River Cruising Is 'Having a Moment'—And Travel Advisors Are Cashing In

by Sarah Kuta
Last updated: 11:30 AM ET, Mon March 18, 2024

River cruising is becoming an increasingly popular way to travel—and travel advisors are capitalizing on the industry’s success.

“The whole genre of river cruising is having a moment,” said Zane Kerby, president and chief executive officer of the American Society of Travel Advisors (ASTA). “Americans are awakening to the idea that you can see six or seven different European cities—with all the friction of movement in between taken out—by these elegant river cruise companies.”

But don’t just take his word for it: Ask any of the U.S.-based travel advisors who attended ASTA’s River Cruise Expo in Amsterdam last week.

The sold-out event, which took place March 13-17, has grown exponentially since it launched three years ago as more and more travel advisors seek out education and connections to help boost their river cruise sales. The expo grew from 500 attendees in 2022 to more than 1,300 this year. And next year's conference—which sold out within days of registration going live—will be even larger, with 1,500 attendees.

It's clear that travel advisors see big potential in the river cruise sector.

“River cruises are confusing enough that people really appreciate my expertise,” said Diane Frisch, owner of Diane Frisch Destinations, who won the inaugural River Cruise Advisor of the Year award at the expo last week. “And attending events like this really helps increase my value because I can talk to people about all the lines. They’re all really different from one another and, yet, very few people understand that.”

Or, ask the river cruise lines themselves. They’re expanding their fleets, launching ships on new rivers and tailoring their offerings to better accommodate the growing number of North Americans who want to explore the world from the comfort of a floating boutique hotel.

“We’ve all heard it: Cruising is back, cruising is back, cruising is back. That’s true, but river cruising is leading the way,” said Alex Pinelo, senior vice president of sales for AmaWaterways. “Last year was [the company’s] best year ever—and we’ve already surpassed last year.”

Cruise line executives hosted education sessions at the 2024 ASTA River Cruise Expo in Amsterdam

‘Commissions With A Comma’

A dozen river cruise vessels representing nine brands docked next to each other in front of Cruise Port Amsterdam for the expo: Amadeus River Cruises, AmaWaterways, Avalon Waterways, Riverside Luxury Cruises, Riviera River Cruises, Viking, Uniworld River Cruises, Tauck and Emerald Cruises.

Many travel advisors stayed onboard the ships during the conference, then toured and ate meals on the others to familiarize themselves with the different offerings; some also signed up for pre- or post-expo FAM trips. They also deepened their knowledge by attending education sessions hosted by the individual cruise lines, chatting with executives during a one-day trade show and listening to presentations during a four-hour general session.

Travel advisors stayed on the 12 river cruise ships at the 2024 ASTA River Cruise Expo in Amsterdam

Their overarching goal? To earn “commissions with a comma,” as Kristie Keller, owner of Addicted to Adventures, said during a panel discussion. She was back at the expo for a second year because of how much she’d been able to grow her river cruise sales after the 2023 event.

“Even though I’ve only been in the business of selling river cruises for a year, I have a group going in May of over 45 people,” she said, eliciting cheers from the audience.

Advisors like Keller not only shared inspirational success stories, but also offered up actionable tips and advice for fellow advisors. Their recommendations ranged from building relationships with business development managers (BDMs) to adding a sense of urgency and exclusivity in communications to their clients. They also discussed the value of social media and letting their own passion for river cruising shine through.

“If you build excitement—whether it’s on social media or email or at cruise nights—if you talk with enthusiasm and you put it out there, people will come to you,” said Vernae White, the owner of Voyages by Vernae.

Travel advisors networked with each other and with cruise line executives at the 2024 ASTA River Cruise Expo in Amsterdam

Travel Advisors Are 'Instrumental'

The growing demand for river cruises is manifesting in several ways, as cruise line executives shared with attendees. Not only are more travelers booking river cruise voyages, but they’re also booking earlier, they’re committing to longer itineraries and they’re splurging on larger, nicer state rooms.

River cruises are likely still benefitting from pent-up demand coming out of the pandemic. But travel advisors themselves have also played a role in the sector’s growth, said Jackie Friedman, president of Nexion Travel Group and ASTA board chair.

“A lot of it is awareness,” she said. “It’s still a relatively young industry, but for many consumers, it’s something new and different. I’ve been watching the travel advisors’ posts on social media at this event, and their clients are responding with lots of intrigue. ‘Oh, I never thought about a river cruise before.’ It’s a segment of the industry, for the most part, that travel advisors were absolutely instrumental in growing. And they’re instrumental in educating the consumers.”

In addition to the novelty, many travelers are drawn to river cruising because it’s an easy, stress-free and comfortable way to travel. Cruise brands are also offering well-timed promotions to help sweeten the deal, like flat-rate or free airfare amid soaring travel costs.

Cruise lines are also paying close attention to trends and adapting their offerings to appeal to new consumers. They’re offering more active excursions like hiking, biking and kayaking, and organizing sailings exclusively for solo travelers, for example. They’re also curating itineraries around specific interests, such as wine and fine dining.

Those efforts are paying off—and, just as importantly, they’re setting the industry up for sustainable, long-term growth.

“We have just scratched the surface with river cruising,” said Pam Hoffee, president of Avalon Waterways. “We will continue to grow at a good pace, at the right pace, to make sure we’re taking care of the environment and that we continue to be customer-driven.”

ASTA president and CEO Zane Kerby spoke at the 2024 ASTA River Cruise Expo in Amsterdam

Other ASTA River Cruise Expo News and Notes

Riverside Luxury Cruises kicked off the conference by christening its newest ship, Riverside Debussy.
ASTA revealed that the 2025 river cruise expo will be held in Vienna and will have room for even more ships. The event is already sold out, but travel advisors can join a wait list.
Michele Saegesser, vice president of sales and national accounts at Viking River Cruises, announced that she’ll be retiring after 45 years in the industry.
Travel advisors dined on some of the 12 river cruise ships at the 2024 ASTA River Cruise Expo in Amsterdam (Photo Credit: American Society of Travel Advisors)
ASTA's Kerby announced that the organization plans to ramp up promotion of its Verified Travel Advisor program, which first launched in 2017, with a forthcoming digital video series and increased media messaging.
Amadeus will launch its first battery-powered ship, the Amadeus Nova, in June, according to Marcus Leskovar, the line’s executive vice president. The vessel will be equipped with four electric motors powered by 500-kilowatt batteries, plus solar panels, a heat recovery system, a semi-autonomous sailing system and other efficiency upgrades.