(June 8, 2023) Cruising along the picturesque rivers of Europe has long been a popular choice for travelers seeking a unique and immersive vacation experience. European river cruise lines have recognized the immense potential of the North American market, the world’s largest travel market, and are now employing innovative strategies to expand their customer base and cater to the diverse needs of both American and multinational travelers.
One of the key factors in attracting North American travelers is understanding their preferences and tailoring the cruise experience accordingly. Marcus Leskovar, executive vice president of Amadeus River Cruises, emphasizes the importance of comprehending the market and providing a product that resonates with North American travelers while integrating it seamlessly into the client portfolio. This approach ensures that European river cruise lines can tap into the vast potential of the U.S. market.
To cater to the preferences of American and Canadian travelers, European river cruise lines are introducing various features and amenities. Budget-friendly options with shorter itineraries and a la carte offerings are popular among Europeans, whereas North Americans prioritize longer itineraries, all-inclusive packages, themed cruises, and robust culinary programs. By incorporating these elements, river cruise lines are successfully attracting more North American travelers.
CroisiEurope, a French river cruise line, shows how preferences differ between European and North American customers. While French customers often opt for short weekend getaways due to their proximity to ports, Americans are more inclined toward longer itineraries. CroisiEurope adapts to this demand by offering extended cruises, cruise and land packages, and even cruises outside Europe, such as in Africa. CroisiEurope caters to both French and English-speaking clientele, including those from North America, by being bilingual and providing French and English announcements and tours.
While maintaining its Austrian roots, Amadeus River Cruises also focuses on attracting North American travelers. With half of its client base coming from North America, the company offers amenities like the Cafe Vienna coffeehouse, providing a traditional Viennese experience on board. Additionally, recognizing the growing interest in pickleball, a popular sport in the U.S., the company has launched pickleball-themed itineraries on the Danube, catering specifically to the preferences of its North American clientele.
In addition to established brands, newer river cruise companies are also actively targeting the North American market. Viva Cruises, a German brand, recently hosted its first North American press group onboard its newest ship, the Viva Two. The company combines features that appeal to its European bases, such as shorter itineraries, with elements more common in cruises catering to North Americans, including themed sailings, a strong culinary program, and onboard wellness amenities. Viva Cruises’ all-inclusive concept aims to recognize the value of providing a complete package for U.S. guests, appealing to those seeking a hassle-free experience.
Riverside Luxury Cruises, a Hamburg-based river cruise line, is another example of a company making strides in the North American market. Acquiring the Crystal Cruises river cruise ships and launching operations in 2023, Riverside offers an all-inclusive experience and a heightened focus on its culinary program. The flagship vessel, the Riverside Mozart, boasts four restaurants with a larger kitchen, enabling chefs to prepare fresh bread, pastries, and pasta daily. The spacious sun deck features an herb garden, providing ingredients for dishes and cocktails, and two Big Green Egg grills offer a daily barbecue lunch. Riverside Luxury Cruises aims to captivate North American travelers through its exceptional culinary offerings and all-inclusive approach.
In their pursuit of expanding their customer base and attracting North American travelers, European river cruise lines have recognized the importance of understanding market preferences and tailoring their offerings accordingly. These cruise lines are successfully tapping into the world’s largest travel market by striking a balance between European and North American expectations. Whether it’s through all-inclusive packages, longer itineraries, themed cruises, or a focus on culinary excellence, European river cruise lines are embracing innovative strategies to capture the attention and loyalty of North American travelers.