Brinley Hineman
If all the world's a stage, surely its rivers are, too.
At least, that's the mindset of Playbill Travel and its upcoming chartered AmaWaterways river cruises. The travel arm of the distinctive theater publication chartered five European river cruises -- two this year and three next -- to bring fans to the Danube, Rhine, Seine and Rhone.
Playbill Travel has chartered cruises on the rivers and oceans since 2012, and Philip Birsh, the chairman and CEO of Playbill, called the sailings "a very successful program." On these sailings, Playbill brings Broadway stars to the rivers, where fans cruise with them and enjoy nightly performances.
Birsh said the travel company has chartered AmaWaterways cruises before, making it an easy decision to use the line again.
Already, the 2026 charters are sold out, and about half of 2027's inventory is spoken for (even though the talent for the 2027 cruises have yet to be announced.)
It's a winning example of leaning into a special interest, which has become increasingly common for river cruises. Specialty cruises range from culinary to gardening to history to literature, with many lines developing their own itineraries for niche groups alongside charters like Playbill's.
If your clients are lovers of music, history or nature, there's likely a specialty cruise that will pique their interest. Take Riviera Travel, for example, which operates art and gastronomy cruises. Amadeus River Cruises has golf sailings. And Uniworld Boutique River Cruises operates Jewish heritage and LGBTQ cruises. One of the benefits of guided group travel is exploring the world alongside people with similar interests.
And tapping into special interests with devoted fans seems to be a surefire way for advisors to nurture repeat clients. In fact, Birsh told me, one couple has been on every cruise Playbill Travel has chartered, and he estimates the return rate on its sailings is 60% to 70%.
"People make friends for life," he said.
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Correction: Philip Birsh is the chairman and CEO of Playbill Travel. His name was misspelled in an earlier version of this Insight.