There were several interesting details woven
into last week’s news that a newly formed company will be relaunching a U.S.
river cruise ship this year, but one detail worth highlighting is the vessel’s French flare.
A new company, French America Line, has purchased
the former Columbia Queen and is putting $3.5 million in refurbishments into
the 150-passenger vessel, which will be relaunched in August as the Louisiane. In
a nod to the French influences in and around the Louisiane’s homeport of New
Orleans, the vessel will have a French-inspired ambience throughout its
interiors.
But the renderings promise much more than just
a certain je ne sais quoi, they promise a level of sophistication some might
say is more in line with the river cruise product in Europe. In Europe, where
competition has reached a fever pitch, very high-end and luxury-level amenities
and service have become par for the course. Across the pond, river cruise ship
interiors are often outfitted with high-style furniture and high-cost
materials, and public areas can be as impressive as those of any acclaimed
boutique hotels.
Back here in the U.S., the existing
Mississippi river cruise vessels put a marked emphasis on U.S. culture and
heritage, both on and off the ships, and the boats are floating odes to bona
fide Americana. So it is interesting that French America Line is taking this
approach to the market. Sure enough, there will still be a strong American
heritage strain throughout the Louisiane’s itinerary and experience, it is,
after all, still sailing the mother of all American rivers. But with the
vessel’s classy staterooms and stylish bar and restaurant venues (all based on
the renderings, of course), it would appear that French America Line might be
looking to capture additional interest from passengers who have recently
disembarked from a river-cruising experience on the Danube or the Douro.
“I think agents are always looking for
something better suited for their clients, especially those that are coming off
European waterways and wanting to do something [similar] in the U.S.,” said Tom
Markwell, president of French America Line. “There’s a basic expectation of
what they’re looking for or what they would expect onboard from meal service to
turndown service.”
It’s a lofty goal and there’s a relatively
short time frame to accomplish it; the Louisiane will have its inaugural
sailing on Aug. 22. But if French America Line pulls it off, there are around half
a million U.S. passengers who head to Europe each year for a river cruise who might
be interested in this more European approach to sailing along the Mississippi
River.