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Americans Are On Board for River Cruising

AAA Survey, Bookings Reveal Strong Traveler Interest In River Cruising, Including Among Millennials

BELLEVUE, Wash. — While only a small portion of the population has boarded a ship to cruise along rivers in the United States, Europe or Asia, consumer interest in river cruising is growing exponentially. According to a new AAA survey, 14 percent of Americans have enjoyed a river cruise, and approximately four in 10 would consider river cruising for an upcoming vacation. Following this trend, AAA’s river cruise bookings have increased more than 16 percent in just the last year.

Despite the perception that river cruising appeals primarily to older generations, millennials respond more strongly to several key attributes of river cruising than members of Generation X and Baby Boomers. The younger generation is less likely to have taken a river cruise vacation (11 percent), but they are more likely to consider one for an upcoming vacation (42 percent internationally; 45 percent domestically) than either Generation X or Baby Boomers.

“River cruising offers travelers an unparalleled opportunity to explore the heart of multiple destinations in comfort and luxury,” said Lisa Anciaux, director of AAA Washington Travel Products and Services. “It also provides an intimate view into the culture and history of some of the world’s top destinations. Millennials tend to place great value on experiential travel opportunities and are looking to river cruising as an increasingly viable option for their future vacations.”

Overall, one in four Americans say they are very likely or likely to take a river cruise vacation in the U.S. or internationally in the next five years. River cruising tends to encourage repeat visitation with nearly half (48 percent) of past river cruisers reporting that they are likely or very likely to take a river cruise vacation again in the next five years.

Fifty-four percent of adults in the U.S. feel the all-inclusive experience focused on the journey, not just the destination, is the top benefit of river cruising. Other attributes that are similarly appealing include the ability to visit unique destinations not accessible by larger cruise ships (cited by 50 percent of survey respondents), the opportunity for an authentic travel experience (48 percent) and the convenience of docking right in the heart of a city or town (48 percent).

Travelers considering a river cruise vacation should consult with a travel agent to explore the various options and special offers that are available. For example, AAA members who book a 2017 Uniworld Boutique River Cruise Collection sailing with a AAA credit card in August or September can receive additional savings. Members can also enjoy added amenities on select river cruise departures as part of AAA Vacations, a collection of unique, engaging travel experiences designed specifically for AAA members. To evaluate consumer river cruise travel intentions and perceptions, AAA contracted with a national research company to perform a telephone survey of 1,012 adults living in the continental United States. Survey results are an accurate representation of the total continental U.S. population with a margin of error of +/- 3.9 percent at a 95 percent confidence level. The survey was conducted June 23-26, 2016.

About AAA Washington:

AAA Washington was established in 1904 by 10 prominent Seattleites determined to champion the betterment of motoring conditions and laws; the preservation of Washington state’s natural beauty; and the promotion of Washington as an unrivaled tourist destination. More than a century later, the club continues to pursue these on behalf of its 1.2 million members. 

AAA Washington provides a variety of exclusive benefits, including roadside assistance, discounts, maps, and personalized trip planning, to members. AAA was recently named one of the most trusted travel and automotive brands in the U.S. Additional information is available through the company’s stores in Washington and northern Idaho, at www.AAA.com, or by calling 1-800-562-2582. 

About AAA Foundation for Traffic Safety:

Established in 1947 by AAA, the AAA Foundation for Traffic Safety is a nonprofit, publicly funded, 501(c)(3) charitable research and educational organization. The AAA Foundation’s mission is to prevent traffic deaths and injuries by conducting research into their causes and by educating the public about strategies to prevent crashes and reduce injuries when they do occur. This research is used to develop educational materials for drivers, pedestrians, bicyclists and other road users. Visit www.AAAFoundation.org.

AAA Washington Media Contacts

Kelly Just | 425-647-1594
Jennifer Cook | 425-301-9075
Twitter: @AAA_Washington
Facebook: AAA Washington

Interested in planning your next road trip with AAA Washington? Call your travel agent directly or your nearest AAA store to get pro tips, TripTik maps, and more. Find more Pacific Northwest scenic drives and road trips.

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Media Contact

Jennifer Cook
Senior Manager, Corporate Communications
425-301-9075
JenniferCook@aaawa.com

Kelly Just
Public Affairs Manager
425-647-1594
KellyJust@aaawa.com

Location
Bellevue Corporate Office
3605 132nd Ave. SE
Bellevue, WA 98006

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