European river cruise line VIVA Cruises has signed an agreement with Gold Medal’s sister brand, Cruise Plus, which will allow UK travel agents to book itineraries through its contact centre

The UK trade will now be able to book one of the line’s Rhine, Danube or Seine itineraries for their clients in what the company says is a “significant milestone” for both firms.

Andrea Kruse, CEO of VIVA Cruises, said: “This collaboration with Cruise Plus marks an exciting chapter for VIVA Cruises. By integrating our itineraries into the Cruise Plus platform, [the line] is expanding its reach and providing travel agents with a new premium river cruise experience for their customers.”

The partnership was announced at the CLIA RiverView Conference, which took place in Amsterdam earlier this week, which saw  delegates experience its first new build ship, VIVA One.

During the conference, Ellen Bettridge, CEO of Uniworld Boutique River Cruises, told Cruise Trade News that she believes the river sector is in a good place to benefit from increasing demand in the luxury ocean market, with guest numbers predicted to almost double in 2024.

Cruise Plus ‘committed to enhancing travel agent experience’

Mark Henderson, head of specialist product at Cruise Plus, added: “Our commitment to enhancing the travel agent experience aligns perfectly with VIVA Cruises’ mission of delivering exceptional journeys to its guests.

“With this agreement, we are streamlining the booking process, allowing agents to focus on what they do best: creating unforgettable memories for travellers.”

The European river cruise line currently has eight ships in its fleet, each of which sail on Europe’s major waterways, with a new ship, VIVA Enjoy, launching at the end of the year. The line has also announced that it will offer a variety of Douro itineraries for the first time from May 2025.