Not Just Travel sees river cruise bookings almost double

Not Just Travel has reported river cruise sales are up 97% so far this year compared to the same period last year.

It said the surge in sales is outpacing the broader cruise market, in which the homeworking agency also achieved 30% overall growth.

It said river cruising now accounts for 6% of cruise bookings, up from 3% this time last year.

The success follows a focus on river cruise training and a “significant shift” in holiday preferences among British travellers.

Not Just Travel had a dedicated focus on river cruises and touring holidays during March, with enhanced training for agents, the introduction of new suppliers and exclusive promotional offers.

Steve Witt, co-founder of Not Just Travel, said: “Our month-long targeted approach has clearly resonated with consultants and their customers who seek more intimate, culturally immersive travel experiences.

“The substantial growth confirms our belief that river cruising represents one of the most exciting opportunities in today’s travel market.”

Not Just Travel’s portfolio features Riviera Travel, Scenic, Emerald Cruises, Uniworld, AmaWaterways, APT and Tui River Cruises, with bookings being made across European waterways and beyond.

The agency said it has seen “strong” average selling prices across these bookings, “indicating consumers’ willingness to invest in higher-quality river cruise experiences”.

Clare Cruise, head of commercial at Not Just Travel, said: “The success of our river cruise initiative has been tremendous, but this is just the beginning.

“We’ve already begun planning an expanded programme for the coming year, including familiarisation trips and personalised training modules tailored to consultants at every experience level, from those new to river cruise sales to our seasoned specialists.”