Cruise & Ferry Review - Autumn/Winter 2020

6 3 ACL begin introducing the USA’s first contemporary-style riverboats in 2018 INTERV IEW Staying the course American Cruise Lines’ new CEO Charles B. Robertson discusses the growth of domestic and river cruising in the USA with Allan Jordan T he USA has a long heritage in coastal and river cruising that Charles A. Robertson sought to tap into when building his unique brand. A long-time advocate for small-ship cruising, Robertson first launched American Cruise Lines (ACL) in the 1970s but sold it. In 2000, he relaunched it to great success with the 50-passenger American Eagle. “My father created the vision and we’re following the same strategy, offering a premium product focused on the destination,” says Charles B. Robertson, who joined the family company in 2003, became vice president in 2014 and assumed the role of CEO after his father passed away in February 2020. ACL has grown and evolved with the market over the past 20 years. Starting with small ships sailing on coastal voyages, the company now has three business segments: operations on the Mississippi River, voyages on rivers such as the Columbia and Snake rivers in the Pacific Northwest, and coastal cruising ranging from New England to Alaska. ACL operates 13 ships including classic paddlewheelers, modern riverboats and small coastal ships, each accommodating 100 to 190 passengers. They offer 35 itineraries ranging from 5 to 22 days in length. “Domestic travel has taken off in the USA,” says Robertson. “We offer a very cultural experience with a focus on history, natural beauty and ecology.” One key to ACL’s growth has been its unique approach. “We control the product cycle by building our cruise ships at our yard,” notes Robertson, adding that this was his father’s strategic decision. “We build ships tailored to the destinations. The riverboats, for example, have shallower drafts with opening bows and retractable gangways, while the coastal boats are stabilised and look more like a mini cruise ship.” ACL is bringing a mega ship level of service and design into small-ship cruising. “River cruising is becoming a very mainstream segment of travel”