VIVA Cruises’ country manager for the UK, Ireland, Australia and New Zealand, Michelle Daniels, shared her thoughts with Travel Bulletin about how freedom, flexibility and choice matter more than ever in river cruising
“For many years, travel was built around compromise.
Customers would choose a destination, a departure date or a price point and then adapt their expectations around the holiday available. In many cases, particularly in cruising, guests fitted around the product.
Today’s traveller is different.
Modern consumers increasingly expect holidays to work around their lifestyle, interests and personal preferences. They want choice, transparency and control.
And they want to travel in more diverse ways than ever before, whether that is multi-generational holidays, solo adventures, short breaks, longer immersive journeys, or experiences built around specific interests.
River cruising is no exception.
In fact, one of the biggest opportunities for the sector is its ability to evolve beyond traditional perceptions and appeal to a broader audience. That means recognising that not every guest wants the same experience.
Freedom, flexibility and choice therefore become more than just marketing messages. They are fundamental to delivering the type of holiday modern customers expect. And importantly, flexibility does not mean complexity.
Simplicity is key
In many cases, travellers are looking for simplicity. They want to know what is included, understand the true cost of their holiday and avoid any surprises once they are onboard. Transparency builds confidence and confidence drives bookings.
Encouragingly, many operators are already responding to these changing expectations. Greater clarity around pricing, more inclusive propositions and a wider range of itinerary options are helping to make the sector more accessible and appealing to new audiences.
At VIVA Cruises, that philosophy has shaped much of our recent development. This ranges from an all-inclusive proposition that includes dining, drinks, Wi-Fi and gratuities to themed sailings, new itineraries and innovative experiences such as our floating hotel stays in Paris.
We have also expanded suite accommodation through our VIVA Boutique concept, reflecting growing demand from guests for more space, more privacy and greater flexibility in how they experience a river cruise.
Our focus has been on giving guests a greater freedom to choose the experience that suits them best. The approach has also helped attract younger guests and first-time river cruisers who may not previously have considered a river cruise holiday.
The future of river cruising will not be defined simply by ships or itineraries. It will be shaped by how well we understand changing customer expectations.
The operators that embrace that shift will be best placed to attract new audiences, retain loyal guests and ensure river cruising remains relevant, accessible and appealing to the next generation of travellers.”
