47 INTERVIEW Cruising the Century way David Fredericks explains why Century Cruises is introducing its own luxury product to European waters after decades operating river cruise vessels in the region for other brands For more than three decades, Century Cruises has been one of China’s leading river cruise operators. While the brand’s name might not be familiar across Europe, the company has a long history operating vessels for some of the river cruise industry’s biggest brands. Now, following a strategic shift to a businessto-consumer model, Century Cruises is bringing its own luxury brand to European waterways with the launch of its new ship, Century Star. “For 30 years, we’ve had these amazing ships operating in Europe, which were the highest-rated products for a lot of cruise lines, but no one really knew it was Century Cruises,” says David Fredericks, president and general manager of the Americas at Century Cruises. “The history has always been there, but now we’re telling our own story directly. We took delivery of Century Star in June and it’s looking amazing. It will be the first ship on the rivers of Europe to feature electronic propulsion technology, as well as being made from 60 per cent recycled steel, which from a sustainability standpoint makes it an amazing product.” Century Star will accommodate 174 guests in 78 cabins and will sail its maiden voyage on the Danube River in September 2026. “The ship will visit some amazing destinations,” says Fredericks. “While Amsterdam and Budapest are highlights, there is a 14-day itinerary that’s dear to my heart in August 2027. Our ‘Blue Danube’ Passau-to-Passau roundtrip itinerary will include a sailing through the Iron Gates gorge on the border between Serbia and Romania, which is an amazing experience. “As well as offering our guests a luxury onboard experience, with regional cuisine and local entertainment, we’re introducing an immersive programme of shore excursions focused on offering something new. Any cruise line can offer a tour around the Ringstrasse in Vienna and see Belvedere Palace from the outside, but how many can give you an opera performance at Austria’s Schönbrunn Palace? We’re working with over 30 local tour companies across the Rhine, Danube and Moselle rivers to create something special for our guests.” Fredericks expects the European itineraries to attract a mix of Asian, European and American travellers. To accommodate the differing travel preferences, Century Cruises will dedicate specific departure dates to each market. “We’ve had 30 years of guest feedback from China, Europe and North America, so we have created itineraries with small differences to cater for travellers from each market,” explains Fredericks. “In our experience, Westerners like bullet point information at a destination. They do their own research and explore at their leisure, whereas Chinese travellers prefer more detailed information, so we’ve tailored our shore excursion programme accordingly.” Century Star is the first of three vessels Century Cruises is developing for the European market in partnership “ The history has always been there, but now we’re telling our own story directly”
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