Exclusive: New VIVA UK boss outlines plans to grow market share
VIVA Cruises will look to grow its UK market share from 4 per cent to nearly 10 per cent of its overall business by the end of the year, says new UK head Michelle Daniels
The target was set by Daniels, who outlined her plans to enhance the European river specialist’s standing in the UK in her first interview as the company’s UK, Ireland, Australia and New Zealand country manager.
“VIVA was a brand that I was aware of, but I didn’t know too much about,” Daniels tells Cruise Trade News. “But once I started having conversations with [VIVA Cruises CEO] Andrea Kruse and [VIVA Cruises head of marketing and digital] Patrick Ell, I was super impressed and knew this was the move for me.
“VIVA is a fresh take on the traditional side of river cruising. It’s new, dynamic and offers a huge amount of flexibility and choice, which I know will play really well with the UK market.”
Having spent a few weeks settling into her new role, Daniels, following conversations with Kruse and Ell, set her sights on growing the UK’s market share to 8-10 per cent of VIVA Cruises’ global business.
“The company has rapidly expanded in other markets, we’ve opened an office in the US and appointed a country manager in Scandinavia, so there’s no reason why the UK can’t follow suit,” she adds.
Key to reaching this ambitious target is by segmenting the VIVA Cruises brand effectively in the UK through the support of agents across the country.
“Our product is perfectly placed to attract a younger demographic of river cruise-goer,” Daniels adds. “That freedom we offer with the flexibility of dining, a rich portfolio of city break destinations and our all-inclusive as standard policy is perfect for younger travellers.
“That’s not to say we’re shutting ourselves off to the traditional cruise traveller, because we’re absolutely not. We still offer what seasoned river cruisers know and love.”
To get this message across to British travellers, Daniels will utilise her connections with the travel trade, having previously held roles with A-ROSA River Cruises and Light Blue Travel.
We’ll be investing in fam trips and I’m hoping to get one in this year, but we will definitely host more next year.
“I’ve got to start with the basics and get the VIVA brand out there, encouraging the trade to work with us and educating them on how we differ to traditional cruise brands and where we fit amongst their databases,” Daniels says.
Information on VIVA Cruises is available on CLIA’s online training portal and Daniels is currently in the process of refreshing and relaunching the line’s dedicated travel agent educational programme.
In-person immersion will also form part of Daniels’ trade engagement strategy, with ship visits and fam trips set to play a key role in translating the VIVA brand to agents.
“I’ve been really delighted by the comments from the trade that I’ve received from those that have been on board and experienced it,” Daniels says. “We’ll be investing in fam trips and I’m hoping to get one in this year, but we will definitely host more next year.”
Daniels hints at the possibility of recruiting staff to support her ambitions for the UK market, but has no plans of expanding the VIVA UK workforce in the short term.
“For now, I’ve got to prove that the market works here,” she admits. “And that’s going to be very reliant on working with the trade. I would love to get to a point where I build a team and then further down the line, it would be lovely to open an office.”
Demand for the line’s Douro itineraries has been strong so far in 2025, with Danube and Rhine sailings on VIVA One, VIVA Two and VIVA ENJOY also proving popular.
“Pricing is really strong as well,” Daniels adds, explaining how the line employs a strong stance on not discounting its itineraries.
“We might offer booking incentives or added value, but one of the things we are very keen on is our no discount policy,” she explains. “Sales are very strong, but that’s not to say we don’t have pockets of availability, which is really encouraging.”
