Riviera Travel, long-renowned for luxury river cruises, yachts, and land vacations, has achieved an impressive milestone in North America during 2025. Following a comprehensive rebrand, the company has more than doubled its North American passenger volume versus 2024, showcasing a dynamic surge in demand. This year-long growth reflects a flourishing appetite for upscale travel experiences, strengthened by strategic U.S. expansion and bespoke new offerings.
1. Rebrand and East Coast Expansion
In January 2025, Riviera rebranded its global operations—combining river cruises, yachting, and land tours under the unified Riviera Travel name. This refreshed identity repositions the company with a modern and streamlined image.
As part of its U.S. launch, Riviera opened a flagship office in Fort Lauderdale, Florida, becoming the first luxury river cruise operator with a physical East Coast base in the Americas. This strategic presence supports regional operations and strengthens connections with travel advisors and customers.
2. Boosted Presence and Technology Tools
Riviera reinforced its U.S. reach with a 500% increase in its domestic sales team, hiring regional leaders and expanding support infrastructure to capitalize on growing demand.
The digital experience also got an upgrade—Riviera modernized its website for North American users and launched Riviera Explorer, an advisor portal featuring training, marketing materials, and booking tools. Travel professionals completing the program by September 30, 2025 are eligible for one of 20 famil (FAM) trip spots, deepening product knowledge and client experiences.
3. Enhanced Onboard Experience
This year, Riviera introduced a new “superior” drinks package, available during lunch and evening hours (6 p.m.–midnight), featuring local wines, beers, and rotating cocktail selections. Looking ahead, an all-inclusive beverage package covering 10 a.m.–midnight will roll out in 2026.
Guests in North America can now book complete packages that combine river cruise, air travel, transfers, and pre- or post-cruise stays—all via one platform. This inclusive model simplifies planning for both travelers and advisors.
4. Launch of the Grand Tours Collection
Responding to growing demand for immersive, extended travel, Riviera will debut its Grand Tours Collection in North America in 2026. These extended provenances blend river cruising and curated land tours, offering richly layered, multi-day experiences. The collection aims to redefine luxury expedition-style travel for U.S. audiences.
5. Driving Success and Looking Ahead
Stuart Milan, Riviera’s North America President, credits the brand’s rapid growth to strong travel advisor partnerships, compelling offerings, and a motivated team. Surpassing 2024 passenger numbers in just seven months underscores the company’s momentum. Riviera plans to sustain momentum with product innovation, with a new 2027 program in development.
Summary Table
| Focus Area | Highlight |
|---|---|
| Brand Unification | Rebrand merged river, yacht, and land offerings under Riviera Travel |
| US Infrastructure | Fort Lauderdale HQ and 500% increase in staff empowering East Coast operations |
| Advisor Support | Riviera Explorer platform; FAM trips incentivize learning and promotion |
| Onboard Experience | Beverage upgrades and integrated all-inclusive packages for North American itineraries |
| New Offerings | Launch of Grand Tours Collection in 2026 to deliver premium, multi-day immersive journeys |
| Results | Passenger numbers more than doubled year-over-year; growth far exceeds expectations |
Riviera Travel’s breakout year in North America illustrates flourishing demand for luxurious, immersive travel. With elite offerings and unmatched convenience, the brand is poised to lead North America’s upscale travel resurgence.
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