Four leading river cruise lines have formed a collective to counter
what they say is “the huge marketing budgets of ocean cruising”.
The four want to promote the message that river cruising is as surprising, exciting and adventurous as any holiday.
The River Cruise Collective will dispel the myths that river cruisers are mainly older travellers wanting a quiet life.
Industry veteran Daisy Melwani has been appointed to spearhead the
dedicated river cruise campaign with the region’s cruise publisher Big
Splash Media.
Collaborating with key industry players AmaWaterways, Avalon
Waterways, Tauck and Uniworld, the River Cruise Collective is a
strategic marketing group created with the sole purpose of growing the
river cruise market share in the region.
Big Splash Media managing director and Cruise&Travel
editor-in-chief, Peter Lynch said it was an exciting time to launch the
River Cruise Collective.
“River cruising is a fantastic holiday option for so many cruise
aficionados. It offers exceptional value for money, luxury and unique
experiences holidaymakers wouldn't be able to access on their own, and
in much more comfort than being ushered around on a coach,” Lynch said.
“The big ocean liners make a bigger, louder noise with bigger budgets
so Australian travellers are less familiar with the potential of river
cruising. That's where, as cruise media experts, we come in.”
In 2024, the global river cruise market is estimated to reach
US$2,525 million, with an anticipated rise at a CAGR of 11.2% topping
above US$7,322 million by 2034, according to a recent Future Market
Insights report.