Unlocking the Potential of River Cruises

Travel advisors who have yet to embrace river cruising are missing out on a lucrative and expanding market. Once considered a niche product, river cruising has firmly established itself in the North American travel landscape, with nearly nine out of ten advisors now offering these experiences to their clients.

River cruises appeal to travelers seeking deeper destination immersion. Unlike ocean cruises, river cruises take guests through iconic regions and city centers rather than simply stopping at ports. This unique appeal is driving demand among travelers looking for convenient, culturally enriching experiences.

According to the newly released River Cruise Outlook for 2025, the potential for advisors is clear: river cruising offers an opportunity to sell higher-priced, premium vacations. Six out of ten advisors report that their river cruise clients spend more than other travelers, with average per-person, per-day spending rising from $796 in 2023 to $931 this year.

As river cruising continues to gain momentum, this Outlook provides critical insights into the market’s future, including client preferences, spending trends, and selling strategies. Travel advisors are encouraged to explore these findings, whether they’re seasoned river cruise sellers or looking to enter this growing segment for the first time.

The full report is available here.