Riviera Travel has pledged to double its passenger numbers by 2030.
The operator currently caters for just under 100,000 passenger per year, but is aiming to increase that to 200,000 per year by the end of the decade, according to chief executive Phil Hullah.
Speaking to agents and media at Riviera Travel’s 40th birthday celebrations in Paris, Hullah said he sees a “huge growth opportunity” in the touring side of the business, as well as on European and long-haul rivers.
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“By taking a bit more market share in the areas we currently operate in, it will fuel huge market growth,” he said.
“It’s not always about introducing new product offers, but about growing our current river cruise, short-haul and long-haul tour offerings.”
He added: “The biggest passenger growth opportunity in the short-term will be in short-haul tours.”
Outlining his plan for hitting the target, Hullah said the operator has set itself three benchmarks it will use to hold itself accountable: extending its customer reach, evolving the holiday experience and proposition and focusing on guest experience.
“If we get those three things right, the business will grow and we will prosper,” he added.
Head of trade partnerships for the UK & Ireland Vicky Billing told Travel Weekly the operator is “obsessed” with its trade partners, and focusing on supporting agents will help drive passenger number growth.
She said expanding the number of agents Riviera Travel works with will be “key” for meeting the 200,000 passenger per year target.
“We currently take less than 100,000 passengers away a year so the only way we’re going to more than double that by 2030 is by working with the trade,” she said.
“We want to be in a position where we can work with every agent, which is why we have expanded our trade sales team and invested in our trade support team.”
She added: “We need the trade to support us so we have to support them.”