River cruises are not a ‘one-size-fits-all’ holiday – there are so many different kinds of trip to suit every traveller, writes Jeannine Williamson
As the river market continues to grow – with more ships, new itineraries and exciting destinations to discover – there’s never been a better time to sell river sailings. Yet the sector can still be a bit of a mystery for agents and clients alike, and misconceptions abound.
Common beliefs range from river cruises appealing only to older clients and that they’re much more expensive than ocean sailings, to the ships being small and lacking facilities and that there isn’t much to do on board (or on shore).
If you’re an agent who is not currently selling river cruise, you could be missing out on a rewarding market. If your existing clients are ocean cruisers, city breakers, adventurers, families, solos or LGBTQ+ travellers, there’s almost certainly a river cruise to suit them.
All-inclusive river cruise
During a cost-of-living crisis, river cruises can offer excellent value for money. When recommending a river cruise, it’s important to overcome any initial resistance, particularly from seasoned ocean clients comparing the price with the lead-in fare for a week at sea. River cruises, including value-focused lines such as CroisiEurope, offer far more inclusions than mainstream ocean products.
Flights, transfers, full-board accommodation, drinks with lunch and dinner, 24-hour tea and coffee, snacks, daily excursions and Wi-Fi are generally included as standard. Lines such as Scenic also offer an open bar and include tips – both of which are a big draw for UK cruisers.
Furthermore, with the unpredictable and fluctuating cost of land-based holidays, because river cruises factor in extras such as meals, drinks, entry fees to attractions and transport, this type of trip makes it easy for clients to budget.
Mario’s Grill on board nickoVISION
Repeat bookings
“River cruise bookings can be extremely high-value,” says Chris Townson, Uniworld Boutique River Cruises’ managing director for the UK and Europe. “As we are ultra-luxury and all-inclusive, the opportunities to make good commissions upfront are substantial. If your clients are five-star-hotel clients, you can be confident they’ll love Uniworld.”
“A good number of our itineraries, especially in our Spectacular Journeys programme, include land or train travel, so agents can also target fans of touring and rail holidays, opening up the opportunity even further.”
“Clients are often prepared to book early and spend on the top suites to ensure the best views, levels of comfort and service. Guests often book their next cruise while on board, with bookings registered back to the original travel agent responsible. So the commissions can just keep coming.”
Facilities on river ships
River ships may be much smaller than ocean liners – typically carrying 190 passengers or fewer – but they are just as well-stocked as their oceangoing counterparts. For starters, there are no inside cabins, just a wide choice of staterooms to suit all budgets, including rooms with French balconies and walk-out verandas with tables and chairs.
There are also ultra-plush options, such as Viking’s two-room suites and Uniworld’s opulent suites with four-poster beds and butler service.
While many European ships are limited in length and height by locks and bridges, AmaWaterways’ AmaMagna and Riverside Luxury Cruises’ Riverside Mozart are double-width vessels with plenty of space, making them a comfortable choice for ocean cruisers switching to river. All vessels have luxurious lounges and ample outside deck space with chairs and sun loungers.
Clients can expect high-quality cuisine, with a mix of buffet meals and à la carte dining with lots of choice. In addition to the main restaurant, vessels such as Nicko Cruises’ nickoVISION have distinct venues with flexible opening times.
A Uniworld suite
River cruise excursions
While river cruises can be as relaxing as clients want, there are plenty of ways for active customers to keep fit. Avalon Waterways and Emerald Cruises are among the lines offering high-energy excursions including hiking, biking and kayaking.
CroisiEurope has Cruise & Walk itineraries, while AmaWaterways and Amadeus River Cruises offer golf cruises, and AmaWaterways’ AmaMagna boasts the only full-sized pickleball court on a rivership.
Many ships have small gyms, pools and spas, plus wellness hosts who organise daily classes – often starting with yoga and stretching on the sun deck. At docking spots, the flat riverbanks are perfect for runners.
Lucia Rowe, A-Rosa River Cruises’ managing director for the UK and Ireland, says: “European river cruise destinations lend themselves perfectly for active discovery. You can get your steps in and discover independently on foot, or you can join an organised walking tour.
Discovering a city or district on two wheels is really popular and many river cruise lines, including A-Rosa, offer the choice of small-group e-bike excursions with an expert guide, or the option to head out independently.”
New longer itineraries
Week-long sailings on the two most popular rivers, the Rhine and Danube, are ideal for new-to-river-cruise clients. However, once customers have dipped their proverbial toe in the water, there are extended sailings, which also appeal to retirees with plenty of free time and ocean-going customers used to spending longer periods away. In 2025, Uniworld is operating the 23-night Ultimate European Journey, sailing from Amsterdam to Budapest.
AmaWaterways, which pioneered the longest-ever river cruise in 2023 with a 49-night itinerary from Amsterdam to Romania, also offers the chance for agents to tailor-make longer sailings by combining any number of European itineraries.
Neil Barclay, head of sales for Viking UK, says: “We have been seeing an increase in interest in longer voyages, so recently launched one of our longest European river itineraries yet – a 17-day cruise-tour called Capitals of Eastern Europe, sailing the Danube from Vienna to Bucharest, visiting five capital cities and seven countries.
“Our 23-day European Sojourn itinerary from Amsterdam to Bucharest is another option for travellers looking to combine the Rhine, Main and Danube in one trip. Starting this month, we’ve added a 15-day river cruise-tour, Lyon, Provence & the Rhineland, which combines a sailing on the Rhine with the south of France.” With such a huge selection of lucrative and luxurious trips, it’s the ideal time to get involved in the wonderful world of river cruising.
An Emerald Cruises cycling excursion
Good to know
✦ River cruises have a relaxed atmosphere – there are no dress codes, and few formal nights.
✦ Ships have low-key onboard entertainment that typically includes visiting musicians, singers and dancers.
✦ There are always great views on a river cruise, no ‘days at sea’ and no chance of being seasick.
Insider insight
Andy Harmer, managing director, Clia UK & Ireland
“River cruising offers the ideal mix of relaxation and exploration. In 2024, there will be more availability than ever, with eight new ships set to enter the water. Ships are contemporary, high-end and have a huge range of facilities, such as spas and pools, as well varied dining options.
A wealth of itineraries is on offer, taking guests right into the heart of destinations and providing the chance to explore, from thronging large cities to small towns and off-the-beaten-track landmarks and locations.”
cruising.org/en-gb
PICTURES: Tm Studios Visuelle Medien; Steve Dunlop
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