With the event in its 10th anniversary year, and river cruise leaders confident of a successful season as restrictions continue to ease across Europe, the spring sunshine in the Hungarian capital seemed to match the sector’s optimism, albeit tempered by the conflict in neighbouring Ukraine and its potential to disrupt consumer confidence.

Delegates rose to the occasion, though, bringing cases of toiletries and hygiene products to donate to the Hungarian Red Cross. “We couldn’t come here and not play our part,” GoCruise agent Christina Astill told TTG while she dropped off her donations.

The positive impact travel and tourism can have at these times was discussed by Avalon Waterways’ managing director Pam Hoffee, who challenged the notion of clients “feeling bad” about taking holidays – particularly Danube cruises – during the crisis.

“If we don’t put money into these countries’ economies, they won’t be able to support refugees,” she said. “If you’re getting those calls [from customers] that’s a really important message to give.”

During his first address at Clia’s river conference, UK and Ireland chair and Royal Caribbean International’s vice-president EMEA, Ben Bouldin, said many in the industry had “significant concerns” about the situation.

Bouldin emphasised his belief that tourism was a force for good. “Those of us working in travel hold on to those values,” he said. Assessing river demand, Bouldin urged the around 100 agents at the event who said they had never sold river cruise before to take advantage, stressing they would be “pushing at an open door” due to strong repeat business from river clients and a “huge spike” in new-to-river customers in recent months.

Echoing Bouldin’s claim, Uniworld president and chief executive Ellen Bettridge said 63% of the line’s guests booked for 2022 were new to the brand, with 20% of these new to cruising altogether.

Bettridge offered agents tips for attracting would-be river customers, such as not being afraid to market expensive itineraries. She recalled how Uniworld’s first “mystery cruise”, due to depart in June, had sold out in four hours at a price 40% higher than the line’s average. “Serve up the unexpected – people want to spend more than they ever have,” she said. “Encourage your customers to dream.”

‘Dream big’

AmaWaterways’ UK managing director, Jamie Loizou, who also chairs Clia’s river working group, said he believed “the agent community has proved itself more essential than ever” over the past two years, adding “now was the time” to capitalise.

“All that time you’ve spent growing your knowledge and expertise is time you can save your clients,” he told delegates. “[It] gives them confidence to come back and choose you time after time after time.”

During the event, Clia lines launched a river cruise mentorship scheme, pairing operators with agents to help grow business. The six-month initiative already has 10 lines signed up to offer support and advice.

In the spirit of partnership, A-Rosa’s UK and Ireland chief Lucia Rowe called on river companies to collaborate more closely on sustainability.

Rowe spoke about A-Rosa Sena, river cruising’s first hybrid battery-powered vessel, due to launch next month, and the line’s plans to retrofit its entire fleet with the technology by 2030. “We need to dream big – you have to do the right thing and be ready,” she urged.

Rowe’s words, though, could equally address another challenge, one made clear by her outfit in the yellow and blue colours of the Ukrainian flag. After two years of difficulties and frustrations, “doing the right thing” for clients, agents, the planet and those in need, is something the river sector seems primed to do.