- The river cruise line is looking for more younger river cruisers.
- The After Dark program is designed for guests to explore the cities and towns by night.
- The average age of the Avalon cruiser is between five to 10 years younger than its competitors.
As river cruising grows in popularity, lines seek more unique selling points to attract new travellers.
And Avalon Waterways has done just that.
The river cruise line, known for its specialty Active and Discovery dedicated itineraries, and one of the first to pioneer excursions like kayaking and intensive hikes, has started to see the benefits of providing new types of experiences to its travellers.
The cruise line is expanding, to build one new ship per year.
Who is the new Avalon Waterways cruiser?
“On some studies on river cruise demographics, the average age of an Avalon river cruiser comes out five years younger than the average,” said Pam Hoffee, President of Avalon Waterways.
“Our average age is 65, and for those specific Active and Discovery itineraries, we take another five years off.”
For Avalon Waterways, the Gen X market is where they are putting their aim, especially with the announcement of the refurbishment of their fleet, as well as new evening programs.
“We definitely recognise that Gen X is who’s coming into this market and strong, and so we are speaking a little bit differently.
“I was at a conference, at a lot of that demographic came to me and said, ‘your ships are the only ones that I feel comfortable on. Some of the others feel like my grandma’s living room. That reaffirms the design changes that we have made as well as the look and feel that we are rolling out fleetwide.”
What is the After Dark program like?
The line’s special program called Avalon After Dark is designed for guests to explore ports by night, and even bring the entertainment back on the ship.
There will be new karaoke, trivia, as well as dancing in the ship’s Panorama Lounge, Sky Grill dinners on the top deck as well as adventures on shore.
“We have lots of overnights in port, so we are putting together the best bars and nightlife in those areas. We will have a new position called the Entertainment Host that we are working on and testing. We’ve even asked some of our crew who might like to DJ, whether they want to be part of the After Dark program.
“During summer, it’s warm enough to do dinners in the Sky Grill, so as part of the Avalon After Dark program, alfresco dining will be part of it.”
What are the most popular itineraries for Australians?
France is increasing in popularity, which is why the line has added more capacity to more undiscovered rivers like the Garonne and Dordogne.
With the announcement of a new Bordeaux river cruise, Hoffee says Australians are keen to combine French river cruises.
“France is always at the top of that list, so creating this itinerary that actually can combine with two other rivers. You can do the Seine, the Rhone, and Bordeaux all together, so a 21-day France immersion is possible.”
With the launch of Avalon Alegria on the Douro River in Portugal last year, the line has nearly sold out for 2025.
“The Douro was an overnight success, and the ship sold out last year. We have nearly sold out for 2025, but we recently found out we were able to add two additional departures in November.
And what about their competitors?
When asked about Avalon’s expansion plans and how the line will deal with new competitors in the market, like Celebrity River Cruises, Hoffee said it will be a big win for her brand.
“Quite honestly, I don’t see it as a bad thing to have a big ocean brand coming into the river. I think their entry is well-paced. They’re not coming in and saying we’re building 40 ships and putting them in,” said Hoffee.
“I’ve heard expansion numbers between 30 and 40 for their fleet size. In the early years. I think it’s actually going to be a big win for us as they have a huge database, and they will be telling their audience how great river cruising is. It will bring a lot of people interested in the river, and honestly, I think Avalon is probably the best alternative.”
