River cruise operator A-Rosa Flussschiff plans to reposition into the premium-plus segment for the 2023 season and is raising its sustainability focus.

Although A-Rosa has always been a premium operator, the river cruise sector is trending more upmarket with stronger pricing. This had already started in Germany pre-COVID-19 and it appears to continue.

Based on extensive market research and customer surveys, A-Rosa will implement some 200 improvements.

New crew ranks, enriched catering

New crew ranks will be added, including assistant maître d’hotel and guest relations manager. Catering variety and quality will be improved.

A-Rosa is also going to expand shore excursions choices, adding private tours with car, driver and guide. City excursions will be upgraded with a focus on authentic experiences and insights. Starting in 2023, cruises will include a complimentary half-day excursion with a special dinner.

Further improvements are coming to entertainment and children’s activities. Families will remain a strong focus with the premium-plus strategy, with a Kids Club available on all cruises, even those outside school holidays if more than 10 children are onboard.

Transparent pricing

A-Rosa also aims for stable and transparent pricing without last-minute sales. A new price guarantee ensures that pricing for bookings made by Nov. 30 for the subsequent season won’t be undercut. 

Sandra Wendland heads sustainability division 

The company’s newly established sustainability division is headed by Sandra Wendland, who previously worked for the Aldi Süd retail group with background in the cruise industry and a stint in TUI Cruises’ guest feedback management.

The new division will start by calculating A-Rosa’s environmental footprint then draft a road map of objectives for the 2023 season. In its sustainability efforts, A-Rosa has closely cooperated with the Fraunhofer Institute, which focuses on corporate responsibility.