While only a small portion of the population has boarded a ship to cruise along rivers in the United States, Europe or Asia, consumer interest in river cruising is growing exponentially. According to a new AAA survey, 14 percent of Americans have enjoyed a river cruise, but approximately four in 10 would consider river cruising for an upcoming vacation. Following this trend, AAA’s river cruise bookings have increased more than 16 percent in just the last year.
Despite the perception that river cruising appeals primarily to older generations, millennials respond more strongly to several key attributes of river cruising than members of Generation X and Baby Boomers. The younger generation is less likely to have taken a river cruise vacation (11 percent), but they are more likely to consider one for an upcoming vacation (42 percent internationally; 45 percent domestically) than either Generation X or Baby Boomers.
Fifty-four percent of adults in the U.S. feel the all-inclusive experience focused on the journey, not just the destination, is the top benefit of river cruising. Other attributes that are similarly appealing include the ability to visit unique destinations not accessible by larger cruise ships (cited by 50 percent of survey respondents), the opportunity for an authentic travel experience (48 percent) and the convenience of docking right in the heart of a city or town (48 percent).
Travel deals are changing weekly so AAA recommends consulting with a travel agent to explore the various options and special offers that are available. To evaluate consumer river cruise travel intentions and perceptions, AAA contracted with a national research company to perform a telephone survey of 1,012 adults living in the continental United States. Survey results are an accurate representation of the total continental U.S. population with a margin of error of +/- 3.9 percent at a 95 percent confidence level. The survey was conducted June 23-26.