Riviera Travel to dedicate ship to solo cruisers in 'industry first'

Riviera Travel has claimed to be the first operator to dedicate an entire ship to solo travellers for a full season, following “massive” growth in bookings and revenue from the market.

The 140-passenger George Eliot will offer weekly solo-exclusive river sailings on the Rhine, Danube and Moselle between June and November 2027.

Riviera Travel director of trade and partnerships Vicky Billing said having a ship dedicated to solo travellers was an “industry-first for the entire cruise sector, not just river”.

“We are the market leader when it comes to solo river cruises, and this cements us as that,” she added.

Riviera Travel chief executive Phil Hullah called it “a landmark moment” for the company and the entire river cruise industry.

He added: “The launch of George Eliot, the first river cruise ship to operate exclusively for solo guests, allows us to offer independent travellers a choice and focus that no other operator provides.”

Billing reported significant growth in solo bookings since 2017, with solo travellers now making up 13% of Riviera’s UK business.

Solo bookings through the trade are up 66% year on year, with overall revenue from the market increasing 52% year on year.

All cabins will remain double occupancy with one passenger in each, which Billing described as “a big selling point”.

She emphasised the solo voyages would be “tailored”, from meet and greets at the airport, to excursions and cruise directors who are selected specifically to fit with the solo audience.

The offering would appeal to both new-to-brand and repeat customers, Billing said, and would be alongside continuing dedicated solo sailings on other ships.

The ship will also offer two 14-night itineraries; Budapest to the Black Sea and Cruise the Heart of Europe, which Riviera Travel claims will be the longest solo river cruises ever offered.

Prices for the 14-night cruises lead in at £5,599, while seven-night sailings start from £2,499.

Billing said feedback played a “crucial” role in the move, with 64% of previous solo customers preferring a solo-exclusive cruise, and trade partners requesting more solo options.

She plans to invite “key travel agents” who sell solo holidays on board to see how Riviera is “an expert in this field” and reiterated agents can get a 30% discount off their own bookings if they wanted to experience the ship

Agents praised the move, calling it “game-changing” and “bold”.

Caroline Stobo, product and commercial director at Barrhead Travel, said she expected the concept to “go down very well with our customers”.

Stobo added: “It’s clear that Riviera has been listening carefully to feedback and demand.

“Introducing a dedicated ship for independent solo travellers is bold and signals its commitment to the market. We’re excited about supporting future sales for the ship.”

Lewis Johnston, head of river cruise at the Travel Village Group, said it was “a real game-changer”, adding: “With solo travel surging in popularity and single supplements often being a hurdle, this move gives Riviera a clear edge in the market.”

Margaret McCorriston, cruise development executive at Hays Travel, said the launch of a river ship exclusively for solo travellers was “truly exceptional”.

“This bold move by Riviera Travel not only sets a new industry benchmark but also firmly establishes their leadership in the solo travel market,” she said.

Billing said Riviera Travel was “always open to everything”, including more solo-dedicated ships in future provided the feedback and sales demand it.