In the highly competitive world of river cruising, one of the constant pressures seems to be finding new ways to lure the next generation of travelers.
It's a challenge that is far from unique to river cruising, or even travel for that matter, as so many businesses of all kinds remain hyper-focused on snaring millennial loyalty.
AmaWaterways this month is introducing its product to an even younger generation, partnering with one of AAA's auto insurance groups, the Auto Club Group, to host 56 eighth-grade students on a seven-day European river cruise.
It's not only a great example of corporate give-back, but a move that is certain to generate an interest in river cruising among the students who participated in the contest and their families.
The students were chosen through an essay contest that was open to all eighth graders in the 11 states in which the Auto Club Group operates. In addition to an essay, the students were asked to submit a selfie demonstrating their passion for travel.
The students and chaperones leave March 27 on a "Discovery Crew" cruise through the Netherlands and Belgium with a special itinerary focused on history, local cuisine and landmarks, including the Anne Frank House and Holland's famous windmills.
"We are proud to honor these passionate and exemplary students with a truly unforgettable river cruise, and are certain they will create memories that will last a lifetime," said Rudi Schreiner, president and co-owner AmaWaterways. "We welcome many multi-generational families on our ships and see first-hand how traveling at a young age is so important to foster an understanding and acceptance of different cultures. We hope these students will gain valuable and life-changing experience as they travel through these legendary regions of Northern Europe."
Deborah Haas, vice president of travel products and services at the AAA The Auto Club Group, said the contest was the first of its kind for the group.
"We were amazed by the passionate responses from the many students who expressed their interest in going on this trip," she said.
Besides offering the seven-day all-inclusive cruise, AmaWaterways also partnered with AAA the Auto Club Group and Allianz Global Assistance to provide the flights, travel insurance and money for passports, the companies said.