As demand continues to fuel the introduction of new ships and new itineraries, river cruising is increasingly being recognized as an ideal vacation opportunity for families with children.
River cruise brands began offering family programs as early as 2010, but now new itineraries and programs designed specifically for families are giving travel advisors more opportunities to tap into this growing market segment.
Here’s an overview of some of the key selling points of river cruising with children, beginning with the many benefits for families provided by a smaller ship size compared with ocean cruising.
Photo Credit: Adventures by Disney
Key Selling Points
1. The overall experience is more intimate and relaxed
“River cruising is a more intimate experience,” said Michelle Allen, owner of Travel Magic, noting that most river cruises typically host between 150 and 250 guests.
“The size of the ship and the amount of people on board also makes it a quieter experience,” she added. “They’ve got spaces in the dining areas and the common areas where you can grab coffee and pastries for breakfast in the morning and just sit with a group of people in a corner as opposed to a cruise ship that’s constantly busy and noisy. There isn’t always a quiet area for a family of 10 to get together and sit—sometimes you can’t even sit together as a family of 10 in a dining room on a cruise ship.”
River cruises also tend to be much more relaxed, said Angie Wheeler, a travel advisor with Unique Traveler. “You don’t need to worry about booking activities, and there are no queues for anything,” she said. “You’re free to go at your own pace.”
The reason: the planning is already taken care of. Noted Lesley Kay Combs, senior manager of trip operations for Adventures by Disney, “Often, you feel like you need a vacation from the vacation, but this certainly doesn’t hold true on a river cruise, when someone is doing all of the planning for you.”
Photo Credit: Avdentures by Disney
2. River cruises foster quality family time together
“River cruises give families the chance to spend quality time together, rather than each person doing their own thing,” said Jenni Fielding, award-winning cruise blogger who previously worked in the marketing department of a cruise agency in the U.K. Fielding cruises about once a month, mostly with her children.
She noted that while there is not as much variety in terms of activities, entertainment and dining options compared with an ocean cruise ship, “Instead of water slides, zip lines, rock climbing or any of those things, on a river ship you can expect to spend quality time together as a family doing more simple activities like playing board games or listening to live music.” Also, Fielding added, “The ships are small enough that kids can explore on their own without getting lost.”
3. Service levels are higher and kids get extra attention
“As river cruise ships are so small, the level of service often exceeds that of ocean cruises,” Fielding noted. “You’ll get to know the crew members better. They’ll greet you by name and remember your preferences. The service on river cruise ships is personalized, and the crew are always happy to pay extra attention to kids.”
Photo Credit: Adventures by Disney
4. There are more educational and cultural opportunities
“River cruises typically visit historic and culturally rich destinations, which provide educational opportunities for children and families,” said Jessica Griscavage, CEO of Runaway Travel Company. “They also dock in the heart of cities and towns, making it easy for families to explore destinations with ease, usually at a short walking distance from the ship. It’s a great way to travel to multiple countries and destinations with only having to unpack once.”
Wheeler said the experience of learning about cultures together and sharing cultural experiences is a key selling point of river cruises.
“You get to experience more of the culture than on a typical ocean cruise,” she said. “In general, you stay in port longer and usually participate in some kind of excursion while you are there. Oftentimes, locals from the town you are in will come onboard to interact in some way with those onboard.”
Sailing on a river also provides a unique way to experience local cultures and environments while onboard, noted Fielding. “The scenery is much more exciting on a river,” she said. “Instead of an endless ocean, you can admire the countryside views, wildlife, and passing towns and villages. Going under bridges and through locks is always very exciting for kids.”
Sales Insights
• Bring the whole family: Allen frequently sells river cruises as multi-generational trips. “It’s such an easy vacation that a lot of times grandparents are choosing to take their adult children and their grandchildren on these vacations,” she said.
Photo Credit: Adventures by Disney
• Europe without complications: “A river cruise is like several city breaks in one, so families can explore many different places really easily,” Fielding said. “As river cruise ships dock in the very heart of European cities, it’s easy to step off and explore, without the need for an excursion or any transportation.”
Noted Combs, “This is the perfect type of travel for those who would like to visit Europe but can’t nail down where they want to go first.”
• Book early: Allen noted that since most families vacation when their children have an extended holiday break or during summer vacation, finding space for river cruising with the entire family can be difficult. “The only challenge to selling river cruises to families is the calendar,” she said. “I have the demand but sometimes it’s hard to find availability, so book as early as possible to get the best price and the best stateroom category.”
• Get to know the product: “Start by learning about all of the product out there,” said Griscavage. “Not all river cruise companies are family friendly so it’s really about knowing the product.”
Allen noted that, as with all travel, nothing beats personal experience. “I really fell in love with river cruising when I went,” she said. “My best advice for other agents is that you have to actually experience river cruising to love it and sell it the best you can. I know it’s not easy, but investing the time and money to experience a river cruise yourself is priceless. It really communicates to clients when you’re passionate about something.”