As river cruising rises in popularity, dropping is the age of guests that it is attracting, as cruise lines report that more Gen X travellers are setting sail.
Globus family of brands APAC head of marketing Johanna Raeder, says Gen X is Avalon Waterways’ fastest-growing generation, now accounting for around 25% of guests.
This, she says, reflects a broader shift in how people in their 40s to early 60s want to travel.
“Gen X travellers want holidays that feel effortless and tailored to their interests, and they’re often at the centre of family travel decision-making, which has made river cruising an increasingly attractive option for multigenerational holidays.”
Michelle Black, Viking’s md ANZ, also reports ‘increasing growth’ from Gen X. “Many are at a stage of life where they have more flexibility, both in terms of time and how they choose to spend their money,” Black says. “Their children have often grown up, they’re approaching retirement or have recently retired, and they’re looking to make the most of their travel experiences.”
The cruise lines agree that baby boomers remain the core demographic for river cruising. But TTC Tour Brands Oceania svp sales Andrew Young says while the average Trafalgar River Cruise guest is around 57-61 years, the fastest growing segment is the 41-50 bracket. The itinerary too can attract younger cruisers, Riverside’s Stewart Williams told Kiwi agents last week, adding that the younger passengers may opt out of excursions, preferring to explore themselves, with the use of the onboard bikes.
. . . Exotics & Wine
Uniworld too reports increased demand from slightly younger cruisers, particularly on its sailings along the Nile and Mekong rivers.
“The exotics cruises tend to attract more active or younger guests due to the more demanding nature of the shore excursions,” says Uniworld New Zealand manager Alka Thappar.
AmaWaterways has an average age of 59 onboard its river cruise ships, and its head of marketing for Australia & New Zealand Angela Smith adds that this age is lower on its dedicated wine cruises, at around 45 years old.
. . . Multi-gen Up
Younger cruisers are not the only demand change in the river space.
Young says Trafalgar is seeing enough bookings to indicate sustained trends towards intergenerational travel on its ships. “…it is evident our interconnecting rooms, which in the river cruise space is rare, are popular with families wanting to travel together.”
Raeder also says Avalon’s Active & Discovery itineraries allow different generations to explore the same destination at their own pace; for example, teens and parents can take a hike in Budapest while grandparents enjoy a guided city tour.
To capture the growing multi-gen demand, Uniworld offers dedicated Generations departures in Europe and Egypt, with itineraries designed for families. Its ships also offer inter-connecting cabins catering to larger family groups.
Multi-generational travel is also trending for AmaWaterways, says Smith, who adds that solo travel demand is growing rapidly. “[solo travellers] tend to be women; interestingly many report that their partner/spouse etc is just no longer interested in travelling internationally so they go by themselves and meet others while travelling.”
