Three, eight-day “Cruise and Explore” sailings are set to depart twice in spring and autumn next year along the Danube, Rhone and Rhine. Riviera plans to increase the offering in 2023. The trips, which are now on sale, start at £799pp.

The new scheme will offer guests half-board dining, with breakfast included each day and either lunch or dinner, in a bid to provide customers with more flexibility as to when and where they dine, whether onboard the vessel or in a local eatery. 

Riviera has also introduced later departure times from a range of ports to give people enough time to dine ashore.

As opposed to its traditional cruise offering, "Cruise and Explore" itineraries will not include tours and shore excursions, to give guests the option to devise their own plans, via a third party or through their own research.

Customers will also be able to choose how and when they travel to the ship for initial disembarkation. 

Will Sarson, head of strategy and innovation for Riviera Travel, said the line "wanted to find a way to bring the experience of river cruising to more people".

"We wanted to change the way people think about river-based holidays in Europe," he added.

"We put freedom and flexibility at the heart of everything we do with cruise and explore, and we are really excited as we think we have created something unique here, and we can’t wait to welcome people onboard the ship."

The initial launch of the product is available to book via Riviera’s web channels.