by Kevin Griffen writing for cybercruises.com
In ocean liner days, there were many different classes over the years, but by the 1930s this had settled down to First, Cabin and Tourist Class, with Cabin equating to to-day’s airline Club Class and Tourist more or less to economy.
And in more recent years, some cruise lines have been resurrecting First Class in new guises such as Grill Class, Suite Class, Yacht Club and The Haven. Because of the much smaller size of their vessels, this trend has not caught on with river lines other than in their branding.
Viking Longship Freya in Cologne (Courtesy Viking River Cruises)
A large company like Viking River Cruises has an interesting approach.
When it expects additional demand it just runs an extra boat, and instead of a capacity of just 190 it can now accommodate 380. Others, however, are beginning to take a different approach.
One such is Australia-based Scenic, formerly known as Scenic Tours. To start with, on its own vessels, the product is First Class. You can put away your credit card because the product is totally all-inclusive and you won’t need it.
Scenic has built a fleet of ten ships since 2008, all accommodating 167 passengers (the newer ones 169), with the latest, Scenic Jasper, Scenic Opal and Scenic Pearl, having joined the fleet within the last year or two.
Emerald Sky moored at Cologne. Note the absence of balconies (Photo cruisepassenger.com.au)
But unlike Viking, which just adds a “second section” to accommodate twice as many passengers, Scenic has done something totally different. It has opened up a new cruise line on the same waters to attract a different set of passengers, mainly younger.
Instead of an “All One Class” approach, Scenic has come up with two different offerings, with Scenic as First Class and Emerald as a kind of Cabin Class with its own ships. Both lines are being sold as upmarket but those in the know, or those wanting to make a purchase, can see the differences.
Balconies are a big feature on Scenic’s river cruisers (Courtesy Scenic)
Emerald, which opened in 2014, is less inclusive, with the difference in starting prices for the peak summer 2016 Amsterdam to Budapest run at about £1,495. And where Scenic carries 167 passengers, Emerald carries 182, or 9% more, on a vessel of the same size.
As Emerald’s ships are somewhat inclusive, it is easy to rate them as Cabin Class rather than Tourist, leaving Scenic to continue to run its First Class business. Emerald’s positioning was helped by the fact that it managed to have Twiggy christen its first ship, the Emerald Sky.
Both lines are aimed at the Australian, British and North American markets and a quick comparison of some of the differences follows:
Extras on Scenic include Occitane toiletries and luxurious bathrobes, a choice of flexible excursions and GPS Tailormade devices, dining in up to five venues on board, on shore cocktail receptions and unlimited laundry and pressing.
Both lines have proven successful, and with Scenic now numbering ten vessels and Emerald soon to count five, Emerald is building two more for 2017. The 138-berth Emerald Liberté will sail the Rhône while the 112-berth Emerald Radiance will run on the Douro.
Meanwhile, a recent shipyard fire on the line’s fifth ship, the 182-berth Emerald Belle, earlier this month was quickly contained but will slightly delay her entering service this spring.
The 16,500-ton, 228-berth ocean-going cruise ship Scenic Eclipse (Artist impression courtesy Scenic Cruises)
The builder used by both lines is Den Breejen Shipyard, near Dordrecht, which has produced ten “Space Ships” for Scenic and four “Star Ships” for Emerald so far. Since its start in 2008, and the opening of Emerald in 2014, the two river lines will have managed to amass a fleet of seventeen river cruisers in less than a decade.
And that is not to mention the 228-berth ocean-going Scenic Eclipse that is now being built in Croatia for delivery in August 2018.