But this can limit our experiences and opportunities in both our personal lives and our professional lives. I see it all the time in our business when it comes to customer profiling.

Having worked in the river cruise business for a long time, I am all too aware of the stereotypes – the typical river cruise customer, the older couples looking for some cultural immersion at a slower pace.

Yes, it’s an experience that suits that demographic very well, but it’s so much more.

As we approach the height of the summer, I want to encourage agents to think outside the box and reshape their view of the river cruise customer – not only to capitalise on late availability, but in the interests of longer term growth for us all.

It’s worked for ocean cruise; now let’s take it to its logical conclusion in river.

While it sounds like a cliche, there really is a river cruise out there for everyone. Earlier this year, I travelled on our beautiful Venice and Milan itinerary with my wife and three children, who are all under the age of 10.

It was the best introduction to these cities we could have given them – we enjoyed a private viewing of the iconic Last Supper painting in Milan and an after dark VIP visit to St Mark’s Basilica in Venice, and had the Doges Palace to ourselves before it opened to the public.

Then there were the activities like glass blowing, bike rides and seeing the artistry that goes into making a gondola or a Venetian mask.

We enjoyed all of these without the queues while enjoying the local cuisine and incredible service. The kids were treated like royalty by the onboard team and had an absolute blast.

And yet a river cruise is still very low down on the list of family holiday options.

I actually think there is an opportunity to market river cruising to typical fly and flop customers, or those looking for an all-inclusive resort experience. A river cruise ship is a floating boutique hotel, and many have swimming pools, all-inclusive food and drink, and sun loungers on the top deck. There are exercise sessions too, spas, and a typically laidback and convivial atmosphere.

The customer looking for sunshine and relaxation can enjoy a drink and a good book by the pool. And compared with a typical resort hotel, there’s a constantly changing view and refreshing breeze.

We are missing out if we don’t consider these audience segments as potential customers. The trick is de-categorise this industry sector and to instead focus on understanding the experience and its benefits in a holistic way. These are spectacular journeys with much to offer, especially when teamed with land extensions that give the best of both worlds.

So let’s get to know our clients, listen to who they are and what they like – not just what they are asking for. Gently challenge them and offer alternatives, we could be opening their eyes up to a whole new experience and way of travelling.

Chris Townson is Uniworld’s UK and Ireland managing director.