However, questions remain as to whether the river line can actually profit financially from the move, despite it being ostensibly positive and inclusive.
In September, Riviera confirmed its 140-passenger vessel George Eliot would operate exclusively for solo passengers between June and November 2027.
The ship will sail the Rhine and Danube rivers with up to 70 guests during that period. The deployment means Riviera will offer 19 departures for solo passengers in 2027.
This year, Riviera has seen solo river cruise bookings made via agents increase by two-thirds (66%) year-on-year, with nearly 13% of all bookings coming from guests cruising on their own.
Lisa McAuley, incoming managing director of RiverVoyages parent World Travel Holdings UK; Steve Philippou, managing director of Cartwright Travel and solos cruise specialist Passion For Cruises; and GoRiverCruise agent James Hill all praised Riviera for “thinking about what’s right for the customer”.
“From a solo passenger point of view, it’s good news – we had an inkling this was going to happen,” said Philippou.
A ‘big-picture move’
Philippou joked he wished Riviera hadn’t drawn attention to the strength of the solo cruise market, but admitted: “Although our business is growing, I don’t think we’re big enough to sell a Riviera ship every week.”
Hill, meanwhile, said he was supportive of any efforts to encourage people to book their first river cruise. “I like anything that spreads interest,” he said. “It’s a big-picture move because it attracts more people. It acknowledges the strength of the solo cruise market. It should give people travelling by themselves confidence to go and book.”
As it announced the deployment, Riviera confirmed to TTG George Eliot would inevitably yield less revenue during its 2027 summer season than if it sailed at double occupancy.
GoRiver Cruise agent James Hill and Lisa McAuley, the managing director of RiverVoyages parent World Travel Holdings UK
Hill said the pricing situation, from a business perspective, was “complex”. He highlighted how discounted cabins on double occupancy ships would “probably” be the same price as a cabin on George Eliot in 2027.
“We quite often see 60-70% discounts in the river cruise market today,” he said, adding: “It’s a pretty strong market for women who travel as a three or four and don’t want to share a cabin because they’re beyond that.”
Philippou stressed the importance of pricing sailings correctly. “I’m not sure George Eliot will be loss-making,” he said. “It’s all down to how they price it. If they price it too high, Riviera are going to be coming to us late on. It’s an awkward one, but that’s the burning question, isn’t it?”
But he added: “If you’re selling one person into a cabin, then you’re cutting your margin,” while stressing: “We will support Riviera come what may. Our business lends itself to that product.”
A flat market?
McAuley called Riviera’s decision “really smart”. “It’s good to see a cruise line thinking about what’s right for the customer,” she told TTG. “Then for me, as a retailer, it’s about how I can make the most of it.”
Philippou noted how Riviera is trying to seize the initiative in a flat market, which “isn’t particularly easy” to operate in at the moment.
He explained: “We’ve got the Budget coming up and then there’s travelling in Europe with all the new border rules. It’s all change. The general public is holding back and not spending. Riviera is looking at solo travellers, who are booking holidays. The solos market has got good potential.”
McAuley added: “The solo traveller has for so long been penalised – I think this move will be game-changing.”
*This article in no way relates to Solos Holidays, which is a separate brand.
