- More families are turning to river cruising for all-inclusive convenient holidays.
- Some lines like APT, have found mother and daughter combinations travelling together.
- And Europe and Asia are the big regions where group are cruising together.
The river cruise industry has seen an increase in multigenerational group bookings, with families looking to spend quality holiday time together.
With their smaller ships, fewer on board facilities and distinct lack of waterslides, river cruises have traditionally been tailored for older couples or solo travellers. Itineraries tended to focus more on gallery visits and wine tasting rather than fun in the sun. But multigenerational river cruises are on the rise – even mother and daughter combinations.
River cruising offers many of the same benefits that make ocean cruising so easy for families. A fully planned itinerary, all meals included, interesting excursions – and the ability to visit many different cities without having to unpack and repack multiple suitcases constantly.
In recent years, other lines have noticed an uptick in family bookings. We asked them what’s driving the trend.
The most common theme was that people are prioritising spending time with their families and want to share experiences across the generations. Time and choice have become the ultimate luxury.
David Cox, the CEO of APT Travel Group said, “We have seen an increase, especially mothers travelling with their adult daughters. These experiences offer them an opportunity to spend quality time together in a way that everyday life doesn’t always allow. With everything taken care of, they can simply focus on enjoying a great experience and being together rather than coordinating logistics.
“River cruising is genuinely well suited to the kind of multigenerational travel we see, which is typically adults travelling with their parents or in-laws. For older travellers, the ease of access, the gentle pace, and docking right in the heart of each destination makes it work perfectly. For the younger generation in the group, the all-inclusive nature and the depth of experience at each port is the drawcard.”
Where are families river cruising?
Cox also said that for APT, “Our Mekong itineraries through Vietnam and Cambodia are proving particularly popular with multigenerational groups. There’s something about exploring somewhere truly different together that brings families closer.
Steve Richards, the Managing Director for AmaWaterways in Australia said Christmas cruising is popular among multi-generational travellers.
“We are seeing strong growth in both multigenerational and skip-generation travel, with grandparents travelling with grandchildren as well as full family groups. Increasingly, families are choosing to spend their time and money on shared experiences, and river cruising offers a seamless way to bring different generations together without the complexity of planning separate travel styles,” he said.
“Europe continues to be the most popular, particularly the Danube and Rhine, where the ease of travel between destinations makes it ideal for families. Christmas market cruises are especially sought after, as they offer a festive, immersive experience that appeals across all generations. We are also seeing growing interest in destinations like France and Portugal, where food, wine and culture create a strong multigenerational appeal.”
Why does river cruising work for multiple generations?
With different ages, fitness levels and interests, it can be hard to find a holiday that suits everyone in a family group. According to AmaWaterways, this is where river cruising becomes the ideal choice. Guests can choose to be as active or relaxed as they wish, so that the whole group is happy and doesn’t feel as though they are leaving anyone behind. It makes for a harmonious journey, with everyone getting what they need.
“Families are looking for a variety of experiences that cater to different interests and energy levels, from active excursions like biking and hiking to more relaxed cultural tours and culinary experiences. Accommodation is also a major consideration, and this is where AmaWaterways stands out.
“We offer a range of interconnecting staterooms as well as triple and quad share options, which are not widely available in river cruising. This allows families to stay close together while still enjoying comfort and privacy. Onboard, guests value multiple dining venues, wellness facilities and the ability to personalise their day, whether that is joining a guided excursion or exploring independently.”
With multiple shore excursions on offer at each port, the family can go together or split up as needed. That could mean the teens are off on a guided bike ride through the city, mum and dad are relaxing over a wine tasting, and the grandparents are touring a museum. At the end of the day, everyone comes back together to share a meal and swap stories.
Travelling with a large group also brings added complications, from booking rooms to organising transfers and finding restaurants that can accommodate everyone. A river cruise takes the hassle out of planning. Pick your cruise, unpack once and relax.
“Flexibility is key, and because everything is taken care of, families can focus on exactly that. A couple in their seventies and their adult children don’t necessarily want to do everything together, but they also don’t want to feel separated,” said Cox.
“Having a range of options at each port means everyone can spend their time the way they want to, before shared meals and onboard experiences bring the group back together naturally. River cruising also lends itself to connecting with other travellers, and that social element often ends up being one of the highlights of the trip.”
