82 RIVER CRUISING TRENDING ON THE RIVERS... The river cruising industry continues to grow and innovate, hoping to attract further customers with updated styles and experiences. Jeannine Williamson looks at how the sector is channelling change New and refurbished ships, more itineraries and exciting shore excursions coupled with increased onboard attractions are among the innovations contributing to a boom in river cruising, which has seen a record number of UK passengers take to the world’s waterways. Andy Harmer, CLIA UK & Ireland Director, says: “The UK river cruise sector is seeing continued growth year-on-year. In 2017, the UK river cruise market reached 210,400 passengers, against 174,000 in 2016. Figures for 2018 won’t be published until <strong>June</strong> but CLIA is confidentially predicting another year of strong growth. “European river cruises, which account for almost 90% of bookings, were the driving force behind this exceptional growth. The Rhine and Danube lead the way, however, it is eastern and southern European rivers such as the Douro and Russian waterways which are seeing the most growth.” David Sharman, Commercial Director at Newmarket Holidays, agrees. “We have recently launched our 2020 river cruise programme which is dedicated entirely to the A-Rosa portfolio across the key rivers of Europe. We are delighted to be featuring the Douro for the first time next year, with the A-Rosa Alva, the line’s newest ship. This river is growing in popularity and we are now able to offer agents a destination we haven’t featured before. It is a perfect choice for customers who have sailed the popular rivers such as the Danube and the Rhine and are now looking for something a little different.” Guests are also looking for new experiences. John Fair, UK Sales Director for CroisiEurope, says: “We’ve added an additional ship on the Rhone, which continues to grow in popularity thanks to the combination of beautiful landscapes, world class vineyards, iconic cities and time in France’s gastronomic capital, Lyon. Our gourmet-themed cruises on the Rhone and our Beaujolais cruises are in great demand, as are rivers such as the Guadalquivir and the Loire which are unique to CroisiEurope.” Once the realm of mature clients, there’s a growing trend towards cruises aimed at younger travellers and multigenerational families. Tauck spearheaded dedicated family sailings and A-Rosa offers free cruises for children under 15 on every departure. U by Uniworld - recently rebranded U River Cruises - pushed the boat out with its eye-catching ships Th e A and Th e B aimed at the “young at heart”, and this year Amadeus River Cruises has sailings for millennials. Ship-shape new vessels Larger and greener ships are among the latest developments in the new generation of river cruise vessels. The big news, quite literally, is AmaWaterways’ recently launched AmaMagna. The <strong>19</strong>6-passenger vessel, double the width of standard river ships, has four restaurants, five bars, a pool, watersports platform and private speedboat American Cruise Lines has named the third ship in its Modern Riverboat Series, American Jazz. American Song is already sailing on the Columbia and Snake Rivers and American Harmony begins cruising the Mississippi in August. The line claims the industry's smallest carbon footprint. sellingtravel.co.uk
RIVER CRUISING 83 CLOCKWISE FROM TOP LEFT: The River Cruise Line's MS Arena; Avalon Waterways' Avalon Envision; American Cruise Line's American Song; Amadeus River Cruises, Keukenhof Gardens, Netherlands sellingtravel.co.uk