InCruises, which always thought of itself as bigger than just a travel membership club, began with the ocean cruise segment as a primary focus, and initial relationships ran through a wholesale supplier.

It later pivoted, becoming more direct with cruise industry companies during the pandemic. Now, the members-by-invitation-only club has expanded its portfolio to offer river cruises through partnerships with AmaWaterways and Emerald Cruises.

Michael Hutchison, co-founder and chief executive officer of inCruises, told Cruise Industry News that the river cruises bring a different kind of experience and immersion to the club’s portfolio, further highlighting culture and historic ports and cities.

He said that, to him, the offering is about the value, immersion, intimacy, fun, memories and the opportunity for multigenerational groups, especially families, to spend time together, even when everyone is off doing different activities during the day.

“Part of the reason I started the business 10-plus years ago was that I was becoming an empty nester as a father. With the river cruises, the beautiful thing is that everybody can go their way, but you still get together at least two or three times during the day to break bread, as we say. I just think it’s an outstanding travel experience that members are going to have,” added Hutchison.

“People want more immersive experiences, access and intimacy. They want smaller ship experiences and cultural immersions in a convenient way,” said Hutcherson, who added the river cruises offer guests just that, with magnificent rivers attached.

He explained that the club offers its members the chance to experience several destinations in one vacation, on one trip, and that this was one of the things that sets it apart.

Another way is its focus on delivering value before, during and after the cruise booking. The club also offers members booking, subscription and price-match benefits, which add on.

“We don’t own ships, so we have to deliver value above and beyond what members can get elsewhere,” Hutchison explained.

“In our first 10 years, we’ve enabled upwards of 800,000 passengers to go on a cruise. My goal is to go from 800,000 to 1.4 to 1.6 million.”

Partners are vetted, trusted companies that can embrace the club’s business structure.

“We look for somebody who can meet the needs of our members and fulfill the expectations for the growth that we’re going to provide. I always try to under-promise and over-deliver,” he added.

Looking forward, the company aims to expand on the new river offering by increasing the number of suppliers it has partnered with.

The company will now look to seamlessly integrate its portfolios in a way that is best and most convenient for its members, providing a full-service offering.

“We got to be sharp and on top of our game and deliver value to our two initial suppliers who displayed their trust in us, and then good things will come our way,” Hutchison said.

InCruises’ business grew organically in Europe, and is currently strong in Europe, Asia and South America.

As for obstacles like low water levels, Hutchison said that inCruises will do what it always has, and that is supporting its cruise partners.

“We’re not adding products just to add products; we’re trying to provide more value because that’s how we measure success.  Nine times out of 10, you have to differentiate yourself. And we’re an alternative, so we’ve got to work that much harder than everybody else.

“We didn’t come this far to come this far. We focus on what we can control,” he added.