We’ve all seen the advertisements: River cruise ships sailing through picturesque villages in Europe, transporting men and women with bright white hair having the time of their lives. While these ads have traditionally targeted older folks, there’s a growing number of young people booking river cruises these days.
This increasingly younger set is discovering the wellness and cultural immersion aspects of river cruising, enjoying trips that let them slow down while also allowing them to wake up in a fascinating new destination every day.
Cruising in general is skewing younger
According to cruising.org's 2022 global market report, cruise passenger volume is up to 20.4 million people, and millennials and older Gen Z (20 years old and up) accounted for about 35% of passengers. Compare that with 50% of Boomers and Gen X, and it looks like young people are increasingly taking over the cruise industry.
River cruising is no different.
"We’re increasingly seeing more millennial passengers onboard, likely due to the caliber of immersive cultural and active experiences offered on our itineraries,” says Kristin Karst, Co-Founder and Executive Vice President of AmaWaterways, known for luxury river cruises through Europe, Asia, and Africa.
Travel agencies are reporting the same trend. “Our river cruise bookings for those under 40 have more than tripled in recent years,” says Jonathan Alder, CEO and founder of Jonathan’s Travels, which has planned more than 30,000 client trips, including private cruise charters down the Nile. “It’s been wonderful to see a younger audience partake in such a great activity that has traditionally been booked by an older audience.”
What are brands doing to attract younger travelers?
Cruise lines such as AmaWaterways, Emerald Cruises, and Avalon Waterways are catering to younger travelers who are looking to share their vacations on social media (specifically on Instagram and TikTok), to immerse themselves in destinations, and to stay active while traveling.
“More cruise lines are adding components such as biking, hiking, and kayaking, which give passengers yet another way to experience Europe in an immersive way,” says Chris Gray Faust, executive editor at Cruise Critic.
AmaWaterways has partnered with National Geographic for its European river cruises. Sailings host a National Geographic expert who shares the history and culture of each port of call, as well as a photographer from the magazine to help cruisers get the perfect travel shots. On a recent sailing to Holland and Belgium, I was able to take a hands-on workshop onboard. Other itineraries include a photographer-led walking tour, where cruisers get feedback as they shoot.
AmaWaterways has also partnered with Disney to take people down the Danube, Rhine, and Seine Rivers. Onboard, Disney-trained Adventure Guides connect travelers to the destinations through storytelling and custom excursions. On a cruise along the Seine, I got to temper chocolate and make my own confections at a chocolate shop in Rouen, France. Adventures by Disney offers itineraries for families with kids as young as five, as well as adults-only cruises.
Another cruise line that’s proving popular among young adults is Avalon Waterways, known for its sailings through Europe, South America, Egypt, and Asia. Avalon’s Active and Discovery European sailings include more fitness-based and immersive excursions in ports of call, like archery lessons, exploring an ice cave, and a painting class inspired by Van Gogh.
What are the perks of river cruising?
Just like traditional ocean-liner cruising, the biggest perks of river cruising is that you only have to unpack once after you board, and that transportation and logistics are taken care of.
“River cruises take a lot of the guesswork out of planning and also contain costs — tours, lodging, meals, and sometimes even drinks and Wi-Fi are included in your fare,” says Gray Faust.
Having a more fixed cost upfront might appeal to younger travelers, who are saving up for travel.
“River cruises bring travelers into the heart of Europe, and give passengers access to not only some of the continent’s fantastic capitals [like] Budapest, Vienna, Paris, but smaller towns as well,” says Gray Faust.
While tours are included in the overall cost of a river cruise, Alder says that young people can also ditch the group tours in lieu of something more exciting.
"River cruises are becoming much more modern and less stuffy than they used to be, therefore attracting a younger audience. A river cruise is a great option that can act as a floating hotel in which people can skip group opportunities, do their excursions privately, and see so much of a country or region,” Alder says.
What destinations on river cruises appeal to young travelers the most?
Gray Faust recommends cruises along the Rhine River and the Danube for younger travelers. “These are usually considered entry-level river cruises, because you get to see a lot in a short amount of time,” she explains. “Amsterdam is particularly popular among young people… [as are] experiences like cycling through the scenic Wachau Valley, also known for wine.”
Karst, of AmaWaterways, highlights sailings with overnight stays — in cities like Vienna and Budapest — for younger clientele looking to enjoy local nightlife.
Cruises that depart out of cities with broad cultural appeal are also popular. For instance, my National Geographic kicked off in Amsterdam, which meant I got to try the trendy TikTok eateries like Van Wonderen Stroopwafels and Fabel Friet, plus visit historic places like the Anne Frank House, all before the official itinerary began.
Similarly, people love the Seine River cruises because they begin or end in Paris. However, the highlight of my Seine cruise with Adventures by Disney was being able to see the beaches of Normandy hosted by local historians. We drove in military vehicles from the era and took part in a wreath-laying ceremony at the Normandy American Cemetery.
While river cruising may not be as mainstream as ocean liner cruising yet, young people are increasingly finding that it's a great way to explore Europe and beyond.