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American Queen Voyages’ UK GSA to bolster trade support in 2024

Michelle Daniels, A-Rosa River Cruises

The general sales agency (GSA) for American Queen Voyages (AQV) in the UK will look to enhance its trade support offering in 2024.

Light Blue Travel, which represents the America river cruise operator and Nicko Cruises in the UK, will further strengthen its ties with agents by adding more modules to its training programme and producing new digital marketing assets.

“This will include video shorts for our popular itineraries that our partners can then use as part of their own marketing mix,” said Light Blue Travel commercial director UK and Europe Michelle Daniels.

The commitment comes as the company publishes a 2025-focussed trade friendly preview brochure, featuring all-inclusive river cruises of seven to 16 days aboard American Queen and American Countess.

The trade friendly, digital brochure excludes pricing and CTA to enable agents to send the offering direct to clients with tailor-made quotes and their own contact details.

American Queen Voyages sees upturn in agent sales following launch of dedicated trade brochure

Next year will see AQV focus on themed experiential cruises and special events, with itineraries such as Culinary Experiences, which will feature AQV ambassador Regina Charboneau; Mark Twain Experiences, with expert impersonators and historians; and Wine Experiences along the Columbia River aboard American Empress.

“We launched our first dedicated trade brochure last year, alongside video-based e-learning online training courses and incentives, and these initiatives resulted in an upturn in trade engagement and an increase in trade sales – we hope the 2025 brochure will build on that success,” Daniels added.

All new bookings made from 28 December 2023 to 29 February 2024 will receive an early booking discount saving up to $3,500 per stateroom, and guests will receive a $100pp shore excursion credit, and $100pp on board credit.

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