While river cruise lines are not exactly struggling to sell their inventory, a rebounding meetings industry has the potential to help them fill in the gaps.
"What we have seen since last year, it is really increasing again," said Kristin Karst, executive vice president of AmaWaterways, which has seen its meetings and incentives business return to prerecession levels.
About 8% of AmaWaterways' business is group charters, of which about a quarter come from the meetings and incentives industry. And while demand for river cruising remains high, AmaWaterways is actively pursuing this market in order to help fill out bookings, including during the low and shoulder seasons, and to secure additional business as more and more river cruise capacity continues to come into the market.
"We are all growing," Karst said. "This market is becoming more and more attractive for us." She noted that not only does it help AmaWaterways fill the ships, but it is an effective tool for marketing the product to potential future passengers as well. Those who take a river cruise for a group event or conference could later decide to return with friends or family.
Seasite.com, an online portal for the cruise meetings and events industry, published a blog in January titled "10 Cruise Trends for 2014 Every Event Planner Needs to Know." Topping the list were river cruises, which the blog described as "the fastest-growing type of cruise," adding, "Lines are scrambling to meet the increased demand."
Seasite.com noted that among the benefits of hosting meetings and events on a river cruise is the proliferation of new ships; more inclusions such as beer and wine with meals, wireless Internet and excursions; and smaller vessels that can be chartered.
Indeed, Karst noted that companies like AmaWaterways are enhancing amenities that benefit the meetings, incentives, conferences and exhibitions (MICE) industry.
"The way we have built our infotainment system and the Internet, that's part of the incentive, to have the connection and free of charge," Karst said. "We spend millions of dollars every year to update the connection, which is beneficial for the conference and for all the people who want to be connected all the time."
She said that river cruises also offer exclusivity, since the vessels are much smaller than ocean liners, as well as flexibility. Since the meetings and incentives industry tends to consist of a younger demographic than the traditional river cruiser, AmaWaterways often enhances options such as bike availability by renting additional bicycles for larger groups, building in more free time and offering plenty of food and beverage.
River cruise vessels generally feature a main restaurant and a separate lounge, both of which accommodate all passengers onboard. The trend toward river cruise lines creating additional dining venues and lounges, meanwhile, means there are additional breakout room or smaller meeting space options onboard for groups and conferences.
Those interested in booking river cruises for a meeting, conference or group event are advised to plan ahead. The river cruise industry has a long booking lead time for regular leisure passengers, let alone groups. So in order to access optimal space and options, groups and charters should be booked even further in advance -- in most cases, about a year and a half out.
Follow Michelle Baran on Twitter @mbtravelweekly.