Industry growth and high service standards are collectively promising great things for the river cruise world, travel advisors told Cruise Industry News in the 2026 European River Cruise Market Report.

Booking trends are looking significantly positive, with friend and family groups becoming more prominent, with bookings made further in advance. Still, guests are aware of the value that is included in the package and will plan ahead.

Christmas markets are popular, culinary is always a priority and guests look for direct flights. The average preferred cruise length is a week, advisors noted. They also show strong loyalty to their favorite brands and loyalty programs.

As for where guests want to go, the Danube and Rhine as the classic favorites. New-to-cruise passengers tend to go with the popular itineraries, while loyal passengers will go to anything new.

The demographics among passengers show an increase in younger crowds, with the average dropping from 65-year-olds to 55-year-olds. Some advisors even indicated younger, as the industry is attracting younger and more informed travelers with more active programming.

Creating Value

Advisors said that every line aims to try to keep it fresh by looking at new deployments and ships that are differentiated.

Across the board, operators are winning with all-inclusive packages and high standards of service. Other ways that differentiation has been seen are in itinerary and excursion offerings.

What draws guests to river cruises? The package deal, the service, the experience, the destinations, the immersive and personalized experience in a luxury setting, as well as the cruise itself. It’s a mixture of everything that’s included and the value for money, advisors explained.

Water levels remain a challenge, but guests are well compensated if such inconveniences arise. Advisors also praised cruise companies for supporting agents, giving them the upper hand by working alongside them.

What’s Ahead

Sophisticated clients are looking for new destinations, products and itineraries, and future clients will be on the lookout for more signature cruises and themed sailings.

Advisors expect to see a higher standard of entertainment onboard, as well as a larger focus on drink offerings. These will be accompanied by excellent cuisine, active tours, larger cabins, fitness facilities and dependable Wi-Fi.

Advisors said that overall, operators, advisors and guests alike continue to build on the value of river cruising.