‘SOFT ADVENTURES’ LURE FITTER TRAVELLER
Cruise lines hope to attract younger demographic with unique excursions
Richard The Lionheart was returning from the crusades, heading home to England back in 1192, when King Leopold V of Austria thought he had been insulted by Richard and threw him in prison at the Burgruine Durnstein castle on the Danube River in the Wachau Valley. Much money was provided to Leopold (that’s “bail” in today’s vernacular) and The Lionheart was soon on his way back to England. Or so the story goes. The ruins of that castle still sit on the hills that serve as a backdrop for the town of Durnstein, Austria, and there’s a couple ways to hike them. If that seems too difficult, you can choose to ride a bike for three hours along the Danube from Durnstein while your river ship slowly meanders along to pick you up in Melk.
These are examples of what river cruise lines offer as excursions, in this case from an Ama Waterways ship, yet all lines — ocean or river — are reaching out with ideas for passengers who are physically fit at ports around the world.
Walking tours or bus tours still dominate day excursions, but cruise lines are learning that more soft adventures and theme cruises mean more active baby boomers and a younger demographic.
Kristin Karst, co-owner of Ama Waterways — one of the first to start adding soft adventure to river cruises — says: “It’s really important that we offer this choice. People are choosing to stay fit and while the walking tour is still the tour of choice, greater numbers are selecting a more ambitious visit to ports. We offer walking tours from our river ships at various speeds to serve all passenger needs. Adventures, along with theme cruises such as wine and craft beer cruises, are lowering the age demographic on our ships.”
The average age will take a huge dip next year. Ama Waterways is chartering a ship for Disney for five seven-day river cruises in Europe on a ship — the Ama Viola — that’s being built with connecting cabins that will allow parents and their children to stay together.
Daily adventure-style excursions are most everywhere.
In Stockholm, you can strap on a safety harness and enjoy the views from 140 feet up, on the rooftop of the old parliament buildings. In the Maritimes, the Annapolis Valley and the Bay of Fundy provide hiking along the Borden Brook Trail in Blomidon Park. In Jamaica, zip-line or river-tube along the Martha Brae River at Falmouth. In Alaska, you can adventure-hike in Skagway through the Tongass Rainforest.
I’ve tried some of these and they make for interesting dinner conversation back on board.
Soft-adventure day excursions are just one way cruise lines are making the effort to attract a younger audience and provide the boomers with more exciting experiences. Expect to see a raft of additions coming.