On Location: “Absolutely incredible” – Travel advisors gain tools, connections at Avalon-ACTA river summit

Tracy Langdon has the unmistakable glow of someone who had discovered something big – something business-shifting, perspective-changing, and possibly a little magical.

The Newfoundland-based travel advisor, who runs Soul Travel as an affiliate of Trevello in St. John’s, has spent 13 years curating private, escorted adventure tours across the globe.

She’s conquered the likes of Mount Kilimanjaro and the Inca Trail with her clients. But this week? She’s unlocked a brand-new world – one that happens to be floating.

River cruising.

“I can’t believe I have never river cruised before,” Langdon told PAX Thursday night (Nov. 27) aboard the Avalon Panorama, a contemporary 83-stateroom river ship, operated by Avalon Waterways, that can hold up to 166 guests.

Langdon is just one of 130 Canadian travel advisors on board the fully-chartered ship this week, participating in Avalon’s third-annual European River Cruise Summit, an event on the Rhine river held in partnership with the Association of Canadian Travel Agencies and Travel Advisors (ACTA).

Regarded as one of the Canadian travel trade’s most sought-after professional-development events (more than 450 agents applied for a spot), the summit — which PAX was invited to cover — has drawn a diverse group of participants, from veteran river-cruise specialists to newcomers like Langdon experiencing this style of travel for the first time.

When we asked Langdon how the week had treated her, the excitement was instant.

READ MORE: On Location: “There’s such a positive energy”: Avalon-ACTA's festive River Cruise Summit sets sail

“It has been absolutely incredible,” Langdon said last night as a sparkly black and gold-themed wrap party in the ship’s main Panorama Lounge buzzed in the background.

This year’s summit, which wraps up today (Nov. 28), has unfolded along a festive tapestry of Christmas markets, medieval towns, and dreamy river scenery, all set against Europe’s timeless holiday glow.

Advisors have sailed through Switzerland, France, and Germany aboard the first of Avalon’s signature Panorama-class ships.

Currently decorated in holiday decor, the Avalon Panorama is famous for its “Panorama Suites,” which boast wall-to-wall, floor-to-ceiling windows, an open-air balcony, at least 200 square feet of living space—among the largest in the industry – spa-like bathrooms and a cozy bed (which can be separated into two twins or connected to make a king) facing the window.

On this chic ship – a floating luxury boutique hotel, you could say – 80 per cent of the staterooms (two full decks) fall into this category.

Combine comfort, Chef-prepared meals (from lobster tails to regional dishes like German rinderroulade) and attentive and friendly service—the always-smiling staff and crew treat you like family—and you have a memorable river cruise experience that feels like a home away from home.

Each day of the summit – this year, sponsored by Air Canada and Manulife – has been overflowing with workshops, brand education, destination deep dives, onboard content-creation opportunities, and excursions designed to help advisors supercharge sales in the booming river market.

For a travel advisor like Langdon, who is accustomed to the rugged, unpack-move-repeat rhythm of adventure touring, the river cruise lifestyle hits differently.

“It’s extraordinary being able to unpack once and blend comfort, luxury and immersive cultural experiences – all into one,” she said.

On river, on land

From Basel’s artistic charm, to the holiday sparkle of Strasbourg (France’s Christmas capital), to the castle-crowned beauty of Heidelberg and the Rhine Gorge, and on to Koblenz, Rüdesheim, Frankfurt, Speyer, and the storybook and medieval charms of Freiburg, located in the foothills of the Black Forest, and Colmar in France’s Alsace region, the itinerary has blended ease and exploration in a way she didn’t expect.

One thing that stood out from the summit-specific itinerary was how distinct each community’s Christmas market was, shaped by its own local traditions.

And the myth that river cruising is slow and boring? Consider that debunked.

“River cruising is evolving,” Langdon said, noting the market’s desire to step outside of comfort zones and try new things.

From classic walking tours to Avalon’s all-included Active and Discovery excursions—from cycling, hiking, and in summer even kayaking to cultural activities, like cooking classes—Langdon sees a clear crossover with her adventure-seeking clientele.

“These are not slow-paced tours,” she said. “I honestly believe I can blend adventure travel with river cruising.”

For clients that prefer a traditional pace, there’s still of course Avalon’s Classic excursions, which focus on a destination’s history and heritage through traditional guided sightseeing led by local experts — offered at a variety of paces.

A Switzerland awakening

This week, advisors took in a range of insightful sessions — from a fireside chat with Pam Hoffee, president of Avalon Waterways, to an advisor panel about selling groups to workshops about marketing and social media, and business-building strategies, such as ways to convert ocean cruisers to river.

But for Langdon, one session in particular struck a chord: a presentation by Oliver Weibel, director for Canada at Switzerland Tourism, who was on board this week, getting his own first taste of river cruising. 

Earlier, Weibel gave a presentation highlighting Switzerland’s mountainous regions and exciting activities, from scenic train journeys to world-class skiing.

And with the river cruise kicking off in Basel, one of Switzerland’s artsiest cities, pre- and post-tour excursions were arranged to give advisors a taste of Swiss bliss.

Langdon was among the advisors to participate in a pre-summit excursion in Switzerland, “which, to me, has been a hidden gem,” she said.

“I’ve never really focused on that country before,” Langdon said, reflecting on the train rides, the mountains and magic of visiting Lucerne. “It was a highlight. I cannot wait to explore it more.”

And then, of course, there was the novelty of river-cruise border-hopping:

“One day we’d leave a country, I’d wake up in another, and then in the afternoon, I visited another country. Three countries in 24 hours! Where do you do that?” she said.

The week has given Langdon exactly what the summit aims to deliver: momentum.

“I feel like I'm armed with a lot of amazing information,” she said. “I've gained the confidence [to sell river cruises] that I did not have when I stepped on this ship.”

“Insane” camaraderie

That reaction reflects what Avalon aims to achieve by welcoming Canadian travel advisors aboard its ships for a learning experience that, over the years, has translated into a near 35 per cent rise in sales.

“River cruising is a ‘seeing is believing’ experience,” Avalon’s Pam Hoffee told PAX earlier in the week. “We know that when an advisor travels with us – or any river cruise line – they will come back energized and excited about the product. They’ll know how to sell it and identify the right customers.”

Denise Harper, managing director for Canada at the Globus family of brands (Avalon’s parent company), acknowledged that for some attendees—especially those who have never taken a river cruise—there can be “a lot of unknowns” when it comes to attending the summit.

What stands out, however, is the way seasoned river cruise sellers have stepped in to support their peers.

“The camaraderie with this group is insane,” Harper told PAX last night. “Everyone has been sharing ideas about best practices, trying to help each other succeed. That’s what I love the most.”

Suzanne Acton-Gervais, president of ACTA, called the Summit “a living example of what partnership and industry collaboration looks like.”

“It’s an incredible opportunity for advisors to tool up and gain more expertise,” she told PAX. 

The event, aligned with ACTA’s commitment to education and professional development, also gives the ACTA team a chance to connect with members face-to-face.

“We gain insight into what matters most to them, how their business is being impacted, and how we can help them thrive,” said Acton-Gervais.

The river cruise boom

While past Avalon–ACTA river summits centered on welcoming new-to-industry agents, this year’s edition shifted its focus to experienced travel advisors—those looking to expand their book of business—representing a range of consortiums and host agencies.

The week’s various workshops were designed to help attendees “learn something that they didn't know about before,” Harper said.

“People have been asking great questions about what they can do differently to grow their business. Everyone is so serious about being successful,” she said.

Harper said the real impact becomes clear once advisors return home and put their business strategies into action.

Many, she noted, return to Avalon with group bookings lined up for the following year or two.

“It makes a huge difference being on board – advisors can speak about their personal experience,” she said.

It’s a timely conversation as river cruising rises in popularity. In Canada, river cruises are outpacing traditional land tours, Harper said.

“People with disposable income want to travel and river cruising is where they want to be,” she said.

Winnipeg, Manitoba-based Christine Ward, of Great Escapes By Christine, agrees.

As a travel advisor of nearly 39 years, and as one who been been selling groups on Avalon for over 20 years, she said the demand for river cruises has “gone way over the top.”

“Everybody wants to do a river cruise. People are going on one after another after another,” she said.

The biggest misconception about river cruising, she said, is that “it’s for older people” and that “there’s nothing to do at night.”

Which, she admitted, is how it used be – decades ago.

“Now, everything has changed,” she said. “It’s for younger people. Avalon has Active and Discovery excursions. There’s great music at night, everybody dances.”

PAX can vouch for it—whether it was nightly happy hours or social activities, including a candy-cane themed party, or a Christmas-themed trivia night that hilariously spiralled into a heated debate over who deserves the title of “King of Christmas” (Michael Bublé? Nat King Cole? Bing Crosby? Don’t ask…), the so-called “downtime” was anything but dull.

Especially when you’re in the company of like-minded colleagues.

“Meeting other agents from across Canada made all the difference,” Ward said, reflecting on her first time attending the summit. “It’s such a great way to get together and share that passion and excitement.”

That sense of shared experience is what drew Ray Surette of Direct Travel, based in Toronto, ON, back to the River Cruise Summit for a third consecutive year.

He’s also watching where business is flowing.

“I’ve sold almost more river cruises over the last couple of years than ocean cruises,” he said.

“With ocean cruises, you can visit port cities from the shore, whereas river cruising takes you right into the middle of a country and the continent. People are looking for something different.”

To see more pictures from Avalon & ACTA’s European River Cruise Summit, visit and “like” PAX’s Facebook page here.

Stay tuned for more of PAX’s coverage from the event.  

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