The 2024 European River Cruise Summit wraps up on a high note

The president of Avalon Waterways joined Canadian travel advisors from coast-to-coast for the last leg of the 2024 European River Cruise Summit presented in partnership with the Association of Canadian Travel Agencies and Travel Advisors.

“ACTA is such a great advocate for the travel advisor community and travel advisors are our lifeblood,” Pam Hoffee said onboard Avalon Passion as the ship was docked in Passau, Germany. “If we don’t have the travel advisor community healthy and able to have a good business then we’re not going to have good business either.”

The second annual Summit brought together 110 travel advisors along with representatives from ACTA, Avalon Waterways, Air Canada and Manulife for a special Danube sailing that combined the best of a Classic itinerary and an Active & Discovery itinerary. Seasoned travel advisors, those who were new to river cruising and new entrants to the industry were selected to be part of the experience. 

“This idea came about originally because there are events like this for the US market that are being done and so in talking to Wendy [Paradis from ACTA], the team in Canada said wouldn’t it be great to do something similar to help Canadian travel advisors to grow their river cruise business?” Hoffee explained. “And so that’s how it came about.”

ACTA president Wendy Paradis said the Summit, now in its second year, is an exclusive event for members designed to provide travel advisors with in-depth knowledge and networking opportunities within the river cruising sector.

“Our goal is to equip advisors with the latest trends, insights and tools they need to effectively promote river cruises to their clients, while also fostering connections with key industry partners,” Paradis told PressToday. “We hope that advisors leave the Summit with a deeper understanding of the river cruising market, including sales strategies, client engagement techniques, and firsthand knowledge of Avalon’s offerings. Additionally, we want them to build valuable relationships with industry peers and suppliers that can enhance their business moving forward.”

Unlike the ASTA River Cruise Expo in the US where the river cruise ships remain docked in port, advisors had the opportunity to sail from Budapest, Hungary to Vilshofen, Germany and experience a variety of daily excursions like a scenic bike ride through vineyards along the Wachau Valley or a cooking class in Vienna where the group created staples like Wiener schnitzel and apple strudel.

“We partnered with Avalon Waterways because of their strong reputation in the river cruise industry and their commitment to education,” added Paradis. “Their expertise aligns perfectly with our mission to provide travel advisors with high-quality training and resources, making them an ideal partner for this event.”

Throughout the week, advisors increased their knowledge and learned valuable sales tips during a series of workshops like Jump Ship: Introducing River Cruising to Ocean Cruise Clients, which was about tailoring the sales approach from oceans to rivers while addressing advantages as well as misconceptions, and Going Against the Stream, which focussed on why agents should sell the Globus family of brands portfolio. 

Notably, Hoffee said Avalon outpaces its other brands when it comes to sales in Canada.

“From our company, the mix of Globus, Cosmos and Avalon, Avalon outpaces the touring brands, where in other markets our touring brands are bigger. In Canada, Avalon is a bigger part of the business versus touring,” said Hoffee. “It was joke that we should change the name to the Avalon family of brands — it’s not going to happen — but it was a joke for awhile to do that.”

As to its impact, Hoffee said last year’s Summit resulted in an influx of Avalon Waterways bookings.

“These events really let advisors see Avalon and experience Avalon,” she noted. “It’s such a great event for us. The ROI, tracking the advisors who are here, what they do after is very positive.”

Avalon Waterways also included some extra experiences for the Summit like a guided tour of the Melk Abbey and a night out to experience the opera with an entertaining modern twist in Vienna. Themed events like a black and red gala night and a dress up party to celebrate Halloween also took place during the Summit.

“We always want to support ACTA initiatives,” shared Flemming Friisdahl, CEO of TTAND, who was not onboard personally but was well represented with 22 travel advisors on the trip. “We know that first hand experience is always the best possible way to learn about products. We have been a supporter of Globus brands and Avalon for many years.”

Another agency with a large showing was Trevello, with 13 advisors taking part in the Summit.

Later this month ACTA will also hold an International Conference in the Azores that will bring 150 members on location to the destination.

“ACTA strives to organize specialized experiential opportunities each year, focusing on different destinations or niches within the travel industry,” Paradis told PressToday. “This conference will focus on the emerging Portuguese destination of the Azores, sustainable tourism and unique travel experiences. These events are designed to provide tailored education and networking opportunities in various regions and sectors.”

For more on the Summit and what’s to come from Avalon Waterways, stay tuned to upcoming edition of Canadian Travel Press and Travel Courier.