Riviera River Cruises - Industry Insider Interview
Guest: Marilyn Conroy, Executive Vice President of Sales & Marketing, Riviera Host: Daniel
Company Overview & Growth
Riviera is a British company with 40 years in business, historically the top-selling river cruise line in the UK. The brand has been aggressively expanding its North American presence under the tagline "The Riviera Revolution." Passenger growth from North America doubled from 2024 to 2025, with goals to double again in 2026 and repeat in 2027 — representing approximately 8x growth from 2024 to 2027. As of the interview, early 2026 bookings were described as coming in at a "flying start."
Travel Partner Support
Riviera has made several moves to strengthen its relationships with travel advisors in North America.
Corporate Infrastructure: A new North American headquarters has opened in Fort Lauderdale, Florida, with reservation staff available 9 a.m. to 9 p.m., including Saturdays, plus a dedicated sales service department.
Sales Team Expansion: Four new sales directors were hired in the three months prior to the interview, with continued expansion planned to give agencies more proactive, on-the-ground support.
Riviera Explorer: A new online learning center designed to train travel advisors on the Riviera product and the nuances of individual rivers. Completing the course provides a competitive advantage during Wave Season promotions (see below).
New Website: A redesigned, more user-friendly website where travel partners can book directly in addition to calling the 1-888 number.
Familiarization Trips: Increased fam trip activity has helped build advisor confidence in the product.
ASTA River Cruise Convention: Riviera has participated in the Amsterdam-based convention for two consecutive years and is returning again, crediting it with meaningful growth in advisor engagement.
New Programs & Products for 2026
One-Stop Shopping: Launched in fall 2025 and continuing into 2026, travel partners can now book the complete trip through Riviera — river cruise, international air, pre- and post-hotel stays (anywhere in Europe, not just cruise-adjacent), and transfers.
Grand Tours: A selection of four 14-night itineraries combining one week on land with one week on a river cruise, designed exclusively for the North American market. Current options include France, Italian Lakes with Italy, Portugal, and a newly announced Danube itinerary. These packages are designed to address rising airfare costs by maximizing time in Europe.
Solo Traveler Programs: Riviera offers 20–30 departures annually with no single supplement across all cabin grades. In 2027, the George Elliott will become the first-ever dedicated solo ship, sailing an entire season with no single supplement. Solo departures operate with the same full staff levels as regular sailings — meaning no reduction in service despite the ship being entirely solo travelers.
Wave Season Promotion
The promotion runs through the end of February and includes two components.
Consumer Offer: Cruises starting at 50% off, a $500 per-person air credit, and a complimentary pre- or post-hotel stay.
Travel Advisor Incentive (12-Week Program): Each week, advisors who make bookings are entered into a drawing for a featured gift — examples include a Gucci handbag, a hamper, or a day spa package. All weekly entries are combined for a grand prize drawing of a complimentary cruise with air. Advisors who have completed the Riviera Explorer training receive two entries per cabin booked; non-graduates receive one entry per cabin.
What Sets Riviera Apart in the Upper Premium Category
Marilyn summed it up as "price value" — positioning Riviera at the top of the premium tier while offering the most inclusive pricing in the segment. Key differentiators include multiple shore excursions daily depending on port, and a complimentary open bar from 10 a.m. to midnight — compared to competitors who typically offer complimentary wine, beer, and soft drinks only during lunch and dinner. As Marilyn put it: "We don't just offer the ad hoc happy hour. We offer a happy 12 hours."