- This is the year we will see new ships from APT, AmaWaterways, Abercrombie & Kent and more.
- Lines like Avalon Waterways have introduced new itineraries in Europe.
- Australians are looking for more remote destinations.
As the river season gets underway, there are some big changes in the industry as the average age of passengers falls and the focus turns to new destinations and experiences.
There is a renaissance of the river cruise industry where over the next three years, we will see huge changes to what your experience might look like. New ships, more immersive itineraries, uncharted destinations and new operators will enter the market.
According to research compiled by Cruise & Travel’s River Cruise Collective, major operators are already seeing more bookings from younger travellers, plus an increased demand for active shore excursions and longer European itineraries.
These cruisers want more wellness, active activities, immersive food experiences, and educational tours.
Guests are also looking for new and undiscovered destinations, which has prompted cruise lines to search for more remote and intrepid rivers on which to sail.
The super Seine River
Emerald Cruises recently announced the expansion of its river fleet. Capitalising on the popularity of France, the sister brand of Scenic a new ship, purpose built for the Seine River in 2027.
It will be the first time the line will make an appearance of the Seine River, the ship will be custom-built for the elegant waterway.
“The Seine is a natural evolution for Emerald Cruises,” said Glen Moroney, Founder and Chairman, Scenic Group.
“It’s a river rich in romance, history, and culinary heritage – everything our guests love. We’re excited to bring the distinctive Emerald Cruises experience to France with this beautifully designed ship.”
Launching a collection of experiences from Paris to Normandy and beyond, Emerald Lumi will bring a modern take on French river cruising, seamlessly blending luxury, cultural immersion, and boutique charm.
Emerald Lumi will feature contemporary interiors, spacious suites, and a range of onboard amenities tailored to Emerald Cruises’ signature experience. Purpose-built for the region, the vessel will navigate the Seine, unlocking access to coveted ports such as Honfleur, Rouen, and other picturesque towns known for their art, history, and gastronomy.
Some of the inclusions of the voyage include:
- Round-trip sailings from Paris
- Overnights and extended stays in marquee ports for deeper immersion
- French-inspired cuisine, wine pairings, and locally curated excursions
Aussie, Aussie, Aussie
APT this year will be launching an all-Australian fleet, designed by Australians, for Australians. As the company approaches its 100th birthday celebration, the line will roll out two new ships – APT Solara and APT Ostara.
Chief marketing officer Jason Shugg is keen to emphasise that, despite all the flashy new hardware, the company’s laser-sharp focus on Australian luxury travellers will remain at APT’s heart.
“It’s about the Australian traveller and satisfying their requirements. These two amazing river ships were designed by an Australian architectural firm. We’ve got an Australian food consultant. So, we’re really trying to bring a sense of home and a sense of Australian luxury to the European rivers,” he says.
“And given the numbers, that’s resonating really strongly at the moment.”
“Today’s Australian travellers are looking for the perfect balance between immersive experiences and indulgent luxury. It’s not just about the destinations; it’s also about connecting with like-minded people and having meaningful moments,” says CEO David Cox.
“Our guests want a mix of adventure and relaxation. They seek opportunities to explore and indulge, whether it’s socialising in a group or enjoying private time. To meet these demands, we’ve invested heavily in our infrastructure, ensuring our accommodations and ships offer unparalleled comfort.”
The other thing about APT is that it is investing heavily in its local Murray River product.
“There are two parts to the opportunity,” says Shugg. “One is to have something like a Murray in between trips – not everyone is going to travel to Europe or North America every year. Having something like this a bit closer to home is one of the main motivations for the Murray selling so well.
“And the other opportunity is that as Australians get a bit older, they are less likely to fly, and they want something closer to home. So, this fills another gap.”
Luxe Amazon listing
Just as regular ocean cruisers turn to the rivers, so are luxury travellers, looking for more unique and bespoke experiences.
Abercrombie & Kent, the luxury tour operator and owner of ultra-luxury cruise company Crystal, will launch its first river ship on the Amazon River, Pure Amazon.
A&K Travel Group CEO Cristina Levis says, “This venture embodies our unwavering commitment to delivering experiences that are not only luxurious but also deeply enriching and sustainable.”
Described as a floating boutique hotel, the new riverboat features just 10 exclusively designed double cabins and two single cabins. The cabins are built with local materials and artistry, promising expansive views through their floor-to-ceiling windows. The guest-to-staff ratio is 1:1, including an onboard cruise director.
With a history of expedition travel at the helm, A&K’s itineraries for the new Peruvian riverboat will range from three to four nights with experiences that delve into the rich cultures of the Amazon. Passengers will explore the backwaters of Pacaya-Samiria National Reserve, which are filled with wildlife and indigenous communities. The region is home to pink river dolphins, as well as the three-toed sloths, and is known as a bird-lovers’ paradise.
Guests can opt to combine the river cruise with an immersive seven-night itinerary, including the Maranon and Ucayali rivers, with journeys starting and ending in the port town of Nauta.
Activities on offer are on the adventurous side also, with fishing, jungle walks, kayaking and canoeing, stargazing by night, and breakfasts aboard the skiffs.
The cuisine on board is also designed to embrace the Amazonian heritage, with the riverboat’s restaurant serving dishes that embrace local dishes and produce. The restaurant itself is designed to let the Amazon in, with views to match.
Go remote
AmaWaterways will this year be the first major river cruise line to sail on Colombia’s Magdalena River. The specially designed AmaMagdalena was due to start sailing in just a few months.
The launch of her sister ship, AmaMelodia, is also slated later this year. Both ships are currently under construction, and the cruise line is finalising the essential infrastructure for its new destination. But like the launch of any new destination, there will also be a few hurdles. The company has been working with local communities to develop the region along the river. There are nine special excursion tenders that will allow guests to explore the biodiverse areas. Local guides will lead these excursions.
“This is the first time a major river cruise line is offering a journey of this nature on the Magdalena River. We’ve encountered challenges that are simply part of being pioneers,” says co-founder and president Rudi Schreiner.
He adds, “Opening a new river to the world is not easy, but it’s exactly these bold steps that allow us to offer our guests new experiences.”
Kristin Karst, co-founder and executive vice president of AmaWaterways, says, “Until now, exploring the Magdalena River region in comfort and ease was complicated, if not impossible. Our river cruises are changing that, offering the seamless experience AmaWaterways is known for, while also providing exclusive access to culturally significant and often inaccessible destinations.”
The new kids on the block
The influx of younger guests and multi-generational families to river cruising has encouraged Celebrity Cruises, which is well known for its premium ocean ships, to announce its entry into the market. Leveraging the award-winning design of its Edge-class ships, the company has 10 river ships planned, and they will be based on the sleek and modern design of its ocean-going vessels.
But will this work? Royal Caribbean Group, Celebrity’s parent brand, thinks so. Across the company’s three brands – Silversea, Celebrity and Royal Caribbean – executives have revealed that half of their 7.5 million guests intend to take a river cruise or already have.
“We know they will enjoy Celebrity’s elevated offering on the river,” says Royal Caribbean’s president, Jason Liberty.
Celebrity officials promise that the new river ships will feature the premium elements of its Edge-class vessels. They will carry 180 passengers and inherit the “elevated design and sophistication of the Edge Series ocean ships”. The company has also indicated it intends to build the largest river ships in the market.
Two ships are slated for launch in 2027; the next two will follow in 2028 and 2029. The vessels will be constructed by the Netherlands-based TeamCo, and Celebrity has its eye set on launching the ships on the Danube between Amsterdam to Budapest.
Laura Hodges Bethgel, president of the line, says, “I am beyond thrilled to share a groundbreaking milestone for Celebrity Cruises as we sail into a bold, new venture: Celebrity River Cruises!
“We redefined travel on the ocean and now we’re ready to bring our signature, elevated vacations to the world’s most iconic rivers.”
