Chief customer officer Simon Michaelides revealed the figures at a launch event in London on Wednesday (18 January) for Riviera’s three new 10-night river cruises, and its upcoming travel concierge service.
Michaelides said the company had managed to carry positive sales momentum into 2023 after the company returned to profit for the first time since the start of the pandemic.
"We’ve picked up where we left off [in 2022]," he told guests. ’[Our] expectations for the peak trade period have been well exceeded so far on pretty much every metric."
Riviera carried around 70,000 passengers last year, with a return rate of about 80%, said Michaelides, while river cruise load factors have run to 95%.
"January bookings are up, about a third ahead of target," he continued, adding average selling prices were up 45% versus January 2019 and revenues for January to date up by about 9%.
Turning specifically to trade sales, Michaelides said trade partner revenue was up by 25% compared with 2019, with average sales prices "about £300" ahead of direct sales.
Explaining the £285 discrepancy between Riviera’s trade and direct booking values, head of agency sales Tom Morgan told TTG the company had seen a big increase in trade clients seeking to upgrade their holidays.
In addition, Morgan added that since Riviera launched its more premium Signature touring programme last year, these new trips were now making up 16% of trade sales. Morgan said this underlined the importance to Riviera of having "higher value products" in its range.
Michaelides revealed Monday 9 January was Riviera’s biggest sales day so far this peaks, with sales falling just shy of generating £2 million in revenue. This, though, still saw the business generate 20% more revenue than on Riviera’s biggest day in January 2019.
"It bodes really well for us," said Michaelides, who explained the company’s peaks performance had so far been achieved on lower marketing spend than in 2019. "In real terms, every marketing pound (£) is working 25% harder," he added. "And it’s the most extensive marketing mix we have ever had.
"[It’s been a] difficult couple of years. We are delighted to be back doing what we do best – it puts smiles on everyone’s faces."
