AmaWaterways has achieved a record month in March for UK sales, marking its best performance historically.
- This remarkable achievement saw a 72% year-on-year increase in sales, surpassing the previous record set in January.
- The company credits the majority of its bookings to its strong partnership with travel agents, reinforced during the Clia Riverview conference.
- In response to market demands, AmaWaterways introduced flight-inclusive pricing, which has been widely praised by agents.
- A significant portion of the bookings are for 2024 sailings, with increasing interest for 2025 cruises.
In March, AmaWaterways reported a historic milestone with its highest UK sales month ever, an achievement that outperformed previous records, notably those set in January. This exceptional performance reflects a significant sales increase of 72% compared to the previous year, demonstrating the company’s robust growth in the market.
The successful sales figures have been attributed in large part to the company’s fruitful engagements with travel agents, who played a pivotal role in securing bookings. According to Andrea Stafford, AmaWaterways’ UK and Europe sales director, the trade has shown ‘incredible support’ during March, particularly around the wave period. This robust partnership was further solidified during the Clia Riverview conference in Amsterdam, where new agent collaborations were established.
Further feeding the surge in bookings, AmaWaterways has incorporated flight-inclusive cruise packages into their standard UK pricing. This strategic move has been met with positive feedback from agents, who have described it as a ‘game-changer’. The integration aims to streamline the booking process for agents, reflecting the company’s commitment to supporting its partners efficiently.
The bookings in March primarily focused on 2024 sailings, indicating a shift in consumer behaviour towards planning travel within the year. However, there is an observable uptick in interest for 2025 departures, particularly for long-haul river cruises on the Mekong and Nile, positioning AmaWaterways ahead of its predicted sales trajectory.
Stafford accentuated the significance of the flight-inclusive pricing model saying, ‘Agents are telling me the switch to flight-inclusive pricing is a game-changer and I’m really excited we’ve made the change’. This approach is seen as aligning with the company’s trade-friendly ethos, further strengthening its ties with the agent community by simplifying the customer offering.
The record-breaking sales month for AmaWaterways in the UK underscores the profound impact of strategic agent partnerships and innovative product offerings.
