New research commissioned by the River Cruise Collective shows an amazingly high number of Australians want to try this kind of holiday – but they are held back by a lack of information and belief that it’s expensive.
As one of the most dynamic and fastest growing cruising sectors, it is estimated river cruising will be worth $10 billion by 2030. With a virtually non-existent local river industry, interest for overseas river experiences has never been greater, according to CLIA Managing Director, Joel Katz.
The research, produced by MyTravelResearch and presented at Cruise360, reveals the pool of potential Australian river cruisers is over 20 per cent with a once-in-a-lifetime surge of 55+ retirees with healthy savings keen to enjoy a river cruise in the next two years.
“River Cruising has huge potential in Australia with more than 4 out of 5 Australians open to the concept,” MyTravelResearch project lead Carolyn Childs says.
What the research reveals
Sampling 3000 Australians, the research findings show 31 per cent of Australians would love to river cruise, while 22 per cent of those intending to take a river cruise are new river cruisers.
“The potential for growth among new river cruisers means 70,000 new clients, or 466 ships full. That’s an armada of new clients,” Peter Lynch, Managing Director of Cruise Passenger and campaign director of the River Cruise Collective said.
The exclusive research also revealed three types of traveller who are prime targets for river cruising. The largest growth area with 42 per cent were travellers keen to explore and immerse themselves in local cultures, followed by 36 per cent who wanted to be indulgent and relaxed. Around 23 per cent were after social and unique experiences.
What are the barriers?
However, the research also found that the barriers to river cruising were namely perceived high costs with 55 per cent citing it as a main objection followed by 22 per cent of Australians saying they don’t know enough about river cruising.
“River cruising actually has an enormous story to tell on value. The River Cruise Collective placed advertising in national press to counter this objection and we got a strong response,” Lynch said.
The advertisement compared a Amsterdam to Budapest river cruise to a self-drive holiday following the same route, including meals and experiences, and found river cruising would garner a saving of almost $13,000.
Meanwhile, great value only snuck in at number 9 of the top 10 reasons Australians chose a river holiday.
Top 10 reasons Aussies love river cruising
Unsurprisingly, 88 per cent of Australians who have experienced river cruising cited the fact they only have to unpack once as their number one reason for choosing a river holiday. Almost 80 per cent said they enjoyed travelling in style and comfort, while 71 per cent said river cruising enables them to be in the centre of the city at the start of each day.
“The research showed choosing the right cruise line was critical for Australian travellers, with branding being very important. So if you’re a new entrant, building a trusted brand is crucial and today we have more new entrants than ever,” Lynch said.
Other figures included 91 per cent of respondents citing the reputation of the company was crucial, closely followed by 89 per cent focussing on price.
Where are Aussies sailing?
The traditionally popular Rhine, Mosel and Main rivers are where around 60 per cent of Australians are currently cruising, closely followed with around 40 per cent taking to the Danube. Asia’s Mekong and even Australia’s own Murray river are spiking interest, with the Nile making a comeback.
Europe is expected to continue to lead for all segments of travellers in future, but the Douro river particularly shows it appeals to Exploration and Immersion travellers. The Seine river was notably popular with those Australians seeking to relax and indulge.
To download the complete research report, click here.
