Sell Value-Rich River Cruises

River cruises deliver more commission dollars for agents and more value for clients. Plus, demand is growing. To sell river cruises, agents should emphasize the inclusive pricing and the in-depth experience, executives say.

How to Position Value-Rich River Cruises
by Nick Verrastro March 07, 2011

River cruises’ all-inclusive pricing offers lots of value for clients and lots of commissions for agents, say river cruise operators.

Those are two good reasons why agents should educate themselves about the river cruise product, according to Paula Hayes, vice president of the Globus Family of Brands, which includes Avalon Waterways.

Moreover, demand for value-driven river cruises is growing. Bookings were brisk even through the recession, and nearly all river cruise operators are adding new vessels this year to accommodate the demand, according to panelists in a river cruise workshop during the New York Times Travel Show Travel Industry Conference in New York last week. The three executives noted that agents earn commission on everything included in the river cruise – and that means shore tours, wine and drinks.

Following are tips from the executives on how to position and sell river cruises.

1. Sell value, not price. “Don’t let river cruise prices stop you from selling river cruises,” said Hayes, responding to agent objections that river cruise prices would deter clients. “Agents can really leverage that all-inclusive value.

2. “Start the sales process by talking about the value the product offers and what the river cruise prices include. By the time you get to the discussion of prices, clients will be comfortable,” Hayes said.

3. Make the comparison. Restuccia advised agents to “put a price on everything that a river cruise includes – wine and beverages, entertainment, shore tours and even that cup of coffee.” Past ocean cruisers who have been hit with an onboard bill at the end of an ocean cruise will appreciate the all-inclusive price.

4. Know the demographics. Past ocean cruisers; destination-oriented clients, including experienced travelers, and family multigenerational travelers are all good prospects for river cruises, according to panel members.

5. Tailor your pitch. River cruises should be targeted to clients who want destination experiences, said Sawhney, because they “provide a way to experience Europe, to get into the local culture.”

6. Past ocean cruise clients, especially those who have been on Europe cruises and want to delve deeper into the continent, are great prospects, said Hayes. So are mature, experienced travelers, especially for longer itineraries, noted Restuccia.

7. A younger demographic, people in their 30s and 40s, are also increasingly attracted to river cruises because of their value and destinations, Restuccia added. He suggested recommending shorter itineraries of four to seven days to this demographic.

8. The wide variety of experiences offered by river cruises – such as biking at the destinations, onboard lectures, local cuisine – appeal to multigenerational clients, noted Hayes. The personal ambiance of the river cruise makes it “especially good for families who enjoy traveling with each other,” Restuccia said.

9. Qualify clients appropriately. Agents should qualify clients for the river cruise product by asking why they want to travel to Europe and what experiences they are looking for, executives said.

10. Sell the experience. The river cruise is like a motorcoach on water, because it visits the heart of great cities and small towns, tying up alongside quays. Clients walk off the vessel into the middle of things. “You won’t spend hours on a bus getting from the ship to Rome,” said Sawhney, comparing the river and ocean cruise destination experiences.

11. On a river cruise, clients spend significantly more time touring ashore than they do on an ocean cruises and that, said Sawhney, “is a huge difference that you have to explain to clients. You are in the destination; the ship is not the destination.”

12. Clients will spend the whole day and usually part of the evening in a river town or city, so they experience the local way of life. Restuccia said he’ll spend the day exploring and relaxing with locals in a café without worrying about making it back to the ship – because it is usually just minutes away.

13. Describe shipboard life. River cruise vessels are modern and contemporary. Onboard entertainment is simple and reflective of the destinations on the river cruise itinerary. Local musicians, folkloric groups and lecturers imbue the product with the destination experience, Hayes said.

14. Know the destinations. Most river cruises are on the waterways of Europe – on the Rhine; along the Main-Danube Canal; on the Danube down to the Black Sea. Viet Nam and China are also growing river cruise destinations. Egypt and the Nile River is a popular “bucket list” destination for river cruisers. (While river cruise itineraries were put on hold during recent political demonstrations in Egypt, both Hayes of Avalon and Sawhney of Tauck said their companies plan to resume Egypt itineraries in April.)