Avalon Waterways has seen double digit growth from New Zealand in the last year—with Gen X, in particular, showing strong sales, says GFOB head of marketing Asia Pacific Chris Fundell.
The brand’s sailings on Portugal’s Douro River, launched last year, have proved very popular with Kiwis, while its new seven-night Bordeaux itinerary is already in it’s top five for Kiwi travellers.
“New Zealand is really holding its own. We’re seeing lots of growth,” says Fundell, speaking aboard Artistry II sailing in Bordeaux. “Over the years, we’ve invested in the New Zealand market quite heavily; Kiwis love our relaxed luxury.”
The river cruise line has also launched a consumer campaign in market which is designed to increase brand awareness and drive that interest to Kiwi agents. “Overall we’re seeing some nice growth. I think people are travelling possibly a little bit longer with us. The Magnificent Europe, for example, is popular with Kiwis…so that helps, obviously, with the increase in spending.”
. . . Changes
Fundell attributes the continued Kiwi growth to the brand’s long-standing relationships with the trade as well as a product ‘which really resonates with Kiwi travellers’.
“We’ve got beds facing the views, 80% [of staterooms are] Panorama Suites, and Avalon Choice is popular with Kiwis. Our consistency of fleet also makes it easy for agents to sell, and for repeat clients it’s a home from home kind of feeling.”
. . . Gen X
At the same time, he says the average Kiwi booking value is up year-on-year, while its average passenger age is down. “Pre C-19 we were running at about 12% Gen X out of New Zealand, and we’re now running at about 25%,” says Fundell.
Avalon’s refreshed brand Cruising Elevated is helping to attract younger travellers. Wine-themed and Active & Discovery itineraries are also said to be helping to bring the passenger age down, as well as the addition of initiatives like an onboard adventure host to help clients plan activities such as kayaking, hiking and biking.
While looking to expand its market appeal, Avalon also remains committed to the high number of repeat cruises. Fundell says a number of the line’s new or revisited initiatives are in response to feedback from its guests.
In addition to training, a Kiwi-based support team, and competitive group rates, Fundell says the brand is doubling down on its Kiwi trade focus. “I think our commitment to the trade is number one. It always has been, always will do, especially in the Kiwi market. Our approach to river cruising is our passion, combined with our loyalty to the trade and our continuous presence we’ve had in the market.”
