Riviera Travel, a renowned luxury operator of river cruises, yachts, and land tours, is experiencing exceptional growth in North America. In just seven months following its rebrand in January 2025, the company has more than doubled its 2024 passenger count—surpassing 100% year-on-year growth.
1. Bold Rebrand Fuels Identity and Expansion
Earlier this year, Riviera Travel unified its operations under one streamlined brand, subsuming river, yacht, and land tour offerings. This alignment has strengthened the brand’s global identity and supported its North American launch efforts.
To further support its U.S. ambitions, Riviera opened a flagship office in Fort Lauderdale, Florida—making it the only luxury river cruise operator with a physical East Coast presence. This strategic hub elevates service delivery for travel advisors and travelers alike.
2. Big Boost in Team and Tools
Riviera has ramped up its North American operations with a staggering 500% increase in field sales staff. The company has also reinforced leadership and sales teams across the region.
On the digital front, Riviera has revamped its website for U.S. visitors—offering a more intuitive user experience where customers and advisors can easily browse ships, reviews, and booking options.
On top of that, Riviera launched Riviera Explorer, a digital training platform designed for travel advisors. This platform includes six modules with video-driven content, quizzes, and marketing tools. Advisors who complete all modules by September 30 will be eligible for one of 20 FAM (familiarization) trip spots in 2026.
3. Elevated Guest Experience & New Offerings
Riviera Travel has enriched onboard amenities in 2025 with a new “superior drinks package” offering local wines, beers, and cocktails during lunch and evening hours. Starting in 2026, all-inclusive beverage packages covering 10 a.m. to midnight will be rolled out to enhance the cruising experience even further.
In response to growing traveler demand for immersive journeys, Riviera is introducing the Grand Tours Collection in 2026 for North American guests. These extended multi-day packages combine the elegance of river cruising with curated land tours in one seamless journey—promising deeper cultural connections and richer experiences.
4. The Force Behind the Growth
Stuart Milan (President, North America) attributes Riviera’s rapid expansion to strong partnerships with travel advisors, compelling new offerings, and the drive of a growing team. Achieving more passenger volume than all of 2024 within a seven-month window underscores the brand’s market momentum.
Summary Table
| Focus Area | Key Highlights |
|---|---|
| Growth | 100% YOY increase in passenger numbers |
| Rebrand & Identity | Unified brand from Jan 2025 renovation |
| Operations Hub | Fort Lauderdale flagship opened |
| Sales Expansion | 500% increase in sales team staffing |
| Advisor Tools | Riviera Explorer platform + FAM incentives |
| Digital UX | Redesigned user-friendly U.S. website |
| Onboard Upgrades | Enhanced drinks packages; all-inclusive starting 2026 |
| New Offerings | Grand Tours Collection launching 2026 |
Why This Matters
Riviera Travel’s rapid lift-off signals robust demand for premium travel options in North America. Its strategy—underpinned by localized infrastructure, tech-powered tools for advisors, and product innovation—is enabling the brand to exceed expectations across the board.
With the momentum behind its 2027 product unveiling, Riviera is poised to remain a major contender in the luxury travel landscape for years to come.
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