Takeaways from ASTA's First River Cruise Week

The American Society of Travel Advisors (ASTA) recently held its very first River Cruise Week, and I attended the virtual event to get the full scoop. Presentations and Q&A panels featured Amadeus River Cruises, AmaWaterways, Avalon Waterways, Riverside Luxury Cruises, Riviera River Cruises, Van Loon Cruises and Viking.

Zane Kerby, president and CEO of ASTA, kicked off the conference with the reveal that 70% of ASTA members are currently reporting higher cruise sales, and 80% are benefiting from higher river cruise sales, specifically.

ASTA marketing manager Jason Boeckman shared several strategies for travel advisors to best leverage social media, including clear calls to action, a link back to themselves and relevant websites, incorporating their branding and logo and even exploring AI for content creation. But more than anything else, he emphasized: “It is all about video.”

A panel of cruise line executives also discussed various aspects of river cruising that agents should be aware of, including the fact that the same people who take land vacations and ocean cruises also partake in river cruises — and what they all have in common is a sense of like-mindedness. Of course, the panel also touched on what’s unique to river cruising, such as the ability to travel through countries, not just to them, as well as seasickness not being an issue.

Additionally, a growing trend in river cruising is the demographic of a more youthful set of river cruisers; this is thanks in large part to brands’ dedication to serving families and multiple generations. 

Lastly, a director of business development for Viking shared that less than 1% of river cruises are significantly affected annually by any sort of mainstream media-reported water level challenges.

Avalon Waterways

Avalon Waterways president Pam Hoffee was the first to present during the virtual event. The executive, who has been with the Globus family of brands for more than 20 years, showcased Avalon’s portfolio of 90 cruises on 11 waterways across 23 countries (including the Nile and Mekong rivers and even the Galapagos Islands via charter). New for 2025 will be Bordeaux region sailings onboard Avalon Artistry II.

The brand surveyed its travelers and found that France is at the top of their wish lists, so Hoffee promises these new sailings will offer “unique and fantastic” itineraries that go far beyond wine, with extra options such as oyster tastings.

In 2024, the brand added the Douro to its sailed regions, and the riverboat there is essentially sold out for next year already, now booking into 2026.

"Portugal is so hot right now,” Hoffee said, noting that longer voyages and combination cruises are, as well.

Van Loon Cruises

Van Loon Cruises is a newcomer to river cruising — The Gentleman set sail this year — but the Netherlands-based, family-owned shipping company dates back to 1987. Sales director and co-owner Jasmijn Van Loon indicated the cruise line was established in 2021, when the family wanted to try something different.

And The Gentleman, which sails along the Danube, “reflects our different way of doing things,” she said during River Week, adding that it sports a modern yacht look and feel and delivers pure luxury, with facilities extending to a bonus stern lounge, fitness center and relaxing massage room. The vessel was even designed in-house by her and her mother in addition to a dedicated architect.

In 2025, the brand will begin focusing on North American travelers, and in March 2026, a second ship — The Nobleman, featuring an even bigger gym and added sauna — will navigate the Rhine.

Riverside Luxury Cruises

Also touting luxury river cruising and picking up where Crystal River Cruises left off is Riverside Luxury Cruises, which purchased the defunct line’s entire fleet (currently operating three and temporarily leasing the remaining two). 

"We’re the new kid on the block, but we’re trying to shake things up,” said Jennifer Halboth, CEO for the Americas for Riverside, noting that this will be done by targeting a younger demographic in their mid-40s to late 50s.

The brand is aiming to depart from stuffy luxury, instead offering approachable luxury that is also a fun experience.

Riverside claims to have the largest average suite size on rivers, along with butlers and king beds for every cabin, 24-hour room service, a la minute gourmet cuisine, a popup sundeck bar, specialty dining and shorter customizable itineraries with four levels of personalized pricing.

Amadeus River Cruises

Another brand less well-known in the North American market but making increased inroads is Amadeus River Cruises. Marcus Leskovar, the company’s executive vice president, calls the company a “five-star luxury brand at a great value.”

Pricing includes port charges, taxes, all fees and gratuities; everything is included in the cruise price save for unbundled shore excursions. This frees up added costs for travelers who don’t want to head out on every bus tour or have already been to a destination before. It also gives more flexibility to special interest groups, which are a significant target market for the brand, according to Victoria Singleton, director of marketing for Amadeus.

Amadeus Amara is slated to launch next year.

Viking

“The name Viking has become synonymous with river cruising,” said Sandra Marshall, senior director of field sales for the brand. 

It’s easy to see why, given everything Viking purposefully omits: no children under 18, no casinos, no nickel-and-diming, no formal nights and no umbrella drinks.

What it does distinctly offer is “one Viking,” according to Marshall, particularly across river, ocean and expedition cruising — making for an ideal cross-selling opportunity. Viking’s target demographic remains English speakers ages 55 and over who are curious, active and affluent and have more time and disposable income on their hands — a growing segment, Marshall pointed out.

AmaWaterways

AmaWaterways is tapping into “the river cruise era” since the market is the fastest growing travel experience, according to Diane Horan, the line’s director of strategic partner networks.

That means showcasing the brand’s power of personalization, variety of shore excursions and “unstructured environment,” she said, indicating that clients can easily change their minds once onboard should they choose to. Combining health-conscious dining and immersive travel, the line is also extending sailing seasons and voyages therein for those "taking their time to stop and smell the roses,” Horan added.

She also emphasized the line’s upcoming Magdalena River sailings in Colombia.

Riviera River Cruises

“We’re not a household name, but we have the best solo departures in the industry,” said Marilyn Conroy, executive vice president of sales and marketing for North America at Riviera River Cruises. 

Single traveler-exclusive sailings with zero supplements are high among the brand's selling points, along with a guarantee that if clients are not immediately happy with their cruise, they’ll receive a full refund — but Riviera has never had to do that in North America, Conroy said.

The brand is expanding with the new Radiance in 2025, followed by Resplendence in 2026 — both with just 178-guest capacity and larger cabins. These ships will also feature the line’s largest-ever suites and a split-level lounge and restaurant configuration.

The line will additionally further enhance its itineraries to be more immersive in the destinations it visits.