Riviera Travel has unveiled ambitious plans to double its trade revenue by 2027, marking a significant shift in strategy.
- Stuart Milan, the company’s trading director, highlighted the potential for reaching over £100 million in revenue within two years.
- The firm has reported a stark increase in trade sales, which have surged by 50% this year, attributing success to enhanced agent engagement.
- Key growth drivers include a focus on solo travellers and the expansion of themed cruises to appeal to evolving consumer preferences.
- Riviera Travel’s commitment to education and new initiatives aims to solidify its position in the river cruising and touring markets.
Riviera Travel, a prominent tour operator and river cruise line, has strategically set its sights on doubling its trade revenue by 2027. Stuart Milan, the trading director, confidently projected that trade revenue could surpass £100 million in just two years. This optimism is founded on the company’s remarkable performance in 2024, where trade accounted for 27% of the overall business, a notable increase from 15% in 2019.
Earlier in the year, Riviera Travel’s trade sales during the wave period witnessed an impressive 50% uptick from the previous year. This growth has been largely attributed to the company’s proactive engagement with agents and a resolute focus on strengthening its trade team. Additionally, Riviera Travel has ambitiously pledged to double its passenger count to 200,000 annually by 2030, reflecting its forward-thinking approach.
The trade sector has emerged as the fastest growing segment, largely due to Riviera’s restructuring efforts. New roles like the national sales manager for retail and online travel agencies (OTAs) have been introduced to capitalise on untapped markets, notably homeworkers. Milan emphasised that homeworkers represent a significant opportunity and described them as “a still relatively untapped source of bookings.”
River cruising has notably catalysed revenue growth, with a striking 25% increase in 2024. This surge is expected to continue well into 2025 and 2026, with a 40% rise in river cruise passengers and pre-registrations. Milan remarked on the necessity of an extensive educational initiative to enhance trade understanding of river cruising, with plans for various engagement strategies, including incentives and advanced training.
Riviera Travel has launched an e-learning platform, Riviera Explora, offering agents comprehensive training on the brand’s diverse itineraries across river, ocean cruise, and escorted tours. Completion of these modules not only certifies participants as Riviera Experts but also offers them a chance to win exclusive familiarity trips.
The rise in solo travel has been conspicuous, with 31 solo-only cruises planned for 2026, a marked increase from six in 2023. This trend reflects a broader shift as travellers, including the 55-plus demographic, increasingly opt for independent exploration. The rise of themed cruises, focusing on specific interests such as history, parallels this trend and illustrates a changing mindset among river cruise enthusiasts.
While Europe remains a core focus, Riviera Travel is expanding its capacity to other regions like the Mekong and Nile, driven by an adventurous spirit among travellers. This expansion is accompanied by the introduction of new ships and additional cruise itineraries, underscoring the company’s confidence in the growth potential of its offerings.
Riviera Travel’s robust strategic initiatives and expansion plans underscore its commitment to becoming a leader in the evolving travel industry.
