AmaWaterways’ agent bookings buoyed by Paris 2024 Olympics
AmaWaterways has reported a surge in French river cruise bookings from its UK travel agent partners made during the Paris 2024 Olympics
The line said views of Parisian landmarks during the opening ceremony on the Seine on 26 July, along with the triathlon and cycling events, led to a 125% increase in bookings for cruises on the river from UK agents compared with the same period last year.
The company saw a 28% increase in bookings across its entire French programme spanning the Seine, Rhone, Saone and Dordogne rivers.
As well as an increase in the number of reservations made, the line also reported an uptick in the number of travel agencies selling its French product.
As a result, AmaWaterways will be paying out commission to 47% more individual agencies than it did over the same period in 2023.
Jamie Loizou, managing director of AmaWaterways, said the spotlight the summer games shone on Paris and the rest of France has acted to remind people “what a very special part of the world it is”.
“With eight itineraries now operating in France, including our two new Grand Voyages which combine the Seine with Bordeaux and the Rhone, our agent partners have capitalised not only on this increased interest, but also on the widest selection of departures we have ever had in France,” he added.
AmaWaterways uses Olympics themed incentive to drive bookings
Prior to the Olympics, the line incentivised the trade to capitalise on strong demand for French river cruises with a booking giveaway.
Agents who made a reservation for any French itinerary during the Olympics and Paralympics, which ran from 26 July to 8 September, were entered into a draw with the winner taking home a European cruise of their choice for two.
