Aussies are travelling longer on bucket-list holidays, looking for adventure and taking more than one trip, mostly in groups with friends and family, as they reconnect after time apart.
Those are just some of the intriguing travel insights Uniworld President & CEO Ellen Bettridge has gleaned from the latest customer data that show Australia’s 2023 bookings are up 38 per cent on 2019 levels for the boutique river cruise line.
Karryon had an exclusive chat with Ellen Bettridge, who was in Sydney this week, to talk about what luxury cruise clients want, the allure of the unknown and why Australia is Uniworld’s second-largest source market.
What’s driving travel demand in the luxury space?
The industry is talking about pent-up demand and it really is there – people are just itching to go somewhere. We’re really seeing it in the luxury space with the higher-end travel products selling right now.
We also know that Australia follows the US in terms of travel trends, and right now, Americans are looking for adventure. They’re looking for different experiences – that moment when they can just take a deep breath after all these months of being locked up.
What other insights can you share about Uniworld’s Australian clients?
Australians are taking longer, big bucket-list trips that are new and different. We introduced a world cruise, our 46-night Rivers of the World 2023 cruise from Cairo to Lisbon, and 41 per cent of the guests are Australian.
What is also interesting is Australians are taking more than one trip and travelling with larger groups, either friends or family, who they haven’t been with for a year.
We are seeing strong demand for France and Portugal, followed by the Christmas markets with our Australian guests. Typically, the 16-day European Jewels itinerary is our most popular cruise with Australians but for the 2022 season, France and Portugal are the definite leaders.
Egypt is selling amazingly well in the US and Canadian markets at the moment and now we’re starting to see that trend in Australia.
What are Uniworld clients looking for in luxury and experiential travel now?
Adventure and the unknown. We released a 10-night, all-inclusive Mystery Cruise last year, and it sold out in four hours. I hosted the first Mystery Cruise in June and we went to Switzerland and Germany. We added a second and third Mystery Cruise and we have Australians on both of them.
How important are travel advisors for Uniworld?
Travel advisors are critical to our success because Uniworld is different, and I need someone who knows how to sell the Uniworld difference and understands the experience.
Around 70 per cent of Australians use a travel agent and with over $8 billion in travel credits in Australia across every segment, people are anxious coming out of the pandemic so advisors are more important than ever.
How have the heatwaves and drought affected Uniworld operations in Europe?
In all, we had seven cancellations, which only represented six per cent of our entire European sailings during that week. We decided it was more important to get in front of it and make sure that we deliver what we promised.
Of the Rhine and Danube cancellations, we were able to move guests to another cruise and of the Australians who were impacted, 80 per cent moved to another cruise in Portugal, Italy or France. It was stressful, but after you’ve lived through COVID-19, you can go through anything!
At the moment, I have a call three times a week with my operations team about water levels and what’s happening, and the great news is things are looking very good as there is a lot of rain right now.
When is your next leisure trip?
I’m actually hosting the mystery cruise in September so I can’t tell you where I’m going! I am going on a cruise again with my family and my children, aged 21 and 28, are keen to visit the Christmas Markets, which I’ve never done, so we’re scheduled to do that this year.
It’s looking very positive for Uniworld with the launch of the 2023–24 collection and bumper bookings from Australian clients.
I am very excited about the Australian market, based on the fact that 2023 bookings are up 38 per cent over 2019 and all the advisors who I have been talking to in Australia are very enthusiastic.
One Australian advisor thanked me, saying how easy Uniworld was to work with during all the transition and that it meant a lot to know that our team is there to support them and get things done. So that’s really made me very proud.
For more info, visit uniworld.com/au
