Last updated: 7:00 PM ET, Thu May 14, 2026
Something has shifted in the way people talk about their best trips. Ask a well-traveled friend what made a journey unforgettable, and they rarely mention the thread count or the ship’s tonnage. What they remember is the morning they slept in and found a local bakery. The bike ride through the vineyards. The afternoon they spent in a wine cellar speaking with a local Vitner – and how it made them feel.
Luxury, for today’s traveler, has become deeply personal. And river cruising is catching up.
Guests enjoying an Avalon river cruise. (Photo Credit: Globus family of brands)
The Brand That Built Choice Before It Was Trending
Avalon Waterways has been quietly ahead of this for years. While others were scaling up, Avalon was building something more considered: a model where the guest is genuinely in charge. Through Avalon Choice Excursions, guests select how they want to experience each destination – with plenty of room to wander independently when curiosity takes over.
And it turns out that’s exactly what travelers want. In Avalon’s recent Wish List Survey of nearly 10,000 cruisers, 99% said a variety of shore excursions matters when choosing a river cruise. Avalon’s response? As many as 28 included excursion choices on select Active & Discovery sailings – enough variety that no two guests need to have the same day.
Every included excursion on Avalon’s itineraries falls into one of three experiences, each designed for a different kind of guest:
- Classic – The must-sees, brought to life by local experts who know how to make history feel immediate.
- Active – For those who’d rather move through a place than observe it. Think cycling vineyard roads and paddling quiet waterways.
- Discovery – Deeper cultural immersion like culinary traditions, local artisans and the stories that don’t make the guidebooks.
Why Smaller Ships Change Everything
“Today’s definition of luxury is simple: relevance,” said Pam Hoffee, president of Avalon Waterways. “Travel feels more meaningful when it reflects who you are. And for Avalon, choice is part of our foundation. It’s not an add-on feature.”
That foundation shows up everywhere. Avalon’s Suite Ships carry around 150 guests by design. More space on board. Warmer, more intuitive service. And ashore, when guests choose different experiences, they naturally spread out – smaller groups, easier conversations, the sense that you’re actually in a place rather than moving through it on a schedule set by someone else.
Rhone wine tasting with Avalon Waterways (Photo Credit: Globus family of brands)
Freedom That Goes Beyond the Itinerary
Complimentary bikes and e-bikes are ready when the mood strikes with Avalon. Adventure Hosts are on hand for whenever inspiration leads somewhere the itinerary doesn’t. And for those who simply want to linger over an espresso in a riverside square while the rest of the group heads to the museum – that’s not only allowed, it’s encouraged.
For travelers who’ve grown tired of trips that feel big or boxed in, Avalon offers something genuinely different: a journey that shapes itself around you, with enough structure to feel effortless and enough freedom to feel like yours.
Freedom, as it turns out, is the luxury guests crave – and always have.
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