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Riviera Travel Reveals Future Plans & Targets

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Riviera Travel has marked its 40th anniversary with a special event in Paris where CEO Phil Hullah revealed plans, milestones and targets for the future.

These include:


  1. Investing in its river cruise fleet with the addition of two new ships in 2025, Riviera Radiance and Riviera Rose, which will set sail on the Danube and Douro.
  2. Introducing a raft of themed cruises for 2025. Voyages with a focus on gastronomy are currently the best-sellers.
  3. Operating its biggest ever solo-specific programme this year, with 162 exclusive departures available, up 20% year-on-year.
  4. Enhancing its profile in Ireland having relaunched its river cruise and escorted tour programmes there last year.
  5. Continuing to work towards the targets it has in place for its overarching ESG strategy, such as a 20% carbon reduction on a per customer, per night basis by 2028.
  6. Riviera’s operations are driven by the four key pillars of the strategy: reducing its carbon footprint, acting sustainably, working ethically and supporting its charity partner, Practical Action.

Milestones and Targets

  • Bookings revenue for 2024 is up 28% YoY, and for 2025 is up 61%.
  • April and May river cruises are 95% sold for this year, with no availability left on either the Douro or Dutch Bulbfields itineraries.
  • Adding and enhancing 2024 and 2025 European festive cruises in response to unprecedented demand.
  • Trade bookings share rose from 15% in 2022, to 20% in 2023 to 25% in 2024.
  • Targeting 200,000 guests overall by 2030.

Phil Hullah said: “It’s been wonderful to celebrate 40 years with so many of the people who made our success possible.

“I’d like to pay tribute to everyone who has supported us over the years, which of course includes our fantastic travel agent partners, to help make us the largest UK-based escorted tour and river cruise operator in the UK and Ireland.

“While we’re incredibly proud of everything we’ve achieved, we’re determined not to rest on our laurels, and have ambitious plans in place to continue growing.

“Over the years, we’ve helped hundreds of thousands of guests explore the world, ticking off their bucket lists and ensuring they can enjoy everything Europe and destinations all over the world have to offer.

“We will continue to visit well-loved locations, as well as branching out to even more places across the globe.

“I also want to pay tribute, both to our team, who I firmly believe are the best in the travel business and also to all of the suppliers and partners whose support over 40 years has been instrumental in helping to build Riviera into the business it is today. We couldn’t have done it without you.”

The company said in a statement that France was Riviera’s first destination when the operator began life in 1984, with founder Michael Wright taking guests on a coach and camping tour of southern France.

Today the Burton-based business has grown to offer almost 1,000 departures per year for nearly 100,000 guests, covering 65 countries and all seven continents.

A total of 256 staff now work for the company, who are based out of locations including its head office, sales areas across the UK and Ireland, onboard its ships and in its holiday destinations.

For more information, visit rivieratravel.co.uk or call 01283 523431.

Click here for more updates from Riviera Travel on Travel Pursuit UK.