Sponsored by Riviera Travel
Independent travel is booming, and with Riviera Travel’s global river cruise programme, agents have a compelling way to unlock this fast-growing market
Solo travel is no longer a niche. It’s one of the fastest-growing sectors in cruise, with more customers seeking itineraries that combine independence with the reassurance of travelling with like-minded people.
For travel agents, that represents a significant sales opportunity, and Riviera Travel is ensuring they have the correct product to meet demand.
Having built one of the UK’s strongest solo holiday programmes, Riviera Travel is taking its commitment a step further with the launch of MS George Eliot in 2027 – the world’s first fully dedicated solo river cruise ship.
The announcement has already struck a chord with both agents and customers. Following its launch, one of the first June 2027 departures has already sold out, while bookings across the season continue to gather momentum. The success reflects wider trends within Riviera Travel’s own business.
Solo bookings have increased by 34 per cent year on year, while bookings through travel agent partners have risen by 51 per cent. Even more encouraging for the trade, 72 per cent of MS George Eliot’s 2027 capacity has already been sold via agents.
"Since announcing the MS George Eliot as a fully solo-exclusive ship, we’ve seen consistently strong feedback from agents"
Unlike traditional river cruises that allocate a handful of single cabins for solos, MS George Eliot has been purpose built with independent guests in mind. Every traveller enjoys their own spacious double cabin as standard, with no single supplement on any departure.
The experience has also been designed to strike the right chord between personal freedom and social connection. Guests can take part in guided excursions led by Riviera Travel’s tour managers, before returning to an onboard environment created specifically for individuals.
Vicky Billing, director of trade, partnerships and loyalty UK and Ireland at Riviera Travel, says: “Since announcing the MS George Eliot as a fully solo-exclusive ship, we’ve seen consistently strong feedback from agents with clear demand from their customers looking for a dedicated solo experience on the rivers.
“With peak departures already selling quickly and a full season of sailings available, including shoulder season dates, this gives our agent partners a really strong opportunity to drive early bookings and offer something that genuinely stands out in the market.”
Another key selling point is Riviera Travel’s range of solo-exclusive departures. While many operators concentrate availability during peak months, Riviera Travel is the only operator offering a full season of dedicated solo sailings, including shoulder-season departures.
MS George Eliot will operate some of Riviera Travel’s most popular itineraries, with voyages along the Rhine, Moselle and Danube. This includes a five-day Spring in the Netherlands: Amsterdam & the Tulips River Cruise for Solo Travellers holiday, sailing return from Zaandam via Zaanse Schans and Huizen, Keukenhof and Enkhuizen and Amsterdam.
Guests will have the opportunity to join two culture-filled guided tours, including iconic Zaanse Schans and the Zuiderzee Museum in Enkhuizen, which recreates the 19th-century heritage of Hollands inland bay.
They will also be able to marvel at the spectacular Keukenhof, the world’s largest flower garden covering nearly 80 acres. With solo holiday options continuing to outperform much of the wider travel market, now is the perfect time for travel agents to start having conversations with their customers considering their next – or first – solo adventure.
