While sailing on Viva Cruises for the first time, I had the chance to sit down with Andrea Kruse, the river cruise line’s co-founder and effervescent CEO.
We discussed the brand’s history, its differentiators and what’s on the horizon for the Viva fleet. Here’s what travel advisors should know.
How was the Viva Cruises brand started, and where does it fit into the cruise market today?
Viva was founded by our owner, Scylla, and myself, in 2018. That first year was [all about] organizing and setting up, but there was no sailing. We started with the first cruises, then we had the COVID-19 [pandemic], as we all know. After that, we really picked up and grew.
When we founded Viva, the intention was to create an international cruise line. Today, our international audience [is strong], especially across Europe and within the U.S. market. Compared to most competitors, we truly have an international audience; we don't have a “core market.” It’s so much more relaxing in a way, advertising the product [to many markets].
It is also very important for partners and guests [to know] that we don’t do discounted rates. After seven years, we now have an audience that is returning, and they know that whether they book a year [out], one and a half years [out] or even just three months prior to departure, it’s the same price for every guest.
As an in-house brand, how does Viva differ from Scylla’s charters with Riviera Travel or Tauck?
Our main intention was to not steal guests, because why [would we do] that? That is total nonsense.
I think we have a totally different product. Tauck is high-end, and Riviera is focusing on the U.K. market and some U.S. guests. Our concept [was] to have everything included. Wherever you dine, whenever you dine, it's all included. We focus on local and seasonal cuisine — more like farm-to-table — and on having the right wine pairing (per the recommendation of the chef). That is all about the guest experience.
Looking at the cabins, tea- [and] coffee-making facilities [are included, as are daily-refilled] mini bars, sustainable water bottles and water stations, three coffee machines across the ship, [all bar beverages, internet access, gratuities] and, in every port, you have an excursion included.
According to Kruse, Viva Cruises attracts an international audience, with particularly strong interest from the U.S. and European markets.
Credit: 2025 Viva CruisesAnother key factor that I'm personally very proud of is that we attract a younger audience. Our average age is around 60.8. Looking at competitors, they’re generally around 68 [to] 70.
We have also implemented cruising 11 and a half months [out of a year] — no one [else] cruises that long. We have shorter itineraries for first-time cruisers, too.
What can you tell us about Viva Boutique, the future of the Viva Cruises brand and its fleet?
Viva Boutique is a brand within the brand. It’s more exclusive and launched last year in September.
Viva Beyond, our ship coming next year in May, will be positioned on the Seine River. Fifty percent of cabins will be suites, and only 112 guests [will be on board].
We will also have three restaurants, because cuisine plays a major role. But even there, [we take it] a step more, checking out chefs in France, so we can maybe get them on board.
Will Viva Beyond be the model for future ships?
Yes. She will have [a sister ship] in 2027, and she will sail on a river we don’t cover yet.
