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appeared in the April issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
Travel advisors looking to bolster their river cruise business will arguably find plenty of options to do just that, thanks to the segment’s continuing evolution. Over the past several decades, lines have debuted new ships, unique itineraries, immersive excursions and one-of-a-kind onboard activities – all of which are key to luring repeat cruisers back into the fold while also attracting new generations of travelers.
“This evolution has completely changed the way we work with our river cruising clients,” said Lisa Fitzgerald, CTIE, and founder of River Cruise Matchmaker. “There are so many brands now offering so many different things that the winning formula for me is to be an expert with all the brands and then match my client’s personality and travel style with the brand.”
Tauck's Andorinha river vessel. (Source: Tauck)
Sales Tips to Boost Business
“My best advice for advisors looking to increase their river cruise business is simple: Become an expert on all the top brands and build authentic relationships with your brand partners,” Fitzgerald said. “You need to speak about river cruising with the same passion and enthusiasm as reading your favorite romance novel out loud – because when you’re in love with it, your clients will feel that energy.”
While specializing in river cruising may initially feel daunting, she noted that the rewards are well worth the effort. “Success comes not from choosing a brand, but from matching your client’s personality and travel style with the perfect river cruise experience.”
Partnering With Suppliers
“There are many river cruise companies and I would tell travel advisors to become a specialist with the top three or four that suit your client base the best,” said Jan Kief, owner of an independent Cruise Planners franchise. “Really get to know the offerings of those lines and take their courses.”
“The most important thing an advisor can do is to take a river cruise,” said Amy Madson, owner Dream Vacations – Madson & Associates. “Nothing gives you a better understanding of the experience, and most river cruise lines have travel agent rates or fam opportunities Other options are to attend industry events such as ASTA’s River Cruise Expo, where you are exposed to several different river cruise suppliers and their ships.”
Viking Hathor and the Viking Sobek at Viking’s premier docking location at the Karnak Temple in Luxor, Egypt.
Outlook for 2025
Two of three advisors interviewed for this story are predicting a stellar year for river cruise sales, with the third expecting a downturn in business.
“Our river cruise business has doubled over last year and continues to grow,” said Cruise Planners’ Jan Kief.
“2024 was a great year, and 2025 is already shaping up to be phenomenal for Fitzgerald Travel,” said Lisa Fitzgerald. “I am thrilled to say that we are already exceeding our river cruise sales expectations, which proves that river cruisers are still completely in love with this travel style. The demand hasn’t diminished in the slightest!”
For Dream Vacations’ Amy Madson, river cruise departures are down compared to 2024 departures. “Many of our river cruise clients are moving to small ship, luxury lines to experience different destinations not reachable via river,” she said. “We’ve been actively selling rivers for 15 years, so many of our long-term clients have sailed most of the rivers.”
Changing Demographics
“The demographics of river cruise guests have shifted significantly in recent years,” Fitzgerald said. “While my loyal repeat travelers remain strong, I’m seeing a noticeable rise in younger travelers and multigenerational families, especially during celebration seasons. “
Madson noted that her river cruise clientele is also “skewing younger in the past five years because we are intentionally selling to a younger audience.”
“Our approach is that river cruising is a great vacation for those who are still working or may have limited vacation time as many of the itineraries are seven days,” she added. “The average age of our river cruise clientele is in the 50s-60s versus the 60s-70s five to 10 years ago.”
All things considered, it appears momentum for river cruising will continue to grow. “The river cruise industry has added many more destinations and exotic destinations and more rivers than before,” Kief said. “River cruises are fantastic.”
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