Exclusive: Inside Riviera’s solo-only river cruise revolution
Riviera Travel’s product director, Will Sarson, opens up on the launch and journey behind the river cruise and escorted touring specialist’s new solo-only river cruise ship
It comes after the line earlier this week announced plans to debut what it claims will be the world’s first river vessel exclusively for solo travellers.
MS George Eliot will begin sailing in June 2027, marking a big milestone in the growing demand for solo travel holidays, especially in the cruise market.
Speaking exclusively to Cruise Trade News, Sarson shared the story behind this revolutionary initiative and what it means for solo travellers and the wider industry.
“It’s something I’ve always thought would be incredible, not just for the guests but for the crew as well,” he said. “They’ll know exactly what to expect and can tailor their service to meet the needs of solo cruisers.”
The inspiration for George Eliot, Sarson said, began in 2017 when Riviera first launched its solo traveller range of tours. This was an immediate hit, catering to a previously underserved market. Recognising the challenges solo travellers face such as higher costs and a lack of tailored experiences, Riviera set about making a difference.
In 2018 the company took it a step further with its first solo traveller cruises, offering two departures. From there, demand grew exponentially, prompting Riviera to increase its solo tours and expand to more destinations and ships. “By the start of this year, I began working on how we could make this idea a reality,” Sarson added. “Now, here we are, with a dedicated ship – MS George Eliot, set to be the first of its kind in the world.”
As solo travel continues to rise, Riviera is keen to meet the specific needs of the demographic. “At the heart of it, solo travellers are just travellers,” Sarson continued. “It’s not about reinventing the wheel; it’s about understanding that, while they may not have a cabin mate, they want the same great service and experiences as everyone else.”
With a focus on flexibility and personalised service, the company ensures that solo cruisers feel both welcome and valued. This includes representation at UK airports, where solo travellers are greeted by staff before their journey begins, alleviating any anxiety about travelling alone.
Onboard, George Eliot will offer many opportunities for solo travellers to socialise if they wish, but also plenty of space for those looking for a more solitary experience. With a capacity to accommodate 68 solo passengers on a ship designed for 140, there is ample room to weave in a variety of preferences.
“It’s all about respecting the reason people choose to travel alone, some are looking to connect, others are seeking peace and quiet. We want to ensure that whatever they’re after, we can provide it.”
The ship’s layout and design have been carefully considered to provide a mix of communal spaces for group activities, as well as quiet corners to relax and introspect. “It’s not about isolating anyone, it’s about giving them the freedom to choose how they want to experience their holiday,” he added.
The rise in demand for solo travel has been evident in recent years, with bookings for solo river cruises increasing by 66 per cent year on year. Sarson is confident that this upward trajectory will continue, and that single travellers will increasingly expect better choices and flexibility in their holiday options.
“It’s not just about offering solo cruises during the shoulder seasons, when ships are harder to fill,” he said. “It’s about providing a genuine, year-round option for solo travellers. When they book, they’ll return, and that’s the snowball effect we’re aiming for.”
Looking ahead, Riviera Travel plans to continue offering solo-exclusive cruises on other rivers where George Eliot doesn’t operate, such as the Douro River. “There are plenty of opportunities to expand, and as demand grows, we’ll increase the number of departures.”
The introduction of George Eliot is a clear signal that the industry is evolving to meet the needs of an increasingly diverse customer base. This shift marks a new era in the river cruise industry, one that Sarson hopes will inspire other companies to follow suit. “We’ve made the bold move, and I’m sure others will take notice,” he said. “We’ve always said that independent travel is a crucial market, and now, we’re leading the way in providing a truly tailored experience for them.”
Sarson also alludes that this doesn’t mean offering a product for individual travellers but actually enhancing the overall cruise experience for everyone. “It’s not about othering solo travellers; it’s about giving them the same great experience that we offer to all of our guests.”
