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Travel industry news

18 Jun 2019

BY Tom Parry

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How The River Cruise Line is aiming to change agents’ perceptions

The boss of The River Cruise Line wants to showcase its new ship to agents when it launches next spring.

MS Arena on the Rhine
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How The River Cruise Line is aiming to change agents’ perceptions

The 180-guest MS Arena has been rebranded and refitted as part of a four-year exclusive chartering deal. Part of Arena Travel, The River Cruise Line has also introduced a “Premium Package” option and is promoting cruise-only fares in its brochures for the first time.


Steve Goodenough, Arena Travel managing director, told TTG sales through the trade currently accounted for 20% of business, allowing for “plenty of room for growth” with plans to bring agents onboard next year.


Goodenough also called on the trade not to “misjudge” the brand with perceptions of it as it was under previous owners Diamond Shortbreak Holidays, which failed in March 2017.


“We offer accessible, affordable river cruising focusing on quality of product and service, and we want independent agents to know about us,” he said.

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