well as an extension on the Andelys dock on the Seine,” she says. “In other cases, individual river cruise companies have joined with local governments to build new docking locations. These public/private partnerships are needed to make sure river cruising has enough docking locations to serve market growth.”

Continued focus on differentiating its product has been key to Tauck’s ongoing success. “Consumers need to know what your brand stands for,” says Bonner. “For Tauck, that means building and renovating boats with more spacious cabins and fewer guests onboard, so we can deliver the destination experience our customers expect. We also give them access to things they couldn’t do on their own, such as an early opening to the Louvre or Giverny, or dinner and entertainment in a private palace in Vienna. Our product managers are always looking for innovations, like adding Milan to a Rhine cruise because a new rail itinerary opened up. For 2020 there is the once-in-ten-years Oberammergau Passion Play – so we added that experience to three of our river itineraries.”

As river cruising continues to attract younger passengers, Bonner says its development over the coming years will echo the trend seen in ocean cruising. “Ocean cruising was seen as something for older cruisers 40 years ago, but the market became younger and the onboard product changed with it – younger people, more active components, less emphasis on the midnight buffet and more on speciality dining, spa offerings, wellness and so on,” she says. “We’re seeing river cruising going the same way. We are seeing younger guests onboard, and families have also discovered river cruising as a great way to travel and introduce their children to the history and culture of Europe. As a result, we’re seeing more active options for hiking, biking and kayaking, while still serving the traditional guest.”

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