Riviera Travel experienced a significant increase in Douro River bookings following its feature on a prominent TV show.
- The cruise company appeared on Channel 5’s ‘Cruising with Susan Calman’, drawing widespread viewer attention.
- The first episode showcased the Douro Elegance, attracting nearly 900,000 live viewers, with over 1.1 million tuning in later.
- Aired episodes witnessed substantial engagement, propelling Douro as a top-booked destination on Riviera’s platform.
- Riviera is set to broaden its reach by hosting numerous agents and familiarisation tours in 2024.
Riviera Travel observed a remarkable 54% rise in reservations for the Douro River cruises after being featured on Channel 5’s ‘Cruising with Susan Calman’. This exposure proved to be immensely beneficial, capturing the interest of a large audience and showcasing the allure of the Douro region as a premier travel destination.
During the show, viewers watched as the Douro Elegance was explored, with the first episode alone drawing close to 900,000 live viewers. Over the following seven days, this number surged to over 1.1 million, as audiences tuned in via catch-up services, further boosting interest and engagement in the offerings presented.
The subsequent episode maintained the momentum, becoming the most-watched show on Channel 5 on its air date. Such popularity translated into tangible business results, with Riviera’s online bookings for Douro River cruises doubling post-broadcast.
Susan Calman’s journey along the Douro River highlighted several key destinations, including Porto, Mateus Palace, Salamanca, and Almeida. The episodes vividly illustrated the multifaceted experiences available, from fine dining to relaxing on the sun deck, thereby broadening the viewers’ perception of river cruising as a blend of exploration and relaxation.
Phil Hullah, CEO of Riviera Travel, expressed his delight at the viewership numbers: ‘River cruises are a wonderful holiday option, offering the perfect mix of relaxation and exploration.’ This sentiment was mirrored in the increased online traffic and heightened user interaction Riviera experienced during the show’s airing.
Looking towards the future, Riviera Travel has committed to expanding its engagement with industry professionals by organising familiarisation trips for 100 agents in 2024. This initiative aims to deepen the understanding of their offerings among agents, fostering closer industry relationships.
Riviera Travel’s exposure on national television has significantly amplified its market presence, leading to increased bookings and strategic industry initiatives.
