AAA survey, bookings reveal strong traveler interest in river cruising, including among millennials
CHARLOTTE, N.C. (Aug. 18, 2016) – 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.
“While river cruising has traditionally attracted older generations, this travel experience continues to boom thanks, most recently, to younger travelers,” said Sarah Henshall, Vice President of AAA Carolinas Travel and Branch Operations. “It’s a great way to see the world for millennials who are attracted to international travel along scenic and historic banks. River cruises are becoming multi-generational vacation options, with activities and itineraries to accommodate everyone’s needs.”
Overall, one in four Americans say they are very likely or likely to take a river cruise vacation in the U.S. or internationally in the next five years. River cruising tends to encourage repeat visitation with nearly half (48 percent) of past river cruisers reporting that they are likely or very likely to take a river cruise vacation again in the next five years.
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).
Travelers considering a river cruise vacation should consult with a travel agent to explore the various options and special offers that are available. For example, AAA members who book a 2017 Uniworld Boutique River Cruise Collection sailing with a AAA credit card in August or September can receive additional savings. Members can also enjoy added amenities on select river cruise departures as part ofAAA Vacations, a collection of unique, engaging travel experiences designed specifically for AAA members.
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, 2016.
AAA Carolinas, an affiliate of the American Automobile Association, is a not-for-profit organization that serves more than 1.9 million members and the public with travel, automobile and insurance services while being an advocate for the safety and security of all travelers.