On 17 June, A-Rosa Alva set sail for a cruise along the Douro. Later the same month, A-Rosa welcomed guests on board for a Rhine itinerary, followed by cruises on the Danube on 20 June.

Ordinarily, such departures would not make any headlines. However, in these extraordinary times, these voyages represented so much more than regular sailings.

As A-Rosa UK & Ireland MD Lucia Rowe explains to Cruise Trade News in the following interview, this is now a “time of hope, a time of solidarity and a time for being grateful that we have the confidence and courage to make a comeback onto the rivers of Europe in the new normal”.

What new health and safety measures have you put in place?

We have created an extensive new health and hygiene concept that enhances our existing systems. Measures include social distancing protocols for the entire ship, enhanced cleaning procedures, the wearing of mouth and nose coverings in some public spaces, and pre-screening and temperature checks prior to embarkation. Meals are also served at tables, at set times and excursion participant numbers have been reduced. In addition, all A-Rosa ships are already equipped with an air refreshment system that ensures all cabins and public spaces operate using separate air supplies.

What external agencies have you worked with to build these new measures?

The concept has been created by the A-Rosa Care Team, comprising of both internal and external specialists. This includes the Robert Koch Institute in Germany and Dr Jens Tülsner, founder and CEO of Marine Medical Solutions, who has also been appointed as fleet doctor for the entire fleet.

How do you ensure guests follow the new measures on board?

A care team, led by the ships management will be responsible for implementation on board. Increased signage, announcements and markings have been created to assist guests plus everyone receives documentation regarding the new protocols with their travel documents prior to departure. We have also created a video for our website, detailing the new procedures.

How different is the overall on-board experience?

Obviously we have had to adjust the experience a little due to many of the new guidelines, but we have worked tirelessly to still offer a relaxed experience and the A-Rosa touches. Overall there will be more service – the buffets have been replaced with seated served dinners, many of which are themed around the destinations visited.

We will still offer our premium all-inclusive drinks packages, with drinks served at the tables rather than at the bar. Excursions will take places in smaller groups, which will enhance the experience for many. Embarkation and disembarkation will be staggered so there are no queues anywhere.

What has been the initial guest feedback?

The initial feedback has been really positive and the new concept is working well for guests and crew alike. Everyone seems to be taking more time to enjoy everything and they are grateful that after the hard months of lockdown they are able to take a holiday. Many of our guests are quite emotional when they get back on board and are just so very grateful to be back sailing on the rivers.

Why is now the right time to restart cruising?

Europe has opened it borders and travel corridors are being introduced, so travel is possible again. Destinations along the rivers where we operate have been preparing for months now to welcome back visitors in collaboration with their relevant authorities.

All the river cruise lines have been working around the clock to create new hygiene protocols and new cruising concepts so that these amazing holidays are possible once again. A-Rosa has had a head start in terms of preparation as at the start of March we began our operations for a couple of weeks with new protocols in place.

Is this new on-board experience the new norm for the foreseeable future?

For now, [but] we hope to return to our normal style as soon as the situation allows.

How do you intend to increase sailings over the coming months?

With restrictions lifting more and more, destinations opening up and with demand picking up from most European market segments, we are adapting every single day. Each day as more restrictions lift, we come a step closer to sailing every itinerary.

How are you changing your shore excursion programmes?

Excursion group sizes will be reduced, masks will be worn on coaches and audio equipment and bikes will be disinfected after every use.  

What positive message can you share for all those in the cruise industry?

This is a time of hope, a time of solidarity and a time for being grateful that we have the confidence and courage to make a comeback onto the rivers of Europe in the new normal.

We have received so many messages of encouragement and support and from guests, the media and competitors alike. I hope that A-Rosa’s comeback provides a beacon of hope that things can and will get better, and that slowly and carefully, the sector, by standing together, is ready to once again offer amazing holiday experiences on some of the most world’s most beautiful rivers.