ABOUT CROISIÈRES AML  

Croisières AML (AML) is a family business founded in Quebec in 1972. The second generation of Hamels, Yan and Loïc, now own this Quebec icon, which has become the largest cruise line in Canada. With a fleet of 25 ships operating between Montreal and Tadoussac in 10 ports along the St. Lawrence River, the company employs 750 people, all dedicated to delivering a memorable experience to over 600,000 passengers, 65% of whom come from markets outside Quebec. Whether you're planning a cruise to Montreal or Quebec City, a visit to the Irish Memorial on Grosse-Ile, a tour of the Archipel des Iles or a whale-watching cruise in one of the world's best whale-watching sites, the Parc-marin-du-Saguenay-St-Laurent, you'll find the experienced Croisières AML team there.  

WHAT SETS THE  CROISIÈRES AML APART IN THE TOURISM INDUSTRY? 

Croisières AML showcases the majestic St. Lawrence River through the diversity of its products. The beauty of this marine jewel, with its urban and wilderness landscapes, its flora and fauna, is undoubtedly a major icon for Quebec, as well as a distinctive asset for Canada as a tourist destination. AML has always focused on innovation and sustainable renewal of its offering. In 2010, it co-founded the Eco Whale Alliance, an initiative that targets the highest standards in eco-responsible whale-watching practices. In 2012, she became a member of Green Marine, the leading environmental certification program for the North American marine industry. The company has been a leader in technology for many years. Its website is the most visited tourist attraction in Quebec. The diversification of its multi-regional offering enables the company to target a wide range of customer segments and to have a structuring impact on the tourism ecosystem of the regions in which it operates. The company has its own travel agency, Voyages AML, as well as an event management team that produces the Grands Feux Loto-Québec series.  

HOW HAS CROISIÈRES AML ADAPTED TO TODAY'S BUSINESS CHALLENGES?  

Inevitably, an attraction like ours, operating on a seasonal basis, suffers the repercussions of this inflation, affecting the customer's wallet. Despite these challenges, which put pressure on finances, the company chooses to remain attractive and continue to provide memorable experiences for its customers. As human resources and procurement costs are also on the rise, Croisières AML is exercising greater control over its operations, expenses and inventories, without reducing the quality of its products or marketing investments. In addition, Croisières AML continues to work with a large number of tourism, economic and industry partners, as well as being actively involved in these groups and working committees. Together, we share our industry's challenges and work on solutions.  

WHAT ARE SUCCESS STORIES OR ACHIEVEMENTS YOUR BUSINESS HAS HAD IN RECENT YEARS? 

With over 50 years' experience sailing the St. Lawrence River, Croisières AML launched a new generation of inflatable vessels in August 2017, designed specifically for marine mammal watching. These vessels, with a capacity of 60 passengers, were built entirely in Canada with the aim of enhancing the passenger experience while helping to reduce the environmental footprint of marine observation activities, as advocated by the Eco Whale Alliance. In addition to reducing the concentration of boats on observation sites, the risk of collision, noise emissions and disturbance to marine mammals have all been reduced. AML intends to continue developing sustainable experiences with its partners, participating in research to improve the performance of its fleet, and maintaining the high quality of its product offering and passenger satisfaction.  

HOW HAS YOUR MEMBERSHIP WITH THE TOURISM INDUSTRY ASSOCIATION OF CANADA BENEFITED YOUR BUSINESS?  

Croisières AML attaches great importance to representation of tourism industry interests at the federal government level. This representation cannot be provided by a single company. Through its work, TIAC makes it possible to highlight the significant economic spin-offs of tourism, using rigorous data. It is also appreciated that the Association supports the development of the industry by sharing regulatory intelligence with its members, offering training on specific topics related to the tourism business environment, and creating networking opportunities such as the annual tourism congress. With TIAC, we have the capacity to make our voices heard and to influence the government so that assistance programs are adapted to our sector and contribute to the development and growth of our businesses.