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Charlotte Cullinan suggests selling a river cruise to clients who want to indulge their special interests this year
Whether a client’s eyes light up when they talk about gardening, history or food, there’s likely to be a river cruise out there that embraces and caters to their favourite topic.
Alongside fully themed cruises, many itineraries can be tailored to both existing and novice cruisers’ interests by choosing excursions that focus on their specialist subject.
Joseph Grimley, Scenic’s director of UK trade sales, explains: “Themed cruises offer a new perspective to seasoned river cruisers who may have ticked off all the main European destinations already.
From food and wine to sports, antiques, history or even dance, a themed cruise includes extra-special exclusive events and experiences your customers wouldn’t usually have access to.” Meanwhile, Andy Harmer, managing director at Clia UK and Ireland, says themed cruises are ideal for “travellers interested in getting under the skin of each destination” and recommends promoting them to customers who already enjoy city breaks and escorted touring holidays.
Here, we’ve selected five themed sailings that will indulge your customers’ interests.
Tempt green-fingered clients with inspirational Dutch gardens and a visit to the once-a-decade horticultural empire of the Floriade Expo 2022.
A complimentary Floriade excursion from Amsterdam is included in nine AmaWaterways sailings. The line’s executive vice-president and co-founder Kristin Karst says: “The event will allow our guests to discover ideas for their gardens and learn about the future of sustainability while immersing themselves in authentic Dutch culture.”
On the Tulip Time itinerary, they can also visit tulip fields and the annual Floralia flower show, featuring one million bulbs.
Book it: Tulip Time fares start at £2,432pp. Departing round trip from Amsterdam on 30 April, the eight-day sailing on AmaStella sails through the Netherlands and Belgium. amaWaterways.co.uk
Viking River Cruises head of sales Neil Barclay says Egypt is already on most customers’ wish lists due to its “fascinating history and rich culture” but believes interest will surge this year. He explains: “2022 marks the 100th anniversary of the discovery of Tutankhamun’s tomb, as well as the release of Kenneth Branagh’s film version of the Agatha Christie novel Death on the Nile.”
Viking Osiris will launch on the Nile in September, and Barclay believes it will be “the most upscale ship in Egypt”.
Its 12-day Pharaohs & Pyramids itinerary is ideal for those interested in history, showcasing the pyramids of Cairo, Luxor’s temples and bustling Aswan. Customers can add a four-night pre-cruise extension to see rare Egyptian art, archives and exhibits in London and Oxford.
Book it: Prices start from £5,475pp for Viking Osiris’ 14 December sailing, departing round trip from Cairo, including flights from the UK. vikingrivercruises.co.uk
Advise customers to set sail with an empty stomach on Scenic’s new Tastes of Southern France itinerary. It’s packed with inclusive culinary-themed excursions, including learning the secrets of truffle farming, visiting a mustard producer and a walking and tasting tour along the Rhone and Saone rivers. Highlights include trips to famed vineyards and an interactive workshop at Valrhona’s Cite du Chocolat museum.
Scenic’s Joseph Grimley says: “The South of France is famous around the globe for its beautiful countryside, amazing architecture and delicious cuisine. Guests can enjoy Scenic Culinaire, our exclusive onboard cooking school, where they can shop with a chef in local markets, then create incredible regional dishes back onboard.”
Book it: Prices for the 11-day sailing on Scenic Sapphire start at £3,195pp, departing 5 May round-trip from Lyon. scenic.co.uk
Families are increasingly becoming a target market for river cruises. Launching in May, A-Rosa River Cruises’ A-Rosa Sena is tailored to the family and multigenerational market. It boasts a kids’ club, children’s pool and a family area in the restaurant.
Stephen Joyner, UK and Ireland head of sales, suggests: “For families, pull out A-Rosa Sena’s family cabins or our unique kids’ clubs and kids-cruise-free offer. If targeting grandparents, promote the spa and excursions that they can enjoy while the kids are busy.”
The eight-day Rhine Discovery Amsterdam & Rotterdam itinerary departs round-trip from Cologne and family-friendly excursions include a trip to the world’s largest Belgian chocolate museum.
Book it: Family prices start at £4,516, including two adults and two children aged 15 or under sharing, with flights from Heathrow. Based on a 28 May departure, available via jtatravel.co.uk. arosa-cruises.com
Clients can embrace Central European culture – and watch the famous once-a-decade Oberammergau Passion Play – with Uniworld Boutique River Cruises.
Following a four-day pre-cruise extension during which they can enjoy the renowned Bavarian play, clients will join the Delightful Danube cruise in Nuremberg, sailing through Germany, Austria and Hungary. Recommend inclusive excursions based on their interests, as well as cultural trips such as Uniworld’s Jewish Heritage Programme, which offers visits to museums, memorials and synagogues.
UK managing director Chris Townson explains: “Connecting guests to the destinations and immersing them in the heritage is at the heart of what we offer at Uniworld, which is why the pre-cruise extension to Oberammergau is such a perfect addition to an already stunning journey through Europe.”
Book it: Prices start at £7,498pp, including flights from Heathrow, the Oberammergau extension and an eight-day cruise, departing on 6 July on SS Beatrice. uniworld.com
Focus on unique experiences
Uniworld’s Chris Townson explains: “The key to selling themed cruises – culinary, historical or activity based – is to highlight the ‘wow’ moments or little-known facts you think will appeal to clients. For example, many of the themed Uniworld cruises now include celebrity hosts with hidden talents.”
Highlight the knowledge gained
Viking’s Neil Barclay says: “People want to travel on an emotionally deeper and more personal level. Guests want to take time to relax but it’s becoming ever more important for them to end their trip feeling they have benefited from it in an educational sense and learnt a whole host of new information.”
Promote key destinations
A-Rosa’s Stephen Joyner adds: “Remember, river cruises offer the chance to be taken into the heart of many key European cities and towns, so from one holiday customers can visit two, three or even more different countries, all while only unpacking once.”
