Riviera Travel is on a determined path to double its trade revenue by 2027. The UK-based tour operator and river cruise line has undertaken significant strategic initiatives to achieve this ambitious goal.
The company has seen a substantial increase in trade sales, driven by engagement with travel agents and a restructuring of its trade sales team. This growth trajectory is set to continue as Riviera Travel expands its offerings and market reach.
Restructuring Trade Sales Teams
Riviera Travel has strategically revamped its trade sales teams to enhance efficiency. The company introduced new roles such as national sales manager specifically for retail and online travel agencies (OTA), as well as for homeworkers. According to Stuart Milan, UK trading director, homeworkers present a “huge opportunity” and are still a relatively untapped source of bookings.
Milan believes that this restructuring is essential and remarked, “In my opinion, we’re only just at the tip of the iceberg. There’s a lot of work that we can do there to significantly grow that area of the business, whilst not losing focus on the retail and OTA aspect.”
Success in River Cruises
River cruises have been a significant contributor to Riviera Travel’s revenue growth, particularly in 2024. The revenue for this section has increased by 40% for departures in 2024 and 2025.
Looking towards 2025, the company anticipates a further 40% increase in river cruise passengers and revenue, with pre-registrations and early sales performing strongly. Milan highlighted the necessity for a massive educational effort aimed at the trade to familiarize them with river cruising and touring.
He emphasized, “There are various engagement mechanisms in place, especially around peaks, incentives, training, and a 2025 fam trip programme.”
Focus on Solo Travellers
The market for solo travellers has shown remarkable growth in 2024, as evidenced by Riviera Travel’s increase in solo-only cruises from six in 2023 to 31 planned for 2026.
Milan observed that many solo travellers were married individuals who chose to holiday with friends or as individual explorers. “The rise of individual travel with the younger demographics is up, but even now with our demographic of 55 plus they seem to be getting more comfortable with solo travel,” he said.
The preference for solo travel is expanding, especially among those aged 55 and over, fostered by the presence of tour managers or cruise directors.
Themed Cruises and Expansion
Riviera Travel is also investing in themed cruises, which have been increasingly popular. Themes like history cruises on the Douro are drawing more adventurous customers who seek to explore destinations beyond the typical.
This shift signifies a change in consumer mindset, focusing more on experience-rich travel. Milan noted, “Customers are getting more adventurous when it comes to river cruise and are happy to explore destinations further afield.”
The company is increasing its capacity on the Mekong and the Nile to accommodate this growing interest, although Europe remains the core part of its business.
Growth Strategies for the Future
Riviera Travel aims to maintain its momentum over the next few years. Milan expressed confidence in the company’s growth prospects, stating, “There’s plenty of scope for increased capacity on the rivers. Everyone talks about that as a potential pain point, but actually, I don’t believe it is.”
He emphasized that operationally, there are abundant opportunities and few barriers to growth. The company’s strategy involves continuing to expand without slowing down over the next two to three years.
Riviera Travel’s strategic initiatives and market-focused approach are paving the way for significant growth. With a strong emphasis on restructuring and targeting new market segments, the company is well-positioned to achieve its goal of doubling trade revenue by 2027.
As they continue to innovate and cater to the evolving preferences of today’s travellers, Riviera Travel’s future looks promising and robust.
