5 Cruise Lines Cater to Boomers in Their Own Unique Way
By Paloma Villaverde de Rico
Don’t stick Boomers into one cookie-cutter box. For starters, their age range is pretty significant—59 to 77—and, this goes without saying, their interests run the gamut. Some want to be active, others want to hang with literary gods, while still others like to do a little of both. We’ve selected five cruise lines that know how to cater to the Boomer segment, with each offering a unique take on what this demographic wants out of a vacation.
AMA
AmaWaterways — Ideal for the Active Boomer
Today’s river cruising is very different from the river cruise experience of yesteryear, and one of the reasons is AmaWaterways’ drive to change the perception that the product only caters to an older demographic.
“The average age of guests continues to drop as travelers with limited vacation time really appreciate the convenience of using a floating luxury hotel to experience four or five countries within a 7-night period, and once they learn about our choice of included hiking and biking excursions and our daily exercise classes within our Wellness program, they are quick to see how they can create a personalized vacation experience that matches their active lifestyle,” says Kristin Karst, AmaWaterways’ co-owner and executive v.p. “Our culinary reputation, with a focus on using only freshest ingredients and showcasing the best food and wine from each destination, appeals to a new generation of travelers who want to immerse themselves in the destination through the sights, sounds, history, art and local delicacies. A good example of this is the 60 Celebration of Wine cruises we offer that are very popular with active Boomers.”
Everyone’s talking about AmaWaterways’ Magdalena River cruises that will debut in Colombia early next year with two new 60-passenger river cruise ships purpose-built for this river (bookings are already open). The two ships will sail on two similar 7-day itineraries—Magic of Colombia and Wonders of Colombia between Barranquilla and Cartagena—both along the Magdalena River. Stops along the way include Nueva Venecia, Calamar, Santa Barbara de Pinto, Mompox, El Banco, Magangue and Palenque. Each destination was chosen for its historical or cultural attractions, and your clients can enjoy different tours and special events depending on how active they want to be. In Mompox, for example, they can hike the Cienaga de Pijiño, take a walking tour of the city or hop on a tuk-tuk. Events include an onshore dinner with a live cumbia musical performance in El Banco, a musical performance in Palenque and a Carnaval celebration in Barranquilla. There will also be pre- and post-cruise tours available: Cruisers departing from Cartagena con opt for a 2-night tour or a longer one combining Cartagena and Medellin. Travelers departing from Barranquilla can add on a 3-night Medellin tour. And those on either itinerary can take the post-cruise tour available to Panama, which includes flights, a walking tour of the Old City, a Panama Canal experience and a visit to Chagres National Park.
ACL
American Cruise Lines — Explore Our Own Backyard
For Boomer clients who prefer staying a little closer to home, American Cruise Lines continues to grow its fleet and push the envelope when it comes to exploring the U.S. from its many waterways. As Charles B. Robertson, president & CEO of American Cruise Lines, notes, “American offers options no one else has for exploring in the USA, both in the sophistication found aboard our fleet of new small ships and in the breadth of itinerary choices around the country.”
One of the cruise line’s most unique offerings are the river cruises in California on board American Jazz. Repositioned from the Mississippi this past February, the ship sailed up and down the West Coast through late March; she’ll be back again this November and December. The 8-day San Francisco Bay cruise, roundtrip from San Francisco, has guests exploring San Francisco and Wine Country, while visiting vineyards and enjoying bespoke experiences from special tastings to becoming a winemaker for a day. Cruises highlight the region’s historical, cultural and geographical influences that gave rise to the seaside city of San Francisco, as well as the lush vineyards and flourishing agricultural communities present throughout the Bay area and its surrounding valleys today.
ACL QUOTE
“Exploring San Francisco Bay and the California Delta by U.S. riverboat is a momentous occasion for domestic river cruising and another first for American Cruise Lines. We are proud to provide this new opportunity for our guests to experience the joys of cruising close to home, as they discover yet another beautiful area of the country by riverboat,” says Robertson.
Meanwhile, the 12-ship Project Blue Series continues to expand with the announcement that construction on the fourth Coastal Cat, American Legend, has begun. Set to start plying the waters in late 2024, American Legend will join sister ships American Eagle, American Glory and American Liberty, which will begin sailing in the next 12 months. American Legend, like its sister ships, will feature many amenities including 56 staterooms and suites, each with a furnished private balcony. It will also offer spacious lounges inside and out, an open-air top deck and multiple dining venues. The ship’s unique hull form also allows for a wide activity platform at the stern, equipped with kayaks and a large tender for adventure directly from the ship.
Cunard — Mingling with Literati
Matt Gleaves, Cunard’s v.p., commercial – North America and Australasia, says that the luxury cruise line offers its own unique experiences “Boomers can’t get anywhere else.” For starters, he notes, the line has an onboard enrichment program, Insights, that showcases guest performers and lecturers on every voyage including experts and celebrities from various industries such as literature, entertainment, history, fashion, astronomy and more.
This summer in Alaska, Cunard will feature experts from the Royal Canadian Geographical Society on every voyage. They will speak about their explorations including underwater cave diving, storm chasing and expeditions deep into the Arctic.
Greaves also points to Cunard’s Event Voyages, which focus on one particular theme. It’s ideal, he says, “for those who want to take a deep dive into their passion (or explore a new one). It’s an opportunity to learn from top experts in their respective fields such as prima ballerinas, best-selling authors, artists, West End theater stars and more. With seven nights at sea, guests can take part in interactive workshops, master classes and performances to nurture their intellectual and creative pursuits. And of course, there is also an opportunity to mix and mingle with those on board.
“As an example, an upcoming Event Voyage is the Literature Festival at Sea, where guests can meet their favorite authors in person—they will hear first-hand what inspires these writers and how they pursued their dreams.” The sailing will take place Nov. 19-26, 2023 on board Queen Mary 2.
And for Boomers who want to “get off the grid” for a few days, Greaves recommends Cunard’s signature voyage, the Transatlantic Crossing on flagship liner Queen Mary 2. “It offers,” he says, “seven uninterrupted days and nights at sea. In today’s society we are always connected, always available, always working. The Crossing has evolved from getting across the ocean as fast as possible to slowing down, getting away from life, relaxing and existing without stress. Traveling on the Crossing offers the luxury of time—time to explore a passion or quality time to spend with family.”
Princess Cruises — All-Inclusive Pricing
With Baby Boomers seeking more affordable vacation options, says Carmen Roig, v.p. of sales for Princess Cruises, the Princess Plus and Princess Premier packages, which the cruise line started rolling out across the fleet just a couple of months ago, offer “tremendous value. From drinks, WiFi and crew appreciation—which most guests purchase anyway on board—to value-added extras like fitness classes, premium desserts and specialty dining, our Plus and Premier packages represent the best value in travel with the widest array of options. There are still many Boomers looking to retire and thus watch their spending more carefully, so these packages are ideal for making the most of their vacation budget.”
PRINCESS QUOTE
At $60 per person per day, Princess Plus includes a Plus Beverage Package, WiFi (one device), crew appreciation, Medallion shipping, premium desserts (two per day), Xponential fitness classes (two per cruise) and juice bar (unlimited). Guests save 54 percent versus purchasing these items separately on the average 7-day cruise. Princess Premier, meanwhile, is $80 per person per day and includes a Premier Beverage Package, WiFi (four devices), crew appreciation, Medallion shipping, premium desserts (unlimited), Xponential fitness classes (unlimited), juice bar (unlimited), specialty dining (two venues per cruise), photo package, Princess prizes, reserved theater seating and Medallion accessory. Guests save 66 percent versus purchasing these items separately on the average
7-day cruise.
New to Enchanted Princess and already available on Discovery Princess, 360: An Extraordinary Experience—an invitation-only culinary journey for guests booked in suite accommodations—is a top recommendation, especially for foodies who are interested in learning more about the history of food and have a genuine interest in understanding its many properties. Transporting guests to the Mediterranean—no matter where they’re sailing—this new 6-senses experience engages diners on multiple levels: There's storytelling, stunning imagery—imagine looking out over the Aegean Sea from a terrace in Santorini—traditional music, the scent of lavender and mouthwatering cuisine during a 7-course gourmet menu that transports one to another place and time. The animation is top-notch, with an ever-changing table setting that has diners “breaking” plates (as they do in Greece), hunting for truffles, whirling lemons while dining on lemon-flavored pasta and trying to chase buzzing bees, among other fun touches.
With two seatings nightly, the cloaked venue—behind Sabatini’s—accommodates 20 guests surrounded by LED walls in a circular format that places guests into featured destinations using 4K cinematography. This intimate experience is truly one of the most immersive this writer has ever experienced on board a ship—it’s worth booking your clients in a suite accommodation.
VIRGIN
Virgin Voyages — Age is Relative
“Regardless of age,” says John Diorio, v.p. of North American Sales, Virgin Voyages, “modern cruisers want the same thing at their core; they want incredible dining, lots of entertainment options (maybe something different that they haven’t seen before), brilliant service and stunning destinations. Aboard a Virgin Voyages sailing, not only do we offer those elements, but we also give our Sailors opportunities to curate their own experiences and do things on their own time at their leisure. We nixed set dining times and formal nights and gave guests added flexibility. If Boomers want a relaxing escape where they can lay on their balcony hammock, watch a movie with fun lighting in their cabin, or escape to The Dock to read a book, they can. They can also take a morning spin class or dance the night away during Scarlet Night. The experience truly appeals to such a wide range of audiences and ages.”
To cater to this growing mindset, where age is thrown out the door and it’s all about attitude, Virgin Voyages, whose third ship, Resilient Lady, will debut this summer, has announced new fleet-wide entertainment. It includes everything from a new immersive cabaret show to a raucous game show to a decadent supper club party. There are also all-new soirees in The Manor: an 80s bash, a confetti-filled celebration called “We Fancy,” and everyday “happenings” such as the 90s-inspired boy band dance classes, Spill The Beans for coffee aficionados and the PJ Party Under the Stars.
“Ultimately, all of our Sailors—Boomers included—want incredible value,” says Diorio, “and I think they can also appreciate the exclusively adult environment free of kids hyped up on sugar.”