The UK-based Riviera River Cruises/fleet has initiated a rebranding in North America, adopting the name "Riviera Travel" to align with its established identity in Europe and the UK.
The change marks the beginning of an expansion aimed at offering a broader range of travel services under the Riviera Travel brand across the USA, according to Marilyn Conroy, vice president of sales and marketing.
Conroy noted that the rebranding would extend Riviera’s offerings beyond river cruises, allowing customers to book air, transfers, and hotels, with plans to eventually include guided tours. She explained that the brand alignment across the U.K. and U.S. is logical as the company expands its North American presence.
Immediate plans include enhanced cruise packages with pre- and post-cruise hotel stays, air bundles, and transfer services. By the end of the first quarter, Riviera plans to launch an updated website and a more robust travel agent portal, followed in the second quarter by a comprehensive educational program to support agents in understanding and promoting Riviera's offerings. Beyond river cruising, Riviera Travel operates in 66 countries, featuring 90 European land tours and 52 tours across other destinations worldwide.
Riviera’s fleet, popular among American guests, will also see changes. Previously named after British literary figures, Riviera’s ships will carry new names with the upcoming 2025 launch of the 178-passenger Riviera Radiance and the 114-passenger Riviera Rose. Another new vessel, the 178-passenger Riviera Resplendence, is set to debut in 2026.
Most Riviera-operated riverboats are chartered from the Basel-based shipowner Scylla AG.
Riviera Travel was founded by Michael Wright in Burton-on-Trent, England, in 1984 and has been owned by London-based private equity firm Silverfleet Capital since 2017. Although Riviera began promoting its European river cruises in the U.S. 6 years ago, its growth plans were paused by the COVID crisis. Conroy observed that while the pandemic delayed their efforts, the company is now seeing its original goals come to life.