Abercrombie and Kent’s head of trade sales UK Bryony Boulter on how the evolving river cruise sector is the perfect fit for discerning travellers in 2026

Why is river becoming a popular choice amongst luxury travellers?

River cruising has evolved beyond traditional expectations – today’s luxury travellers want intimate, immersive and authentic journeys, and rivers deliver that like no other mode of travel. Unlike ocean cruises, rivers thread directly through the heart of cultures and landscapes, bringing experiences to life with unmatched proximity. River sailings allow for breadth of activity and changing scenery whilst also providing seamless logistics and a more restful pace.

How can agents make the most of this exciting opportunity?

Agents can maximise this opportunity by leaning into storytelling and confidence. Our itineraries are crafted to convert; they are detailed, inspirational and easy to tailor, which makes them ideal for high-value conversations with clients. We would encourage agents to reach out to their premium client database, use our marketing assets to spark demand, and join our webinars and training sessions to deepen product knowledge.

What’s on the horizon for A&K in 2026?

This year we’re launching a brand-new vessel, Nile Seray, which represents A&K Sanctuary’s most ambitious Egyptian project to date and arrives at a pivotal moment for the company and the destination. Designed to host 64 guests across 32 elegant suites, the vessel blends contemporary sophistication with authentic Egyptian craftsmanship. Guests can expect immersive, expertly guided journeys between Luxor and Aswan, complemented by refined dining, a sun deck pool and personalised service. As demand for culturally rich, intimate experiences continues to rise, Nile Seray sets a new benchmark for boutique river cruising in one of the world’s most captivating destinations. We can’t wait to welcome the stunning vessel to our fleet.

What advice do you have for agents looking to boost their river sales?

Clients who’ve done the big ocean cruises can often be looking for something more immersive. That’s where river comes in. When you introduce experiences like Pure Amazon, an A&K Sanctuary or the forthcoming Nile Seray, you’re not just selling a cruise, you’re offering access to iconic destinations in an intimate and curated way. So, my advice would be to look at your database, identify your culturally interested clients and call them personally. When positioned as an elevated, insider way to experience a destination, it becomes a very compelling proposition.