Nicole Edenedo
A-Rosa River Cruises will again court the North American river cruise market in 2024, after a yearslong pandemic-spurred hiatus.
For years, the Rostock, Germany-based brand, known for ships adorned with unmissable red lips strewn across the bow, has catered to a predominantly European, German-speaking river cruise market, offering itineraries on the Danube, Rhine, Rhone, Saone, Seine and Douro rivers.
Over time, A-Rosa has shifted its focus from its German-speaking demographic in Europe, to a wider, English-speaking audience, establishing sales offices in the U.K., Switzerland and Australia along the way.
In 2013, the company launched a major North America marketing push, saying it would began selling and marketing its cruises almost exclusively to that market. That effort was curtailed by the onset of the pandemic in 2020, and the company dialed back marketing efforts in North America due to travel restrictions at the time.
But A-Rosa is once again turning its attention back to North America, hoping to attract a more diverse river cruise clientele through what it says are its unique product offerings and amenities that not many other river cruise lines have.
"We know North America is the next step and this is why we're restarting our activities in America," said Annika Schmied, a spokesperson for A-Rosa. "We have been here before, but we want to be louder now."
While they're not quite ready to open a U.S. sales office just yet, the company is hoping that its newest ship, the A-Rosa Sena, along with its deep investments in family travel, will make the premium river cruise line a more prominent consideration for U.S. travelers choosing their next European river cruise.
The company is also planning to market its cruises differently to the North American market, relying heavily on its work with travel advisors and by offering all-inclusive itineraries. Shore excursions, such a walking tour, will be included cruises of seven nights or more sold to North Americans, along with drinks and other onboard amenities like access to the spa.
"In general, we just want guests to come onboard and not worry about costs because they've already paid for the journey," Schmied said.
A-Rosa is also hoping that the new sustainability features of its A-Rosa Sena ship, launched in 2022, will be a draw for North American travelers who are prioritizing more ecofriendly sailing experiences, especially ones that focus on alternative fuel-sources. Schmied said the vessel runs on an electric hybrid propulsion system and is classified as an E-Motion ship, so-called due to its ability to dock emissions-free in all ports it calls on. The feature allows for lower fuel consumption and helps keep towns and waterways cleaner.
Focus on Family
The company says its family river cruise program is one of the strongest ways it sets itself apart from other river cruise lines, especially onboard the brand's new flagship vessel.
The A-Rosa Sena, the line's largest ship, accommodates 280 guests and features a number of family-friendly areas and programming onboard. The ship has a Kids Club equipped with board games, a climbing wall, reading area and free childcare services. Twelve family cabins come with bunk beds and can fit up to five passengers. On the sun deck, a kids swimming pool is separate from the larger one for adults. Schmied said that last summer the line offered onboard swimming classes and children got swimming certifications.
Kids 15 and under also travel for free in cabins on Deck 1, and those on Deck 2 may receive a 30% discount.
Schmied said the line's focus on family-friendly programs is its way of introducing a younger clientele to river cruising, starting with grandparents who are taking their grandchildren on multigenerational trips to young parents looking for a vacation that everyone can participate in.
New destinations for A-Rosa
A-Rosa will also add two new cruising destinations by 2026, when it plans to launch sailings on the Garonne and Gironde rivers in France's Bordeaux region. The cruises will operate on the 140-passenger A-Rosa Clea, which currently sails on the Rhine.
Beyond its family-friendly sailings, A-Rosa is also hoping new destinations coming to the company's portfolio down the road will also generate more interest among North American travelers.
The company is launching cruises on the Garonne and Gironde rivers in France's Bordeaux region in 2026, which will operate on the 140-passenger A-Rosa Clea.
CORRECTION: A-Rosa will include one walking tour per seven-night cruise, not a walking tour in each port of call.
Update: This Insight was updated Jan. 10 at 10:45 a.m. with changes throughout.