In 2025, Riviera Travel has taken the North American luxury travel market by storm. Known for its ultra-premium river cruises, yacht experiences, and global land tours, the company has doubled its passenger numbers compared to 2024, surpassing all growth forecasts. This surge reflects a booming demand among American travelers for sophisticated, tailor-made travel experiences, combining seamless service with cultural exploration.
Riviera’s rapid ascent highlights a strategic rebrand, expanded U.S. presence, and innovative products designed specifically for North American guests.
Strategic Rebrand and Market Expansion
January 2025 marked a bold rebrand as Riviera River Cruises officially became Riviera Travel. This change unified its offerings — river cruises, yacht sailings, and land tours — under a single global identity.
The company also opened a flagship office in Fort Lauderdale, Florida, cementing its commitment to the U.S. market. The new hub improves access for East Coast travelers and allows Riviera to deliver more personalized services while strengthening partnerships with travel advisors across North America.
This strategic move signals that Riviera Travel is not just entering the U.S. market but establishing itself as a major player in luxury cruising and land-based experiences.
Scaling Up for a Growing Market
Riviera’s U.S. expansion is supported by a fivefold increase in its sales and operations teams. New regional managers and leadership roles have been added nationwide to better serve clients and industry partners.
To streamline the booking experience, Riviera unveiled an updated website and the Riviera Explorer platform. This digital tool empowers travel advisors with intuitive booking systems, training modules, and marketing resources, ensuring they can deliver exceptional service to clients while showcasing Riviera’s premium offerings.
Elevating the Travel Experience
As part of its 2025 updates, Riviera introduced new perks for North American guests. The most notable addition is a superior drinks package, available during lunch and from 6 p.m. to midnight, featuring fine wines, regional beers, and rotating signature cocktails. Looking ahead, the 2026 itineraries will include an all-inclusive drinks package, available daily from 10 a.m. until midnight.
Another significant enhancement is the introduction of bundled travel options. Guests can now book complete packages — including flights, transfers, and pre- or post-cruise stays — directly with Riviera. This convenient “one-stop” approach simplifies planning and creates a fully integrated luxury experience for travelers.
Introducing the Grand Tours Collection
Riviera Travel is preparing to launch the Grand Tours Collection in North America in 2026, a concept that combines its acclaimed river cruises with expertly curated multi-day land tours.
These extended itineraries are designed for travelers who seek deeper cultural immersion. Guests will explore iconic riverside cities, scenic landscapes, and historic landmarks while enjoying Riviera’s signature hospitality and upscale service. The company anticipates that the Grand Tours Collection will resonate strongly with American travelers seeking longer, more enriching journeys.
Strengthening Partnerships with Travel Advisors
One of Riviera Travel’s key strengths is its commitment to travel advisors. Through initiatives like the Riviera Explorer platform, advisors receive access to specialized tools, marketing materials, and product training.
To encourage engagement, Riviera is offering 20 familiarization trip (FAM) spots to U.S. travel advisors who complete the Riviera Explorer training by September 30, 2025. These trips allow advisors to experience Riviera products firsthand, ensuring they can provide more personalized recommendations to their clients.
Looking Toward the Future
The momentum of 2025 is just the beginning for Riviera Travel. With an ambitious growth strategy in motion, the company is already planning its 2027 program, which promises new itineraries, innovative products, and upgraded onboard amenities.
The company’s leadership has expressed confidence in the brand’s trajectory. According to North American President Stuart Milan, the record-breaking year is the result of a dedicated team and innovative vision, enabling Riviera to exceed 2024’s passenger projections within the first seven months of 2025.
Why North America Loves Riviera
Travelers in the U.S. and Canada are drawn to Riviera Travel for its ability to blend luxury, culture, and value. From European river cruises along the Rhine, Danube, and Seine to intimate yacht voyages in the Mediterranean and Adriatic, Riviera provides curated experiences that appeal to both seasoned explorers and first-time luxury travelers.
Guests appreciate the brand’s focus on personalized service, smaller ship sizes, and immersive itineraries that highlight local cuisine, history, and culture — all delivered with Riviera’s signature attention to detail.
A Bright Horizon for Riviera Travel
With record-breaking growth, expanded infrastructure, and innovative products, Riviera Travel is positioned to remain a dominant force in the luxury cruise and tour market. Its focus on adaptability, customer experience, and strategic partnerships ensures that the company will continue to thrive in North America and beyond.
As the travel industry evolves, Riviera Travel’s commitment to innovation, comfort, and cultural enrichment guarantees that its guests will enjoy unforgettable journeys for years to come.
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