Average selling prices for river cruise are 50% higher in 2023 than last year and, while they are still not back to pre-pandemic levels, this could be the last year to secure really good deals, according to a leading line.
Speaking on board an Avalon Waterways three-night sailing on the Danube from Budapest to Vienna with trade partners, the line’s chief executive Giles Hawke said: “Prices are up 50% or maybe more this year.
“Volumes are down but not as much as we expected. A lot of people tried it last year when average selling prices were down to £2,800 per person but experienced the value and so have booked again, even though the average selling prices are up to £3,700 per person this year.”
More: River cruise growth ‘to outstrip all travel sectors in next five years’
Avalon Waterways adds no-fly cruises to 2023-24 collection
But he warned: “While pricing has got a way to go to recover fully, by 2024 it’s going to be hard for Brits to get these kinds of deals. All the other markets are coming back strongly, so there’s going to be competition for inventory and prices will go up again.”
John Sullivan, head of commercial at Advantage Travel Partnership, said: “River cruise for us is running in excess of +35% in revenue versus 2022 – it’s outperforming ocean.
“The success has been price‑driven, which has resulted in members selling up the ship, increasing the average selling price.”
He added: “We now have over 300 active individual members signed up to Latitude [Advantage’s cruise product platform], an increase of over 200% since before the pandemic. We’re working closely with our river cruise partners and have some exciting opportunities coming soon.”
Barrhead Travel sales and marketing director Nicki Tempest-Mitchell said the agency’s river cruise business had grown by 152% in revenue and 102% in passenger numbers compared with last year.
“We’re having a really good run on river cruise,” she said.
“We sent 10 staff to the Clia RiverView Conference; we’ve put in dedicated product training; we’ve put in a product head who has been in charge of messaging and marketing; and we’re really making sure that river cruising has a share of voice.”
Clia UK and Ireland director Andy Harmer said: “Agents are more confident talking about river cruising. Those who know what their customers are looking for will be in a great position to grow their river business.”
More: River cruise growth ‘to outstrip all travel sectors in next five years’