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How to sell: Multi-generational cruises

river cruise, cruise, multi gen holidays, A-Rosa, families,

Everyone appreciates the importance of family time together and a holiday is the perfect way to bond and relax. Here, managing director for the UK & Ireland at A-Rosa, Lucia Rowe, explains why multi-gen is a market that agents simply can’t ignore.

At a conference I attended recently, we learned that the global family travel market is set to grow to 376 million family trips by 2022.

Research by Expedia showed that, when looking at the top 10 fastest-growing travel types around the world, family friendly came out on top, up by a massive 204 per cent year on year. So the opportunity for agents is real, and it is huge. This is where the cruise sector comes into its own, as it offers a diverse range of products, both ocean and river.

At A-Rosa, we’ve been actively targeting the multi-generational market for some years. River cruises offer the chance to travel to key cities around Europe and enjoy other delights of the region – all combined with relaxing on board among your loved ones.

river cruise, cruise, A_Rosa, multi gen holidays
A-Rosa’s Lucia Rowe

It’s fair to say that some agents may not immediately think of a river cruise when suggesting family and multi-generational options to clients, but it is actually a great solution that can meet the needs of everyone.

On our ships we offer flexible meal times and no set seating, so families can simply show up and eat when the restaurant is open. There are expansive buffets, plus kids’ menus, as well as pools for kids to splash in while the ships are sailing to the next destination.

On key school holiday dates on-board kids’ clubs are offered free of charge for four to 15-year- olds. So confident were we in this market that we took the bold step of offering a ‘Kids Cruise Free’ promotion on all our sailings (excluding the Douro, where we have a much smaller ship).

Looking ahead, things are set to get very exciting in this market, as cruise lines develop their products to capitalise on this growing sector. For 2020 A-Rosa will introduce a range of new family excursions, plus in 2021 a new ship on the Rhine – one designed specially for the multi-generational market.

It will have a range of incredible new features including a family area with spacious 28-square-metre cabins sleeping up to five people, and a dedicated kids’ club space. The ship will also feature a separate children’s pool, located next to a large swimming pool on the sun deck, and the restaurant will have a children’s area where young guests can eat together with their friends if they prefer.

Agents should bear in mind that the children cruising today are the cruisers of the future; if they have a great time cruising with their parents and grandparents, they will become cruisers for life.

Selling tips:

  • Highlight to customers the benefits of seeing so many different destinations in one trip and only having to unpack once for the entire family
  • Promote flexibility: consider what the different generations can do – different excursions, for example, on-board activities and food choices
  • Talk about the value for money and highlight what is included for all the family to enjoy

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