BRG Experience Operator: Melbourne River Cruises

From Family Cruises to Dog-Friendly Innovation: How Melbourne River Cruises is growing Melbourne Tourism

A Legacy of Excellence on the Yarra

For over four decades, Melbourne River Cruises has been offering visitors and locals alike a unique perspective of one of Australia’s most vibrant cities. As a family-owned business with deep roots in the Melbourne tourism scene, they’ve mastered the art of providing memorable experiences that showcase the city from its most flattering angle – the water.

“The Yarra River flows through the heart of Melbourne, providing uninterrupted views of iconic landmarks, from the stunning skyline to historic bridges,” explains the Melbourne River Cruises team. This distinctive vantage point has been key to their success in a competitive tourism market, offering tranquillity paired with spectacular views.

The Power of Partnerships

Melbourne River Cruises’ partnership with Big Red Group stands apart in terms of impact and strategic alignment, particularly during challenging times. What started as a business relationship became a lifeline during one of tourism’s most difficult periods.

“What really solidified the partnership was the impact of COVID-19,” explains the team. “With no international tourists for over two and a half years, RedBalloon played a key role in helping us reach local customers during that time, and their support made a real difference in keeping our cruises going through a very challenging period.”

The results have been transformational, particularly during key holiday periods when the gifting market becomes an increasingly important revenue stream.

“Being listed on platforms like RedBalloon and Experience Oz has had a very positive impact on our bookings and overall business growth,” the team confirms. “Taking part in the recent Christmas campaign was a highlight, as it significantly boosted our visibility and attracted both local and international guests looking for unique holiday experiences.”

“Partnering with Big Red Group has helped us reach new audiences and grow our brand. Their platform boosts our visibility, attracting more customers and increasing bookings. This aligns with our overall business growth planning. Being part of their marketing campaigns keeps us competitive and supports our long-term growth by ensuring more people discover and experience Melbourne River Cruises.”

Opening New Markets Through Partnership

“Since teaming up with Big Red Group, we’ve seen a shift in the types of customers we attract, particularly in the gifting market,” explains the team. “The platform has opened up new opportunities for us to connect with customers looking for unique and memorable gift experiences, such as gift vouchers for our cruises. This has been especially popular during holiday seasons and special occasions, as people seek thoughtful, experiential gifts for their loved ones.”

From an operational perspective, the seamless integration between platforms has eliminated common pain points that often frustrate both operators and customers. Customers who book through RedBalloon or Experience Oz are automatically entered into Melbourne River Cruises’ reservation system, minimising double-booking issues and administrative overhead that often plague multi-channel booking systems.

Experiences that Appeal to Everyone

Whether you’re a local Melburnian or an international visitor, Melbourne River Cruises has designed experiences to captivate all audiences. Their daily sightseeing cruises come in convenient 1-hour or 2-hour options, while their Williamstown ferry provides a relaxing route to one of Melbourne’s most charming coastal suburbs. The company has also developed dining experiences including Lunch Cruises, Dinner Cruises, and a Bottomless Brunch Afloat experience.

“We take great pride in our deep understanding of customer service and cultural awareness, ensuring we cater to the diverse interests and expectations of all our guests. Our team is dedicated to providing exceptional service, whether our guests are joining us for a relaxed sightseeing cruise or an elegant dining experience.”

Going to the Dogs (In the Best Way Possible)

In a move that perfectly demonstrates their commitment to innovation and customer satisfaction, Melbourne River Cruises introduced one of their most popular and unique offerings: dog-friendly cruises. Understanding that pets are family members too, they created an experience that allows guests to enjoy Melbourne’s beauty without leaving their furry companions behind.

“We introduced dog-friendly cruises because we know how important pets are to their owners, and we wanted to offer a way for people to enjoy the beauty of Melbourne from the water without having to leave their furry friends behind,” explains the team.

The response has been overwhelmingly positive. “It’s been heartwarming to see how excited dogs are to join their families on board,” the team shares. “The positive feedback we receive from pet owners highlights the unique experience we’ve been able to offer.”

This initiative not only opened a new market segment but also reflected the company’s adaptability and awareness of evolving customer preferences. For experience operators looking to expand their audience, Melbourne River Cruises’ pet-friendly approach offers an inspiring example of how understanding your customers’ lifestyles can lead to exciting new business opportunities.

Of course, safety remains paramount – dogs must be kept on leashes, owners must ensure their pets are well-behaved, and the company reserves the right to deny boarding if necessary. This balance of innovation and responsible management exemplifies the thoughtful approach that has kept Melbourne River Cruises thriving for decades.

Meet Shelby – official model for Melbourne River Cruises pet friendly cruises.

The Secret to Sustained Success

What has kept Melbourne River Cruises at the forefront of Melbourne’s tourism industry for so long? Their answer is refreshingly straightforward: continuous improvement and team culture.

“The driving force behind Melbourne River Cruises’ growth has been our constant commitment to the continuous improvement of our products,” they explain. “We’re always looking for ways to enhance our offerings, whether through expanding our cruise options, improving customer service, or introducing new experiences that align with the needs and expectations of our guests.”

This philosophy extends to how they handle customer feedback, which they review and respond to daily. It was this attentiveness that led them to upgrade their audio commentary system based on guest suggestions – a change that significantly enhanced the overall experience.

“Our strong team culture plays a crucial role, creating a welcoming atmosphere that keeps guests coming back,” adds the team. “Additionally, our ongoing efforts to stay connected with the broader tourism industry and innovate our product offerings have helped us maintain relevance and stand out in a competitive market.”

This commitment to their team translates directly to customer experience, with staff retention rates above industry average and consistent positive feedback about the crew’s knowledge and friendliness.

Looking to the Future

As Melbourne River Cruises continues to evolve, they remain excited about their ongoing partnership with Big Red Group. “We’re excited to keep growing with Big Red Group by our side!” the team enthuses. “Their expertise in experience-based tourism, along with their wide-reaching platform, allows us to strengthen our presence in the market.”

The partnership’s success is evident in real-world results: Melbourne River Cruises has become one of the top-booked experiences at the newly launched Experience Oz Booking Desk in Melbourne’s Visitor Hub. This physical presence in the heart of Melbourne’s tourism district provides another touchpoint for visitors to discover and book their river cruise experiences, complementing the digital platforms and creating a seamless omnichannel experience for customers.

“Having a presence at the Melbourne Visitor Hub through the Experience Oz Booking Desk has been fantastic,” notes the team. “It puts us right where visitors are making their Melbourne experience decisions, and the booking desk staff really understand our product and can recommend the right cruise for each customer.” For visitors to Melbourne, the Experience Oz Booking Desk offers expert local knowledge and the convenience of booking multiple experiences in one location, check it out on your next visit if you’re planning your Melbourne itinerary.

Their journey from a small family business to a cornerstone of Melbourne tourism demonstrates that with the right approach and partners, even the choppiest waters can be successfully navigated.

Ready to Grow Your Business with RedBalloon?

Melbourne River Cruises’ success highlights the real impact of partnering with RedBalloon and Experience Oz. By joining the Big Red Group network, they’ve overcome challenges, reached new audiences, and taken their business to the next level. And your business can too.

As an experience operator, your focus is on delivering unforgettable moments. That’s where we come in. We take care of growing your visibility and driving demand, so you can keep doing what you do best.

Whether you’re a long-standing business or just getting started, our platform helps operators across Australia grow through increased bookings, targeted marketing, and real support.