Miles Morgan Travel has begun a drive to become ‘The Home of River Cruise’ after being inspired at this year’s Clia Conference.
The independent agency has launched a TV ad, released a brochure and created a section on its website dedicated to the sector.
General manager Mandy Shillito launched the initiative after attending the Clia Conference in Southampton in May, which she said made her “realise the potential in river cruise”.
The event included stage sessions with AmaWaterways president and co-owner Rudi Schreiner and television presenter and river cruise fan John Craven.
The new brochure includes sailings in Europe and Asia from 12 cruise lines. Fifteen agents have also undergone specialist training.
Shillito said: “If I had not gone to the Clia Conference, we wouldn’t be doing this. I was totally inspired by the event. It made me realise the potential for river.”
She said the business had seen demand for river cruises increase over the past two years.
“Customers who have ocean cruised are catching on to river. When they have done the bucket-list ocean cruises, they sample the Rhine or Danube and then work their way through the rivers.”
Andy Harmer, Clia vice-president of operations and director of Clia UK & Ireland, said: “We try to sell our conference with different and inspiring figures who can talk about the industry from different perspectives. Miles Morgan Travel has recognised the huge growth in this sector, with new ships coming, new destinations opening up and more shore excursions available.”
Owner Miles Morgan said: “I am excited about the initiative and see it as an ongoing project as river cruise grows further in popularity over the years to come.”