River cruising – it’s a hyper competitive market, where cruise lines are stepping up their ‘exclusive’ game in a bid to win over passengers.
According to Cruise Lines International Association (CLIA) Australasia’s latest figures, in Australia, six percent of our cruisers are booking river trips.
As Asian rivers slowly build traction amongst Aussies – attracting 4,511 in 2013 –European rivers are proving to be the clear favourite, attracting 41,800 Australians in 2013 – up 24.4 percent on the prior year.
Competition is forcing river lines to distinguish their brands.
But with the fast growing number of passenger comes the equally as swift rise in river cruise vessels.
According to Avalon Waterways’ Managing Director Australasia, Stewart Williams, last year there were around 130 river vessels being sold to the Aus market.
This year, the figure has increased to 165.
He said the increase in both passengers and cruise vessels is creating an interesting, dynamic environment and forcing river operators to commodotise their products and set their brands apart.
“River cruise is taking off, it’s very dynamic and we’re having to work harder on our products by becoming more refined.”
Stewart Williams, Avalon Waterways’ Managing Director Australasia
And while creating a distinctive brand may be hard for some, Mr Williams said Avalon has been introducing unique qualities to its operations over the past few years.
The Suite Ship
In 2011, Avalon launched its first ‘Suite Ship’ featuring river cruising’s first Panorama Suites – rooms that are 30 percent bigger than the industry standard.
The suites further set themselves apart from others by featuring a wall-to-wall floor-to-ceiling window, making the stateroom feel more like a balcony with spectacular views of Europe.
Today, the cruise line has 10 ‘Suite Ships’, including Avalon Tapestry II, which launched in March, followed by Avalon Tranquility II, which took off last week.
New destinations – introducing Belgium
One of the key ways Mr Williams says the line is setting itself apart from competitors is by focusing on taking its guests to new destinations.
This year, we saw Avalon not only take its Suite Ship design to the Mekong and Irrawaddy Rivers, but also double its capacity in France, with Avalon Tapestry II.
But next year, the river line will take its guests along the Meuse River on two new itineraries in Belgium.
Announced at a media update in Sydney, Avalon will send smaller Suite Ships to visit towns and waterways that are out of reach from larger vessels.
Beginning in April next year, the first itinerary ‘Essential Holland and Belgium’ will take travellers on an eight-day itinerary beginning in Amsterdam.
Along the way, they’ll see Rotterdam and the windmills of Kinderdijk before travelling to the grandest cities in Belgium including Ghent, Antwerp and Brussels.
There’s also the nine-day ‘Enchanting Belgium’ tour beginning in Amsterdam and visiting Belgian.
Highlights including the medieval city of Ghent, the battlefields of Ypres, the historic port city of Antwerp and the picturesque riverside city of Namur.
Keeping a young and new fleet
This year saw the line launch two new ships in Europe and another two in Asia, next year.
Avalon doesn’t plan on slowing down in the coming year with plans to debut Avalon Passion and Avalon Imagery II.
National Marketing Manager Australia, Adam Mussolum told media last night that the ships will mimic their sister ‘Suite Ships’ and will be used on itineraries in Europe.
He said the vessels will be the same size as competitors, but smaller in terms of capacity.
This allows for more space onboard for guests.
Mussolum also revealed the line plans on retiring Avalon Scenery.
“It is part of our policy and procedure to keep the brand young and innovative so ships stay in the fleet for six to seven years and then retire.”
Adam Mussolum, Avalon Waterways National Marketing Manager Australia
Williams also noted that unlike other river cruise lines, the company prefer new build ships to previously owned vessels.
This follows their ‘young and innovative’ policy and ensures all ships are Avalon through-and-through.
Forget about all-inclusive
Williams said river cruising isn’t like ocean cruising where guests spend days on the vessel.
They’re literally visiting a new port everyday, so the idea of all-inclusive isn’t really beneficial to anyone.
He said guests on any river cruise spend the majority of their time exploring ports, they’re on the vessel for some quick breakfast, a dinner, some entertainment at night and sleep.
After that the days are usually spent at exploring destinations where they can source free Wi-Fi and obtain their own beverages and food.
Deborah Hutton
Another key difference setting the company apart and keeping it young is Australian ambassador, Deborah Hutton.
Her relationship with the line started five years ago, when she was asked to godmother a ship.
A ‘river cruise virgin’ prior to the naming ceremony, Hutton said she it took less than a day on her first cruise to fell in love with the line and the concept of river cruising.
“River cruising with Avalon is so easy, so comfortable and the intimate size of the ships makes you feel like you are at one with the ship and other guests.”
Deborah Hutton, Avalon Waterways Australian Ambassador
In fact, Deborah fell in love with cruising so much she decided to charter her first Avalon ship to share with fans.
‘Balance by Deborah The River Cruise’ will depart in August next year and will include wine tasting, spas, Hutton-crafted land tours and even some golf.