River Cruise Agency 2025 – ROL Cruise

ROL Cruise invested heavily in its website last year, adding deck plans, detailed cabin information and photographs for key partner cruise lines. Rosie Cairns, chief of ROL Cruise – which became an employee-owned trust in 2024 – says the information provided was helping agents upsell customers to the suite level that was right for them, and fulfilled the agency’s desire to be a one-stop shop for its river cruise clients. Other digital developments in the last year included the launch of the My ROL app, which provides customers with itinerary updates, concierge support and real-time booking management. The agency has also made a concerted effort to upskill staff with river cruise product experience, including those working in customer service, not just in sales. 

Customer service aims to surprise and delight, with complimentary chauffeur services often arranged for clients – even when they haven’t requested them. While managing bookings impacted by river water levels could be challenging, says Rosie, communication with the customers affected is a business priority. “We’ll always call them as soon as we find out there’s an issue, which helps put them at ease.”

A big project for ROL Cruise in 2024 was expanding its river cruise database, through national TV advertising campaigns, a targeted partially addressed mail campaign, and advertising with national press titles, such as The Telegraph, The Times and The Daily Mail. Cruise giveaways and focusing on the likes of wine-themed river cruises have had the most impact, helping to grow its overall database. Customer acquisition was also boosted by referrals driven by the agency’s free-to-join Cruise Miles rewards programme. Last September, 100 loyal clients were invited to a garden party hosted by Cruise Miles ambassador and former royal reporter Jennie Bond. 

ROL Cruises has entered a new phase of growth, after last year’s transition to an Employee Ownership Trust, and is committed to financial and wellbeing benefits for its team, recognition and rewards, and work-life balance. Its culture of long service, shared responsibility and collective achievement helps this business contribute to the long-term growth of river cruising in the UK market.

rolcruise.co.uk