What is the appeal of themed cruising?
Today’s more discerning travellers are no longer satisfied with run-of-the-mill volume voyages. Purposeful and more personalised travel is now a prerequisite – and the more exclusive, immersive and unusual the better.
Whether it’s a wildlife-focused cruise through the Amazon with a renowned naturalist or a culinary cruise through the Mekong with a world-famous chef, these special-guest-hosted itineraries transform each trip into a genuinely educational, expert-led experience.
With the niche’s popularity and competition for passengers soaring, we are seeing operators attempting to differentiate themselves and tap into new market segments with themed sailings.
For those on the fence about choosing a particular destination, the perceived extra value of having a special guest on board, or additional activities available, may be the thing to tip the scales and get them to convert.
Tell us more about what special guests add to the voyage?
The appeal of special guests cannot be underestimated. Some of the destinations we offer, like the Amazon or Upper Mekong, are once-in-a-lifetime type trips. Our most affluent and time-poor guests will pay a premium for the most definitive, expertly guided experience that their limited time allows.
You can’t put a price on learning directly from the world’s preeminent experts on certain species, civilisations or cuisines. These personalities can elevate the experience from your typical tour to a genuine, expert-led, educational journey.
Then you have the new-to-cruise audience who are passionate about a particular theme, such as wellness, gastronomy or herpetology. They may never have considered a river cruise before.
The allure of participating in their preferred pastimes in a completely new and exciting environment or format can be hard to resist.
Can you talk about the trends shaping themed river cruising?
Perhaps the most significant trend is the focus on citizen science. It’s been a staple offering in polar expedition cruising for a while now, given the amount of research that goes on at the poles, and riverboats are now realising the benefits to both their appeal and for the destinations they operate in.
Researchers are so few in number. It makes sense to leverage the extra set of hands and eyes of those aboard to help expedite their efforts in data and sample collection.
From a traveller’s perspective, not only does it provide a true sense of purpose and connection to the destination, it also gives a normally unattainable level of behind-the-scenes access.
Guests can now actively participate in activities like logging dolphin sightings or helping release baby charapa turtles into the wild, to help with the repopulation efforts of a vulnerable endemic species.
We are also seeing a surge in ‘wellness in the wilderness’ sailings. They combine the appeal of guest yoga instructors and sunrise yoga sessions with the incredible onboard spa facilities of the most luxurious vessels. They also offer guided meditations, tea tastings, shaman ceremonies and the chance to learn about the medicinal plants of the jungle.
What are clients asking for?
Clients are constantly seeking deeper immersion through active exploration and participation. They yearn for those intimate, visceral encounters that ultimately feel like you’ve lived something rather than merely witnessed it.
In the Amazon, it might be the chance to silently kayak through the flooded forest or those lesser-explored tributaries to get as intimate with the landscape and as close to the wildlife as possible. Or it may be the opportunity to spend a thrilling night glamping surrounded by the sounds of the jungle.
For specialist wildlife sailings, popular with photographers, guests might ask for their own guide and skiff to explore more independently, so that they can head out before dawn or even after dark during their target species’ peak activity.
In places like the Mekong, clients are increasingly asking for authentic, small-group cultural exchange and private sessions with local artisans, ensuring the experience is respectful and directly beneficial to the community.
What are your tips for selling themed river cruises?
The first is to focus on the immersive nature of themed river cruises. Ocean cruises offer variety but often very little immersion.
While there may be things to do on board or on shore, the likelihood of being able to savour those experiences for any length of time is minimal. Themed expedition river cruises, on the other hand, offer a focus. Virtually every excursion, lecture and meal is near-guaranteed to be aligned with a client’s core interest.
They’re like the travel equivalent of a masterclass, with unparalleled access to experts, ecosystems and unique experiences.
Secondly, create a sense of urgency and exclusivity. Scarcity and exclusivity are still powerful motivators in the luxury and specialised travel sectors. So be sure to convey that these are limited-edition sailings and that they sell out fast.
A dedicated, expert-led departure down the Amazon with a world-famous chef that specialises in Amazonian cuisine, such as Pedro Miguel Schiaffino, might happen only once or twice every other year. Creating that sense of urgency and rarity can go a long way to help justifying premium pricing.
Thirdly, it is about sharing the journey with like-minded individuals. Perhaps the most persuasive pitch is to leverage the like-mindedness of the travellers that guests will share their themed departure with. The people you share a journey with, going through life-changing or at least life-affirming moments together, can make a real difference to your overall cruise enjoyment.
The theme assures a convivial atmosphere with a community of kindred spirits. This is particularly appealing to solo travellers who may be apprehensive about the social element of travel.
An agent can confidently say: “You are guaranteed to be sailing with other people who share your exact passion for hummingbird photography or Khmer history.”
