Scenic Tours has launched a new off-shoot river cruise line to be named Emerald Waterways, and in doing so has taken a broad swipe at rival Viking River Cruises. It’s the first major cruise line to launch on a river in a number of years, beginning with the Emerald Sky which will begin offering sailings in April 2014.

A sister ship, the Emerald Star, will then begin sailing in June of the same year. The cruise line has been described as offering “four-star deluxe” sailings in direct opposition to a similar position currently held by Viking River Cruises.

Both of the ships will have a swimming pool with a retractable roof, which will convert into a cinema area in the evening when the roof is closed. Suites on the ships will have a complimentary mini bar, restocked every day, a pillow menu, use of an iPad, a Nespresso machine, a laundry allowance, pre-dinner canapés and continental breakfast served in-suite.

Guests can also book standard cabins with an indoor balcony area and a drop-down window, rather than having a French Balcony.

Chris Towson, the managing director of the cruise line, hasn’t been shy in admitting they are targeting the market currently dominated by Viking River Cruises, describing Emerald Waterways as a “predatory product that takes what is out there to another level.”

He also said “(The indoor balcony cabins) measure 180 square feet – 45 square feet bigger than Viking’s equivalent French Balcony Stateroom. Viking sends tens of thousands of guests every year and Emerald is offering a better product at a lower price so we’re excited by the potential.”

It’s a fascinating tactic, being so public and obvious in attacking Viking River Cruises. Here at River Voyages we love what Viking are doing and their new Longship fleet is proving extremely popular and successful, but it’ll be interesting to see if they have any plans of their own to ensure Emerald don’t make significant inroads into the market.

By Ian Lewis
Google