Phil Hullah, CEO of Riviera Travel, has voiced concerns over the industry’s efforts to market river cruises effectively. Despite positive growth, challenges remain.
Riviera Travel’s business has increased significantly, yet Hullah underscores the need for better customer education about river cruising’s unique offerings.
Phil Hullah, the CEO of Riviera Travel, expressed concern about the river cruise sector’s inability to effectively communicate the unique benefits of river cruising to potential customers. Despite a 50% increase in trade business for Riviera Travel over the past year, Hullah believes that there is still work to be done to educate the market. Agents are pivotal in this process but currently face challenges in conveying these enriching travel experiences.
To address these challenges, Riviera Travel is launching initiatives aimed at increasing agent engagement and education. The company plans to organise 100 familiarisation (fam) trips throughout 2024. This effort is supported by a dedicated sales team and key account managers who continuously operate in the UK and Ireland.
According to Hullah, experiencing the product first-hand is essential to selling it effectively. Hence, agents participating in these fam trips will be better equipped to advocate for river cruises by understanding their value proposition more deeply.
Hullah emphasised the diversity within the river cruise market, highlighting both high-end and entry-level offerings. This diversity presents a healthy dynamic in the industry.
He noted that challenges arise when market players crowd the mid-tier, offering similar products, which can dilute the unique selling propositions of river cruises.
In line with its commitment to growth, Riviera Travel has announced the launch of two new ships next year. These vessels, named Riviera Radiance and Riviera Rose, will bolster the company’s capacity and service offerings, providing more options for consumers.
The expansion is part of Riviera’s strategy to capture a larger market share by offering varied itineraries and enhanced onboard experiences.
Hullah also addressed the persistent myths surrounding river cruising. Many potential travellers hold misconceptions about the demographic appeal and accessibility of river cruises.
By proactively engaging with these myths, Riviera Travel aims to broaden the appeal of river cruising to a wider audience. Education and information dissemination are key tools in reshaping this narrative.
To facilitate smoother operations, Riviera Travel has bolstered its sales support infrastructure. Based in their Burton head office, the team provides continuous support to agents across regions.
This strategic move ensures that agents are well-equipped with the necessary tools and information to effectively communicate the benefits of river cruising to clients.
Addressing the complexities of selling river cruises requires a multifaceted approach. Through strategic education initiatives and infrastructure development, companies like Riviera Travel are poised to overcome these challenges and reshape consumer perceptions, enhancing market growth potential.
The river cruise industry stands at a crossroads, requiring concerted efforts in education and strategic marketing to unlock its full potential. Riviera Travel’s proactive approach sets a benchmark.
With continued focus on dispelling myths and enhancing agent involvement, the sector can anticipate further growth and consumer interest.
