- Unprecedented Supply: More new river cruising ships are launching across more lines than at any other time in recent memory.
- Record Demand: Viking, Avalon, and others report double-digit growth in forward bookings. Celebrity is already seeing traction two years out.
- Innovation Boom: Hydraulic sky bars, Smithsonian partnerships, wellness centres, and destination-rich itineraries all push the envelope.
- Luxury Expansion: Uniworld and A&K are deepening the boutique end of the spectrum, while APT and Celebrity broaden appeal.
Jason Liberty, President and CEO Royal Caribbean, said Celebrity Cruises was facing an “avalanche of demand” for its river itineraries on September 23. They don’t even start sailing until 2027, and we haven’t seen the ten promised ships.
Viking’s recent announcement of results show the world’s biggest operator is 30 per cent sold out for next year.
Liberty says:
“We’re thrilled to announce our entry into the river cruise market. Our guests and travel partners should expect us to do what we do best—innovate and elevate the river cruise experience.”
Celebrity Cruises President Laura Hodges Bethge reinforced the promise:
“Celebrity River Cruises will bring the quality and sophistication of our Edge Series ocean ships to the most iconic rivers… We are thrilled to combine this with authentic, destination-rich itineraries.”
There is so much news from the rivers, including AmaWaterways venture in Columbia, Abercrombie and Kent’s in Peru, that 2026/27 is looking like a golden era.
APT: Australia’s Game-Changing New Builds
APT is dazzling with APT Solara and APT Ostara, ships offering six dining venues, a wellness centre, and a hydraulically-elevated 360° bar. These vessels reflect the company’s philosophy of “redefining the journey,” and position APT to capture a new generation of sophisticated travellers.
APT’s parent has also spun off Travelmarvel as a stand-alone brand, signalling an intent to dominate both premium and luxury markets simultaneously.
Viking: The Biggest Continues to expand
Viking continues to be the industry’s growth engine. With 17 new Longships coming online, including vessels for the Rhine, Main, Danube, Seine, and Douro, its footprint is expanding rapidly.
Financially, Viking’s river division reported US$1.02 billion in Q2 2025, up 8.5% year-on-year. Crucially, advance bookings for 2026 are up 13%, a testament to demand even before 2027’s new itineraries go on sale.
The numbers suggest that by 2026/27 Viking will be operating at unprecedented scale, setting benchmarks across Europe.
Uniworld: Boutique Luxury on a Bigger Stage
Uniworld Boutique River Cruises continues its transformation into an all-Super Ship fleet. The newly launched S.S. Elisabeth and the forthcoming S.S. Emilie are luxury personified, each offering pools, wellness zones, and refined interiors.
Following its acquisition by Apollo Capital, Uniworld announced last week plans for eight new ships in five years, representing a 40% increase in capacity. For a boutique brand, this is aggressive expansion—proof that luxury river cruising is in red-hot demand.
Avalon Waterways, AmaWaterways & Tauck: Demand Surge
- Avalon Waterways is riding record momentum, with 2026 bookings 17% ahead of 2024 and 7% ahead of 2025 at the same stage. Popular itineraries like the Romantic Rhine are selling out early, supported by aggressive fixed-price and air-credit offers.
- AmaWaterways is partnering with Smithsonian Journeys to deliver 33 enriched sailings in 2026, adding depth and culture to itineraries. Its expansion into Colombia’s Magdalena River is also broadening horizons.
- Tauck will launch MS Serene and MS Lumière in France, debuting an 11-day Bordeaux–Paris–Seine route alongside spa, pool, and wellness innovations.
Abercrombie & Kent
Abercrombie & Kent is raising the luxury stakes with Pure Amazon in Peru, while AmaWaterways’ move into South America further diversifies the global offering. These developments show that river cruising is no longer a Europe-only story—it’s becoming a truly worldwide market.
Why 2026/27 will be the best yet
The river cruise sector is enjoying nothing less than a renaissance. The innovation curve is steep, the demand trajectory is climbing, and the players are bolder than ever before.
If 2025 is strong and 2026 is better, 2026/27 together will be remembered as the finest years in river cruising—when the rivers belonged not just to the classics, but to a new generation of ships, experiences, and passengers.
