ASTA River Cruise Expo 2026 - Emerald Educational Session Presentation by Scenic & Emerald Cruises US

Emerald River Made Simple

Presented By: Andy Fuentes & Derrick L Strother

Andy Fuentes Associate Director, Key Accounts

Our Fleet of Star-Ships

Derrick L Strother Regional Sales Director – Northeast

Scenic & Emerald Cruises the Luxury Standard

• The Scenic Group features two distinct luxury brands:

• Scenic - Ultra Luxury

• Emerald Cruises – Comfort Luxury

• Offers a full spectrum of upscale experiences:

• Luxury River Cruises (both brands)

• Ultra-Luxury Expedition and Yacht Voyages (Scenic Discovery Yachts)

• Luxury Yacht Cruising (Emerald Yacht)

What Are The Current Trends?

WHO ARE LUXURY TRAVELERS?

• Baby Boomers

• 25% of income spent on travel (but more $)

• Millennials

• 29% of income spent on travel.

• Gen Z

• 26% of income spent on travel.

• 80% of the luxury leisure market is people under the age of 60

• Travel spending peaks between the ages of 40-60.

• Y.O.L.O. Travel is real!

Exceptional River Cruising in Europe

Designed for the Modern Explorer

River Cruises are crafted for active, culturally curious travelers seeking meaningful experiences beyond the ordinary. It's a n alternative for those who've explored Europe by land and want to simplify travel without sacrificing depth, or for those hesitant about passive traditional cruises.

Cultural Immersions

Extended overnights in port allow deep cultural immersion, dining like locals, and exploring streets after crowds leave.

Younger Travelers

Ideal for GenX and Millennial travelers who are wine enthusiasts to friends seeking shared adventures like Oktoberfest.

Active Adventures

Embrace active adventures with complimentary cycling, kayaking, and immersive guided tours.

Peaceful Mornings

Early risers will enjoy quiet sunrises on deck with coffee before the day's discoveries.

This isn't traditional cruising; it's a seamless blend of exploration, comfort, and authentic connection. River Cruises simplifies multi-country European travel, delivering the immersive experiences you crave.

Coming Soon…

WHY DO GUESTS CHOOSE EMERALD CRUISES?

Where Do I Begin?

Everything Starts with a Conversation

Ideas are born – Clarity begins with discussion.

Relationships form – Trust and collaboration start with dialogue.

Opportunities become clearer– Conversations transform from transactional to consultative

Direction is defined – You earn a client for life

Messaging That Works — And What to Avoid

Say This

"The easiest way to do multi-city Europe without repacking."

Avoid This

"It's for older travelers." — Ages out your audience before you've started.

"Curated access guides, included excursions, and walkable cities."

"More time in destination, fewer logistics."

"It's cheaper than ocean cruising."

Positions on price, not value.

"It's like a small ship cruise." — Too vague to inspire curiosity.

"A boutique-hotel feel that moves with you."

Overloading with ship specs before you've sold the experience.

Where Do River Cruise Clients Hide?

Affinity Segments That Convert Fast

Beyond your existing book, these four lifestyle segments have built-in alignment with river cruise itineraries. Lead with the experience they already love — the ship is just the vehicle.

Food & Wine Lovers

Wine club members, cooking-class travelers, and tasting enthusiasts are pre-sold on the destination. Route them toward the Douro, Rhône, Bordeaux, or Danube — rivers defined by culinary culture.

Active Soft-Adventure

Walkers, cyclists, and light-adventure travelers want activity without roughing it. Choose lines offering graded activity levels e-bikes, guided hikes, and kayaking alongside classic shore excursions.

Milestone & Celebration

Anniversaries, milestone birthdays, and bucket-list moments create a natural upsell opening. These clients are already in a spend-more mindset — guide them to suites and private experiences.

Solo Travelers

A growing and underserved segment often women. Target lines offering single-friendly cabins and reduced solo supplements. Safe, social, and structured: river cruising checks every box.

Where to Find River Prospects

Offline Channels

Social events: Wine tastings, charity galas, arts & museum memberships, country clubs

Business communities: Chamber of Commerce, professional associations, speaker series

Online Channels

Facebook groups: Europe travel communities, neighborhood groups, wine and food lovers

Cruise alumni groups: Past passengers open to upgrading their experience

Alumni networks: University groups and affinity organizations with disposable income and travel appetite

Referral flywheel: Ask past premium clients for 1–2 friends planning Europe this year — warm introductions convert at a far higher rate than cold outreach

Pro tip: You don't need to be everywhere. Pick two offline and two online channels, show up consistently, and let word-of-mouth do the heavy lifting.

Use Social Media to Create Buzz and Get Bookings

Ignite the FOMO

Visual proof of incredible journeys creates the Fear Of Missing Out

Share Real Stories

Short client success videos and user content create true social proof that gets people interested.

Visuals That Work

Use Interactive Posts

Engage people with Instagram polls, Q&As, and LinkedIn posts to start conversations and build stronger ties.

Combine bright client photos, branded quotes, and YouTube video clips. This creates a big emotional impact and makes people want to share, turning interest into bookings.