Riviera Travel is gearing up to launch its “biggest-ever” wave season campaign as it looks to grow its trade river cruise sales by 30-35% year-on-year.

The brand’s head of trade UK and Ireland Tom Morgan reported that between January and November 2023, river sales were up by 134% compared to the same period in 2022.

“We have been getting out there and really pushing river cruising,” Morgan said. “From an agent point of view, it is a great time of year to be selling river cruise. Agents usually report a slowdown in business this time of year, but our bookings have not slowed at all.”

Riviera, which took home four accolades at this year’s Wave Awards on Monday (13 November), will invest more money in co-marketing solutions with agents ahead of the wave season to further capitalise on this growth.

The company will also roll out its “biggest ever” trade prize incentive programme early next year, with more details to follow.

“We are very optimistic a 30-35% increase in river business through the trade is doable,” Morgan added. “River cruise is still a fast growing sector of the market, and a lot of customers out there want to try river as ocean isn’t for them.”

Riviera Travel launches 2025 itineraries

It comes as Riviera launches its European river cruise programme for 2025, with prices held at 2024 rates. A total of 16 itineraries are now available to book.

More than 260 departures will be on offer, sailing from March to November, including 15 dedicated to solo travellers and 32 new themed itineraries.

An eight-day The Blue Danube sailing featuring seven tours and visits including guided tours of Vienna, Salzburg or Linz, Dürnstein, Budapest and Bratislava; and visits to Esztergom Basilica and Melk Abbey, comes in at £1599pp.

Riviera Travel head of product Will Sarson said: “Our 2025 programme of river cruises will allow guests to effortlessly sail along some of Europe’s most incredible waterways. The hand-crafted itineraries are perfect for anyone looking to explore at a relaxing pace.”