TravTalk India Online Magazine
As Indian travellers seek unique experiences, VIVA Cruises, in partnership with Global India Reps, sees an untapped opportunity in river cruising. With tailored itineraries, strategic tie-ups, and a focus on agent education, they promise to open new horizons in cruise tourism while catering to India’s growing outbound market.
Surbhi Sharma
As India’s outbound tourism market grows exponentially, river cruising—a niche yet unexplored avenue—holds immense potential. In an exclusive interaction with TRAVTAQLK, Rony Broun, Regional Vice President – Sales & Marketing, VIVA Cruises and Ashish Saran, Co-Founder & Business Head, Global India Reps, share insights on how they are navigating this uncharted territory to captivate Indian travellers.
Tapping into Indian market
Explaining their strategies of promoting VIVA Cruises in India and attracting Indian travellers, Broun said, “This is our first major step into the Indian market. Our initial objective is to feel the pulse of the market and gauge interest in river cruising. We are confident that the curiosity is there. Our current approach involves collaborating with travel agents who will promote our product. Simultaneously, we are learning from these agents to understand the specific preferences and needs of Indian travellers. This exploratory phase is crucial for creating a tailored experience.”
Collaborating with travel agents
Shedding light on how they are engaging with the travel trade partners in India to boost their business, Broun said, “We are offering a competitive starting commission of 12 per cent, with the potential for additional incentives based on performance. This is an attractive proposition to motivate agents to explore the river cruise segment.”
On the other hand, Saran emphasised, “Our strategy includes multiple touchpoints. Beyond commission incentives, we welcome agents to experience our cruises first-hand at subsidised rates. Joint marketing collaborations, such as co-branded promotions via websites or brochures, are also on the table. We are focused on creating a robust partnership ecosystem that benefits both parties.”
Understanding preferences
While sea cruises are already popular among Indians, river cruising is relatively untapped. “River cruises offer a unique experience. Indians love exploring multiple cities, and river cruises provide the perfect blend of convenience and adventure, eliminating the hassle of constant packing and unpacking,” he said.
According to him, Amsterdam, Rotterdam, Antwerp, and Brussels are particularly promising destinations, alongside Paris with its Seine River cruises and the Danube covering Vienna and Budapest.
Offerings & expansion plans
Unveiling their plans for fleet expansion, new itineraries and seasonal packages, Broun said, “We offer specialised Christmas market cruises in Germany and Austria, along with New Year itineraries. These packages can be further customised with agents to suit the Indian market’s preferences. Expansion and innovative offerings will depend on the market’s response, but we are optimistic about introducing more exciting options.”
Role of education
Education is paramount. The agent must be educated because outbound travel towards the Europe has always been a B2B domain. “Unlike single-destination trips, European river cruises often span multiple cities and regions, such as the Rhine Valley, Rhone, and Danube,” said Saran, adding that agents must learn the nuances of river cruises to pitch the product in a better way.
