Luxury, river cruising among new industry trends

Both luxury and river cruises continue to have strong demand, according to travel agents and cruise line members of Cruise Lines International Association (CLIA).
 

“CLIA member cruise lines specializing in luxury and river cruises say they plan to expand offerings in order to meet rising demand, and attract more customers by focusing on what they want most: new experiences and exotic destinations around the world,” says a press release.
 

The growth is partially aided by changing demographics of passengers; while the primary market for luxury and river cruises is and will continue to be the experienced traveler, the lines report increased numbers of younger guests, in one case a drop in the median passenger age from 60 to 45 in the last ten years.
 

“Among the reasons, according to CLIA members, are the increasing popularity of multigenerational and family cruises and marketing aimed at more active, participative travelers by both luxury and river cruise lines,” says the survey.
 

The on-going introduction of new ships should continue to heighten interest in luxury and river cruising.
 

Between 2010 and 2011, 11 new vessels will enter the fleets, with likely more on order in the years to come. But CLIA member lines say that destination reigns almost supreme as the key to filling ships in these market segments.
 

Outstanding service and amenity levels are major motivators in the luxury category, but what really excites buyers in both categories is the destination – itineraries featuring new places to discover.
 

Currently the hottest destination in both categories is Europe and the Mediterranean, followed by new itineraries in the Baltic, Russia and Central Europe, South America, the Middle East and Holy Land, and, in particular, Asia. New exotic, off-the-beaten-path ports in the Caribbean, Europe and such countries as Indonesia, Cambodia, Japan, and India are also fueling interest.
 

Study highlights:
 

• Travel agents agree that demand for luxury and river cruises is growing.
 

• Travel agents agree that destination is a top motivator: 86.9 percent rank destination and itinerary at the top of the list for river cruisers, followed by authentic experiences in small towns and destinations; incorporated land programs and sightseeing; shipboard service and lifestyle,
 

• Among popular destinations, agents agree that Europe currently stands alone. Of those responding, 97.8 percent of river cruise sellers rank Europe at the top, followed by China, Russia. Europe and the Mediterranean.
 

• Agents identify couples and affinity or social groups as growing markets for both river and luxury cruising (with the “retired/senior” maintaining the Number One position).
 

• Why do clients choose to cruise over other types of vacations? In order of importance, according to agents surveyed, river cruise customers choose: authentic experiences in smaller towns and villages, smaller ships and intimate ambience, travel to multiple destinations, convenience, product inclusivity, shore excursions and value. Luxury cruisers cite quality of service, cuisine, smaller ships, value, destinations, and inclusivity.
 

By David Wilkening