AmaWaterways saw a significant increase in bookings for French river cruises during the Paris 2024 Olympics, showcasing the appeal of the region amidst a global sporting event.
- Bookings for luxury cruises along the Seine, Rhone, Saone, and Dordogne rivers spiked by 28% from the UK market compared to the previous year.
- The Seine river, particularly popular due to hosting key Olympic events, witnessed a more than 125% increase in bookings through UK agents.
- AmaWaterways’ strategic focus on France, including new itineraries, contributed to a wider selection of departures and increased agent engagement.
- Commissions to travel agencies surged by 47%, highlighting the strengthened partnerships between AmaWaterways and UK travel agents.
During the Paris 2024 Olympics, AmaWaterways reported a remarkable surge in bookings for its river cruises in France. With the games spotlighting Paris and the surrounding regions, interest in the luxury cruise line’s offerings increased substantially among UK travellers, evidenced by a 28% year-on-year rise in reservations.
The Seine, Rhone, Saone, and Dordogne rivers were particularly popular, with the Seine river attracting considerable attention due to its role in the Olympic ceremonies and events such as the triathlon and select swimming races. This led to an impressive 125% increase in bookings for Seine cruises through UK travel agents.
AmaWaterways capitalised on the heightened interest by expanding its itineraries, including the introduction of two new Grand Voyages. These journeys combine prominent French rivers, offering varied experiences, thus broadening the scope of available departures for interested travellers.
Further strengthening its market position, the company increased commissions paid to travel agencies by 47% compared to the previous period. This strategic move not only rewards agent partners but also cements AmaWaterways’ commitment to fostering strong relationships with the UK travel sector.
Jamie Loizou, managing director of AmaWaterways, stated, “The spotlight that the summer games has shone on Paris and the rest of France has acted to remind people what a very special part of the world it is.” His comment underscores the success of leveraging international events to enhance regional tourism.
This surge in bookings demonstrates how global events like the Olympics can significantly boost regional tourism interest.
