Agents back river cruise sector despite challenges

Agents have insisted now is not the time to step back from selling river cruises, despite a challenging summer dominated by low water levels and complaints about onboard facilities.

 

The call comes after Tui River Cruises pledged to upgrade and replace air conditioning systems across its European fleet this winter following reports of faulty cooling, shower and toilet facilities on Tui Skyla and Tui Isla.

 

The operator apologised to customers affected by technical issues during periods of extreme heat, which coincided with operational disruptions caused by low water levels on the Danube.

 

Jon Burton, founder of Fairclough Travel – which generates 60% of its business from river cruising – runs a 4,000-member Facebook group for Tui River Cruises passengers where the issues were highlighted.

 

He noted that most disgruntled clients had booked direct rather than through an agent, and described it as an opportunity for the trade “to shine” by showing expertise and service.

 

“The industry is resilient and we should all stand behind it and keep pushing it because it will bounce back,” Burton said. “It is up to us [as agents] to make it bounce back more than anything.”

While Burton said river cruise lines had been “doing their absolute best” for passengers, his “plea” was to “have a bit more forewarning” than customers on the potential for a cruise to be changed, for instance, two to three weeks ahead of departure to have more time to prepare options. 

He urged agents working during this period to “secure the relationship” with clients rather than solely have a rebooking conversation, consider alternative rivers such as the Douro, Nile or Mekong and invest in river cruise training.

 

GoCruise & Travel head of franchise Colin Martin-Weekes agreed the trade needs to support the sector, urging agents to “shout about what they can do” to support customers through difficult times and champion river cruising as “an exceptional holiday experience”.

 

Richard Slater, owner of Henbury Travel, also confirmed he would “not pull back” from the sector despite operational hurdles.

 

“Experience tells us not to sell heavy in July and August, but this year has been difficult,” Slater said.

 

“Most of our clients opted for adjusted itineraries and were happy.”

Panache Cruises chief commercial officer Anna Perrott said river cruise remained “a fantastic holiday” with many rivers around the world to promote.

 

She said: “We have ensured we are communicating with our customers at all times and ensuring nothing is too much trouble when it comes to their river cruise.

 

“We have found most customers are opting to rebook for later in 2026 and there is particular interest in Christmas markets.”

 

Travel Village Group owners Phil and Paula Nuttall also reaffirmed their commitment to river cruising in the face of the summer heatwave hitting European waterways in a joint letter to operators earlier this month.

 

They told river operators “we have your back”, while emphasising that the sector is “incredibly important” to their family business.

 

Operators continue to monitor conditions closely, with Riviera Travel extending its “stop-sale” approach on Rhine and Danube departures until September 13 following sales pauses in August.

 

Paul Melinis, managing director of APT Luxury & Travelmarvel, noted recent rainfall had “improved conditions” on parts of the rivers, though levels “remain changeable”.

 

Looking ahead, agents are confident about late-year trading.

 

Burton predicted itinerary adjustments would continue into October but was confident Christmas market sailings “will happen”, citing steady customer interest.

 

Martin-Weekes added that autumn bookings were typically quiet for the time of year, anticipating “a spike” in September, while one of the company’s franchisees Christina Astill described July and August as some the “busiest months ever for river cruise bookings”.

 

Astill said: “I think it’s the old thing that all publicity is good publicity and I have done lots of new bookings, but they are not booking for July and August [departure], but looking at April and October instead.

 

“They are also not avoiding the Rhine or the Danube. It’s a good spread across the European rivers.”

 

She said she had proactively contacted clients about river cruising, adding: “Absolutely I want to talk about rivers and if people are nervous, then you talk about rivers where the flow is more guaranteed like the Douro or the French rivers. ” 

 

She added she had booked new-to-river customers and an escorted group of 20 passengers on a Danube cruise for May next year “in the middle of everything”, but there was “no mention of worry”.

 

In addition to bookings for 2027, Astill said she had done a number of bookings for October and November departures, and Christmas market cruises were already “very heavily booked”.

“It will be good when the rain comes for operators, agents and clients, but I almost feel like we have all been in this together,” she said.

 

“It’s nobody’s fault and there has been a feeling that everyone is willing for things to go ahead but is understanding that sometimes it can’t.”

 

Advantage Travel Partnership director of cruise Jonny Peat reported strong demand for mid-November Christmas market sailings.

 

Perrott said for impacted customers not wanting to travel this year, there is a “strong booking pattern” for early shoulder season in 2027, alongside “a spike” in long-haul river cruise.

 

She stressed demand for 2027 “remains strong”, with interest in the luxury agency’s newly launched hosted group on the Danube for July next year continuing and seeing “no negative impact on overall bookings”.

 

“Over the past month, 60% of our bookings have been for 2027, slightly below the same period last year,” she added.

 

“This indicates demand for in-year bookings remains resilient and has not been significantly impacted by the focus on future-year sales.”