At a media event in central London on Thursday (9 October), APT Luxury River Cruises and Tours, UK and Europe, managing director Paul Melinis said: "The demand is there on the rivers. If we could build another four luxury ships for our luxury APT brand, we would.
"Our guests are loyal and agents are becoming more aware. Around 80% of our business comes through the trade and while other holiday types have gone up in price we're offering the same price point."
He added that cruise trade body Clia already does "a great job" promoting the river and ocean sectors but noted how it is currently the "only vehicle" which educates agents about river cruise.
"We need to start talking about river more. The more that we can talk about the sector the better as it helps us promote the sector. In the ocean sector, we've got Clia and they do a great job with the river sector but that is the only vehicle that is driving the river sector," he continued.
"There's an opportunity for all of the lines to get together and get our voice out there. It's not just about running more events, it's about educating agents and offering more opportunities that are not combined with ocean. It's about growing what we do with Clia and sharing the positive stories about river. It's about understanding the clients and showing how river is different from ocean and river."
APT Travel Group has confirmed it will add more premium capacity to the Rhine river next summer just days after revealing it would make a return to the Nile in September 2026.
Melinis told TTG Travelmarvel Rigel would launch on July 2026 once it had been built. More details about the ship, which will sail for the group's premium brand, will be revealed in due course, he added. The day before the Australian-owned group revealed Travelmarvel Sirius would launch on the Nile next year too.
The 62-cabin Sirius ship will feature a large pool, "inviting" communal areas and "elegantly designed" accommodation options, the company said in a statement.
