While travellers continue to prioritize health and safety, they are increasingly looking to plan longer, immersive travel experiences to better appreciate nature, live in the moment, and reconnect with friends and family, according to AmaWaterways.
Citing strong booking for the year ahead, co-owners of the US-based river cruise company – the only one to sail in Europe during the pandemic in 2020 – analyzed current business trends in the industry to offer the following positive trends that they say are driving heightened demand for the year ahead:
Longer Stays, Shorter Booking Windows – With international travel regulations still evolving, booking windows are expected to shrink, as travellers stand by ready to leap at the opportunity to escape to a new destination as soon as conditions are right. Passengers are also increasingly adding extensions to their seven-night river cruise, combining back-to-back cruises through Europe and adding pre- and post-cruise land packages. Topping the list are sought-after destinations like Bellagio, the “Pearl of Lake Como” with subtropical climates amidst snow-capped mountains and Transylvania, Romania, home to the legendary tales of Dracula’s castle and the Palace of Parliament.
Slow Travel – Travellers are opting for unhurried and authentic experiences within less crowded destination that offer a true immersion in the region’s culture, history, and gastronomy. With more leisure time in every port of call, river cruises allow travellers to explore at a slower pace and fully immerse themselves in every aspect of the destination – from sampling local cuisine and wines to venturing off the beaten path on bicycles.
Regenerative Travel – Now more than ever, travellers are actively seeking ways to give back to destinations by contributing to local economies and choosing sustainable ways to explore the world. Working closely with its destination partners, AmaWaterways has developed new hosted events to support local economies, mingle with the community and personally contribute to the recovery of the destinations they visit.
Holistic Wellness – With the pursuit of improved physical and mental health becoming more prevalent, the global pandemic has inspired many to focus on wellness, connect with new activities in the outdoors and improve their health and fitness. More people are pursuing travel that includes ways to continue to live an active, healthy lifestyle. Expanded in 2019, AmaWaterways’ complimentary Wellness Program includes dedicated Wellness Hosts on board its ships, guided hikes and bike tours through charming destinations as well as a variety of small group fitness classes that can be done on deck.
Celebration Travel – With many group gatherings to commemorate milestone birthdays and anniversaries postponed throughout 2020, celebration travel is anticipated to be a top trend among travellers of all ages in the year ahead. As loved ones search for a special way to make up for missed occasions, Ama reports it is noting an uptick in multi-generational and multi-family travel bookings and notes that Christmas Market and holiday cruises that are showing early booking levels well above previous years.
“North American luxury travellers are beginning to plan their next vacations, and based on what we are seeing, river cruises are poised to be among the first to bounce back to pre-pandemic levels,” says Schreiner, president of AmaWaterways. “River cruise vacations take place on smaller ships with fewer guests, cruise within countries and conveniently dock in the centre of charming towns and hidden villages. Looking ahead, we anticipate travellers will prioritize meaningful and authentic travel experiences that create true connections with their loved ones and the destination they are visiting. Travellers seeking this type of unique, intimate experience are driving increased demand for AmaWaterways.”
In 2021/22, AmaWaterways will debut five new itineraries plus new pre- and post-cruise land packages. Three new ships are also set to sail for the first time in 2021, including the AmaDahlia on the Nile and sister ships AmaSiena and AmaLucia on the Rhine.