Clia considers new approach

Rising numbers of new river cruise agents is prompting Clia to consider splitting the annual event to target first-timers and established river sellers more effectively.

This year’s conference broke new records with 65% of the 450 retailers attending for the first time. 

However, with demand continuing to soar (this year’s RiverView sold out in just 24 hours) and the difficult balance of catering for newcomers along with established river sellers, Clia UK & Ireland managing director Andy Harmer said he was looking to organise river events targeting more experienced agents.

When asked if this could mean splitting the main conference between these two groups, he said this was the way it was going, adding: “It allows us to have a much more focused event.”

During the three-day gathering, agents could tour five river ships – a sixth vessel Riverside Mozart, owned by luxury line Riverside Luxury Cruises, pulled out after low water levels stranded it in Vienna.

How the river market is changing

While river cruising famously attracts more mature couples, the market is changing according to several cruise companies. A-Rosa River Cruises UK & Ireland managing director Lucia Rowe said the line’s targeting of families and multi-generational groups had paid off.

“This market has realised the value of travelling together – we carried more than 3,000 kids in 2024,” she said. “This has now become a trend and I’m convinced it is here to stay.”

Riviera Travel’s international sales vice-president, Stuart Milan, said solo travel is currently Riviera's fastest growing sector.

“Our solo programme is huge – we have put a lot more capacity into that for 2025 and 2026,” he explained.

AmaWaterways chief brand ambassador Kristin Karst also said the line had seen a significant jump in the number of solo travellers rising from less than 10% pre-Covid to 15%-20%.

More themes and activities

As river cruises increasingly offer more activities, Paul Melinis, UK & Europe managing director of APT Luxury River Cruises & Tours, unveiled plans to bring an ocean-style experience to the rivers this year with a special UK & Ireland dedicated departure on the Danube. 

The sailing promises activities including al fresco movies, photography lessons, silent discos, quiz nights and Irish-themed nights.

A-Rosa’s Lucia Rowe highlighted the potential of special-interest sailings, citing food and wine and cruises to the Dutch bulbfields, plus wellness and spas, which she said attracted huge interest. 

AmaWaterways UK managing director Jamie Loizou pointed out that the line had wellness hosts on its ships and had two dedicated wellness voyages this August on the Seine and the Danube. 

It’s all about the destinations

More travellers are splashing out on bucket list moments and not worrying about the cost, according to Ama's Karst who said the mindset of travellers had changed post-pandemic.

“They want to afford the very best for themselves and don’t want to compromise,” she said. “I see it across all markets, but particularly the UK where we are 35% up.”

She cited the return of Nile cruising, Ama’s increased capacity on Africa’s Zambezi River and the start of its South America programme with the industry’s first voyages along the Magdalena River as widening the choice to inspire people.

Uniworld UK & Europe managing director Chris Townson said the line was increasingly developing extended journeys, pointing out that a side trip to the Iguazu Falls became so popular, Uniworld included it in the main tour.

“If you put more product in front of people, they are going to take it,” he said.