Riviera Travel is excited to announce that it will be hosting the first-ever dedicated marketing FAM trip, a new approach by the leading cruise and tour operator to showcase its product offering to key agent marketing partners.
*All details correct at time of publish (20 February 2026)
Traditionally designed for front-line travel agents, this bespoke FAM trip is created exclusively for travel agent marketing contacts who work closely with Riviera, giving them the opportunity to experience the brand’s river cruise product, destinations and onboard experience first-hand.
The initiative has been developed following feedback from agents at Riviera Travel’s biannual agent committee meeting, where trade partners come together to share insights on product development, marketing, training and incentives.
Feedback from these sessions play a key role in shaping Riviera’s enhancements for its dedicated trade partners, with the dedicated marketing FAM created in response to agent insight.
This new initiative supports Riviera Travel’s commitment to ensuring its marketing partners have a deep and knowledgeable understanding of the cruise product they offer.
The marketing FAM will travel on Riviera’s Amsterdam, Kinderdijk & the Dutch Bulbfields River Cruise in April, sailing onboard the elegant MS Emily Brontë.
Nine lucky marketing professionals will experience the itinerary, excursions and onboard service in full as a Riviera customer would, allowing them to capture authentic insight and inspiration to support future marketing activity.
Hosted by Roxy Glendon, Channels Marketing & PR Manager at Riviera Travel, the trip is designed to immerse attendees in the Riviera experience while strengthening collaboration between internal teams and marketing partners.
Roxy Glendon commented: “Launching the first dedicated marketing FAM trip in the industry is an exciting step for Riviera Travel.
“Our marketing partners are essential in how our holidays are sold through our trusted travel agent partners, and we believe it’s valuable for them to experience our product exactly as our guests do.
“By immersing our marketing professionals in the destination, the ship and the overall experience, we’re able to create even more authentic marketing that truly reflects Riviera Travel as a brand.”
Amanda Docherty, Head of Trade UK, added: “We’re thrilled to be able to organise a FAM trip solely for our marketing partners. Marketing plays a key role in trade bookings.
“We’d like to not only provide marketing professionals with first-hand experience of our product, but we also want to say thank you for all their hard work in bringing Riviera to life.”
Call Riviera Travel at 01283 901 068 or email agents@rivieratravel.co.uk to book.
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