Ultra-Premium River Cruise Line Attributes Growth to U.S. Market Push, Citing Strong Reception for Tailored Packages, New Products & Enhanced Onboard Offerings
Fort Lauderdale, Fla. – (August 21, 2025) – Riviera Travel, the leader in ultra-premium river cruise, ocean yachts, and land global travel for more than 40 years, is making waves in the U.S. market. Just seven months post-rebrand from Riviera River Cruises and in the midst of a major North American push, the company announced it has achieved over 100% YOY growth, more than doubling its full annual passenger count from 2024.
Riviera’s rebrand, introduced in January, unified the company’s river cruise business under one consistent global brand identity. In the months since, the company has doubled down on North America, opening a flagship U.S. office in Fort Lauderdale, expanding its sales team, deepening its commitment to the travel advisor community, introducing tailored packages and enhancing its onboard experience.
“We knew there would be an appetite for our offerings in North America and have been overjoyed to see just how right we were, realizing such incredible momentum since our relaunch,” said Stuart Milan, president of North America for Riviera Travel. “Surpassing all of last year’s passenger count in only seven months is a testament to the hard work of our expanding team, our strong partnerships with travel advisors, and the excitement our refreshed offerings is generating amongst travelers.”
So far in 2025, Riviera Travel has strengthened its North American presence by appointing key leadership roles and regional sales managers, expanding its full U.S. sales team by 500 percent. The company opened a flagship office in Fort Lauderdale earlier this year, becoming the only global river cruise line to have an East Coast headquarters. Additionally, Riviera introduced a newly designed website to enhance the customer experience and launched its new digital training platform for travel advisors, Riviera Explorer.
Updates to Riviera’s onboard experience announced this year include a new superior drinks package, available during lunch and from 6 p.m. to midnight, offering local wine, beer, and an evening cocktail of the day, as well as house spirits and mixers. The brand also launched an all-inclusive drinks package available daily from 10 a.m. to midnight on 2026 itineraries. In an effort to better serve its North American river cruise guests, Riviera is now a one-stop-shop for travel advisors and their clients, offering the ability to book all air, transfers, river cruises and pre-and post-cruise stays through the company. And, earlier this year, Riviera introduced its Grand Tours collection, created exclusively for the North American market. Launching in 2026, these itineraries will seamlessly combine the brand’s most beloved river cruises with its expertly crafted land tours, allowing guests the opportunity to enjoy extended journeys to iconic destinations.
“This is just the beginning for Riviera Travel,” said Milan. “We’re committed to innovation and passionate about creating a truly special, unforgettable experience for North American travelers.”
Riviera has a variety of exciting updates coming in the months ahead for both the travel advisor community and travelers themselves. To start, the brand will offer 20 familiarization (FAM) trip spots to U.S. travel advisors who complete the Riviera Explorer program by September 30, 2025. Its 2027 program is expected to be revealed soon, featuring new programs, products and more.
For information or to book a river cruise, call 754-296-5335 email info@rivieratravel.com, or visit RivieraTravel.com. Stay up-to-date on the latest news by following the company on Facebook Facebook.com/RivieraTravelUSA, Instagram @Rivieratravelusa, and LinkedIn.
About Riviera Travel
Riviera Travel is the UK’s largest river cruise and tour operator for more than 40 years, offering a diverse range of travel experiences on land, sea and the rivers. As an ultra-premium river cruise brand, Riviera Travel offers luxurious, memorable sailings aboard its fleet of 13 custom-designed ships, which sail along Europe’s most iconic waterways including the Danube, Douro, Rhine, Moselle, Main, Rhône, Seine, and the Dutch Waterways. The company is renowned for its exceptional cruise directors and local guides, immersive itineraries and elegant fleet of ships. Riviera Travel is a leader in the solo travel market with more dedicated solo traveler departures than any other river cruise brand, and is known for its strong partnerships with travel advisors, as well as its commitment to delivering superior service at outstanding value. The fleet’s ships offer a range of amenities, such as a panoramic observation lounge, five-star dining, a spa and wellness area, and a sun deck, creating a relaxed yet sophisticated atmosphere for travelers exploring Europe’s rivers and landscapes. Riviera Travel consistently earns high ratings for guest satisfaction and value, making it a top choice for discerning travelers seeking memorable river cruise adventures.