Do Younger Generations Want to River Cruise?

River cruising is often associated with catering best to an older clientele, but river lines are also targeting younger demographics and multigenerational groups in a variety of ways (think: AmaWaterways’ partnership with Adventures by Disney, or Tauck Bridges itineraries).

As a millennial who enjoys river cruising myself, I was curious to see if travel advisors in this generation are selling this product to their peers. I reached out to 41-year-old Danny Genung, CEO of Harr Travel and YouTube influencer in the cruise space, to get his take on the subject.

What has your experience been like selling river cruises, versus ocean cruises? What percentage of your sales are from river cruises?

River cruises are generally more inclusive, and most of the planning is around the pre- or post-cruise components, as virtually everything is usually included [in the fare of] a river cruise.

The guest satisfaction rate for river cruises is always our highest. For Harr Travel, river cruise represents about 7% of our total cruise revenue.

Are you finding it easier or harder to sell river cruises to younger clients (millennials, families, etc.)?

Currently, it is about the same as it has been previously. I prefer cruise lines that specifically have family programming when selling to families with kids under 18: Tauck’s Bridges program, Adventures by Disney [with AmaWaterways’] or Uniworld [Boutique River Cruises]’ Generations Collection.

That said, we are seeing more multigenerational travel on the rivers with adult children and their spouses.

We are seeing more multigenerational travel on the rivers with adult children and their spouses.

Did you ever book clients on the millennial-targeted U River Cruises (formerly U by Uniworld)? What about on Adventures by Disney charters from AmaWaterways?

We never found much success with U, but we do really well with Adventures by Disney. I think the [U] product awareness was the big issue. The product was a great one, but explaining it to the audience was the challenge. Disney has the brand name and always delivers in the hospitality realm.

What strategies do you use to attract younger travelers to river cruising? Have you hosted at all?

I have hosted six group cruises on the rivers, and that has definitely been successful in attracting younger travelers.

When requesting a land package, I usually lay out a river cruise option that matches [the clients’] styles. For example, Avalon [Waterways]’ Active & Discovery product, AmaWaterways’ bike and active tours or Scenic’s expansive offering of active excursions are a big hit with younger travelers.

Oftentimes, my guests were not considering this, but once they understand the value and comfort, many re-evaluate.

Oftentimes, my guests were not considering this, but once they understand the value and comfort, many re-evaluate.

What about domestic river cruising? Despite American Queen Voyages closing its doors, do you see sales opportunities closer to home, as well?

I think the market is actually growing really fast. American Cruise Lines has done a great job modernizing the product, while leaning into what they do best.

One of my favorite cruises I have ever sailed on was in the Pacific Northwest. I think product awareness is the key here, as well.

What do you foresee as the future of the river cruise segment?

I think we are seeing a maturing of the product. There are definitely other markets out there, but I think the ones that make the most sense economically and logistically are already being sold.

What I am most interested in is seeing who can really make the next big jump in ship design. Due to the size of the locks, there are extreme limitations compared to ocean cruises, but I believe innovation is on the way.