B O L D PA R T N E R S H I P
ROCKING THE BOAT EMERALD WATERWAYS IS REDEFINING THE CRUISE EXPERIENCE. NO OCEAN NECESSARY.
Let’s start by stating the obvious: the cruise industry is big. Really big. The past decade has seen explosive swelling in both consumer interest and industry offerings, with an average annual growth rate of seven per cent marking the cruise industry as the fastest growing category in the leisure travel market. The undeniable appeal of travelling the world’s oceans in stylish comfort has triggered something of an arms race, with cruise lines fighting to build the biggest boats with the fastest rollercoasters and the tastiest margaritas. The consistent popularity of cruising as a vacation option should perhaps come as no surprise: the daydream of gazing out onto the endless blue sea from the sweeping vantage of a deck chair speaks to our most fundamental desires to appreciate natural majesty. Of course, if cruises were all about natural majesty, there would be no need to build theatres, spas and bars into the hulls of these massive ships. While passengers have no
doubt gained from the ever-compounding elegance of these luxury boats, they may have lost something as well. As the all-inclusive experience becomes ever more inclusive, the incentive to ever leave the luxury comforts of the cruiseliner diminishes. In this way, the idealized freedom of the wide open ocean becomes a paradox, with bigger and better boats corralling passengers within the confines of a predictable experience. Far away from the expanse of the open ocean, Emerald Waterways has been at the forefront of a quiet revolution. Wielding a fleet of distinctively smaller ships that could be most accurately likened to floating boutique hotels, this award-winning cruise company focuses on experiential authenticity without compromising on luxury. In relocating the cruise experience to some of Europe’s most beautiful rivers, Emerald Waterways has saved the industry from itself. In recapturing the spirit of discovery and intimacy that defined cruising before its modern commercialization, Emerald Waterways will make you fall in love with the waves again.