How to switch-sell city break fans to river cruise
City break fans can often be the perfect clients to sell a river cruise trip to, often offering you more chances for commission in the process, explains Debbie Ward
Lucrative river cruise product was burgeoning pre-pandemic. As the sector builds back, converting city breaks to mini cruises is one way for agents to cash in.
“New-to-cruise guests often agree to a river holiday once they’re made aware of all its benefits compared to a city break,” says Tom Morgan, Riviera Travel’s head of agency sales for the UK & Ireland. “A river cruise has several advantages… in terms of choice, convenience and cost.”
Many lines now offer mini-cruises to central and western Europe for four or five days. Some even have three-day options, like Avalon Waterways’ Taste of the Danube (from £579pp), voyaging from Budapest to Vienna via Bratislava.
For clients who can spare a week, Douro cruises visiting Lisbon and Porto are also possible. Here are some tips on making the switch.
TELL CLIENTS THEY’LL EXPERIENCE MORE
Clients can upgrade their city break easily to a multi-centre trip with a river cruise. “There’s huge variety in river sailing, with at least one new destination to explore every day, and an expert guide on hand at all times,” points out Morgan.
Some mini cruises cover two countries, like Avalon’s five-day A Taste of the Rhine, Northbound (from £892pp in 2022) calling at Frankfurt, Rudesheim, Koblenz, Cologne and Amsterdam.
Others have added interest, for instance Saga has bands performing onboard its five-night Sounds of the 50s (from £999pp) and Sounds of the 60s (from £949pp) Rhine cruises, which also take in several German cities.
HIGHLIGHT RELAXATION
River cruises offer the same reassurance of being looked after as on an escorted tour. However, unlike on coach breaks, clients keep the same cabin throughout. Transfers through traffic are also reduced.
“You stay right in the heart of the city, with the added benefit of enjoying views from the river as you sail and in out,” explains AmaWaterways’ managing director Jamie Loizou.
Regional flights to the departure port are also often included. Several lines also have no-fly options using Eurostar.
STRESS THE VALUE
Andrea Kruse, VIVA Cruises chief operating officer, believes city breakers get more for their money on a cruise. She says: “VIVA’s all-inclusive product includes snacks, full-board, high-quality alcoholic and non-alcoholic beverages, minibar, beauty products from luxury cosmetic brand Rituals, plus Wi-Fi and all tips, meaning we represent incredibly good value.”
The brand has introduced more four-night voyages, like City Trip Netherlands (from €595pp), a circular cruise from Dusseldorf to Amsterdam, Antwerp and Rotterdam.
Ama’s Loizou stresses the amount that’s covered on a river cruise is also good news for the trade. “Our travel agent partners are earning commission on all our inclusions, such as meals and excursions, which wouldn’t be the case if they booked a traditional city break.”
STRETCH THE DEMOGRAPHIC
River cruises suit those with reduced mobility, but you can reassure more active clients that as ships moor centrally, they’ll be free to roam.
Loizou says: “We often stay in cities overnight, [giving] guests time to enjoy the [nightlife] and, of course, we give the option to explore independently or on our fleet of bicycles.”
Kruse adds: “We appeal to a broad demographic, from the older customer who wants to sit back and admire some of Europe’s greatest landmarks from the comfort of the ship, to the younger, more adventurous type who’ll take advantage of all the excursions, or simply set off themselves to explore.”
RECOMMEND CHRISTMAS MAGIC FOR NEW CLIENTS
Christmas shopping fans can often enjoy several popular Christmas markets in one trip and have ample space to relax in a festive atmosphere onboard in between. It’s a great way to tempt a first-time cruiser and is a potentially lucrative suggestion for groups.
Riviera is among several lines offering mini breaks to European Christmas markets. Its five-day Enchanting Rhine & Yuletide Markets cruise (from £689pp), takes in Bonn, Koblenz and Cologne. Look out for cruise lines’ New Year sailings too.
AGENT INSIGHT
“There was such a buzz for river cruising, it was absolutely electric before the virus hit. We were on the up and up,” says Jonathan Cunningham (pictured) director of Key Holidays.
Though the sector has been badly dented by the pandemic, he’s confident he can upsell from traditional short breaks if conditions are right. “I think it would be easy to switch, say if someone is looking at a city break for around £700 then a few days more on a river cruise is around £1,000,” he says.
He thinks direct flights and short durations will be clinchers. “If the cruise was four, five or six nights that would be easy, as the value would be plain to see. When you think about the flight, transfers, food, drinks and walking tours, it’s really easy to switch sell.”
He adds: “On [traditional] city breaks you’ve got the whole day mapped out, which is great to get your steps in, but you can be exhausted.”
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