Phil Hullah, CEO of Riviera Travel, expressed concerns over the industry’s limitations in river cruise marketing, highlighting the need for improved strategies and awareness.
- Hullah reported a 50% increase in Riviera Travel’s trade business despite the challenges in conveying the unique river cruise experience.
- The CEO stressed the importance of agents proactively suggesting river cruises to clients, dispelling myths, and emphasising this distinct way of exploring regions.
- Riviera Travel is launching two new ships next year and plans 100 familiarisation trips to enhance agents’ understanding of river cruises.
- Hullah highlighted the diversity in river cruising, ranging from entry-level to high-end offerings, and the need for differentiation in a crowded market.
At the CLIA RiverView Conference in Amsterdam, Phil Hullah, CEO of Riviera Travel, voiced his frustration regarding the industry’s struggle to effectively market river cruises. Despite these challenges, he noted a significant 50% increase in Riviera Travel’s trade business compared to the previous year. His remarks underscored the need for better educational approaches to help prospective customers understand the unique benefits of river cruising.
Hullah emphasised the essential role of travel agents in promoting river cruises, as many clients may not initially consider them as a travel option. He urged agents to be more proactive in recommending river cruises, noting that a greater effort is needed to dispel existing myths and communicate the distinct advantages of this travel style. “The people in this room have a massive job to get to the chase and to say [to their clients] ‘you know what, you might not have thought of it but this is a fantastic way to see an area’,” he stated.
Looking ahead, Riviera Travel is set to expand its fleet with the launch of two new ships in March and April of the coming year. To further support its sales initiatives, the company plans to conduct 100 familiarisation trips throughout 2024. These efforts are designed to equip agents with firsthand experience, enabling them to better sell river cruise experiences to their clients. Hullah noted the importance of understanding the product, saying, “To sell to guests you need to drink the cool aid a bit, so the more trade we can get on board to experience it the better.”
Hullah also drew attention to the range of offerings within the river cruising sector, highlighting both high-end and entry-level options. This diversity, he argued, is beneficial to the industry, yet poses a marketing challenge as companies strive to differentiate themselves amidst similar offerings. “There are operators who fall into both those categories and I think that’s a healthy thing. What’s difficult is when everyone is in the middle trying to do the same thing,” Hullah explained.
Despite frustrations, strategic initiatives and industry diversity offer optimism for the future of river cruise sales.
