Riviera Travel says increased sales through the trade have helped create its best January trading in history, with river cruises selling particularly well.
Overall, the company is reporting a 36% year-on-year increase in passenger numbers sold through the trade and a 42% growth in revenue last month.
Trade bookings are up 5%, and river cruises account for 65% of trade bookings.
Head of Trade & Partnerships Vicky Billing told Travel Gossip: “We’ve seen an exceptionally strong start to 2025 for river cruise bookings through our trade partners, driven by a few clear trends.
“Agents are telling us that customers are increasingly looking for immersive, hassle‑free holidays with great value built in – a space where river cruising truly shines.
“The desire for slower, more meaningful travel continues to grow, and our itineraries along the Danube, Rhine, and Douro are resonating strongly with guests who want culture, comfort and convenience all in one package.
“We had also announced in 2025 the world’s first dedicated solo river cruise ship (MS George Eliot) which has really put us on the map for solo river cruises.
“What’s particularly encouraging is how well our departures are performing across both first‑time river cruisers and repeat guests.
“Agents are using our simple booking tools, strong offers, and robust training resources to convert enquiries quickly, and that’s been a huge contributor to our success.
“Our commitment to consistency with premium ships, expertly crafted excursions and exceptional Riviera service – means agents can recommend us with confidence. It’s that combination of trust, value, and differentiated product that’s putting us in such a strong position for 2025.”
Riviera’s top-selling river cruises for 2026 include the ‘Blue Danube River Cruise’ and ‘Budapest, Bratislava & Vienna: A Danube Discovery, with sales particularly strong for new ship Riviera Radiance.
The ‘Highlights of the Douro Valley & Salamanca’ cruise on new ship Riviera Rose is popular in Portugal, as is the’ Douro, Porto and Salamanca’ itinerary.
On the Rhine, ‘Rhine Cruise to Switzerland’ and ‘Rhine Gorge & Cologne Discovery’ are bestsellers this year.
