CONFERENCE Clia RiverView Conference 2026: Six hundred river cruise agents and operators


Agency experts offer tips for new-to-cruise river agents


A


gency bosses have encouraged those who want to grow their river cruise sales to invest in


regular training and be selective with the operators they sell. In a panel discussion on advice for


new-to-cruise agents, Travel Village Group chief executive Phil Nuttall noted growing demand for “more personal, smaller cruise experiences” and a growing opportunity to convert ocean cruise customers to river, which was previously “a struggle”. “People do not want to queue to


get off big ships – they are looking for something different,” he said. “We’ve got a real window of opportunity in the next 18 months with more capacity and new ships [in river].” Nuttall added the agency had


invested in a River Academy to train its staff in selling river cruise and advised new-to-river agents to “learn the geography” of the rivers, cities and closest airports to departure ports to “get customers over the line”.


We’ve got a real


window of opportunity in the next 18 months with more capacity and new ships [in river]


“We can all sell river, but


you have to have the basic knowledge and understanding of where things are,” he said. Travel Counsellors head of


cruise Janet Whittingham agreed that “knowledge is power” and suggested new sellers categorise river operators in a way that customers can understand, for example a six-star cruise versus a four-star. She said: “We have got to make


sure we can match it up with what is happening with ocean or on land – that helps the seller to categorise it.” Whittingham encouraged


businesses to appoint cruise ambassadors to help their colleagues,


saying Travel Counsellors’ scheme had been “absolutely brilliant” for supporting sales. Advantage Travel Partnership


director of cruise Jonny Peat recommended focusing river sales on the destination and experiences in itineraries and “tapping into touring communities”. He urged agents to “get under the


skin” of only two or three operators, rather than “trying to please everyone”. Barrhead Travel managing


director Nicki Tempest-Mitchell encouraged agents to find a couple of offers they “felt confident” promoting and to “not to give up until you get your first sale”. “Once you get your first one


through, you will start building on it,” she said. Like Travel Counsellors, Barrhead


has also set up a programme of river cruise champions in 30 branches, with Tempest-Mitchell praising them for being “brilliant at what they do”.


Luxury lines hail strong UK market and scope for late sales


The bosses of two luxury river operators highlighted an “opportunity” for UK agents to fill growing capacity in the sector. AmaWaterways president Catherine


Powell revealed the line recorded its “biggest UK growth” last year with sales increasing by 25% year on year and the company handing out its highest-ever total commission. She said: “Our US business is


booked 12 to 18 months out, but Brits book close in and I think there are going to be opportunities to do more close-in bookings [with uncertainty around travel disruption].”


12 19 MARCH 2026


Pam Hoffee


Powell said she would consider


additional promotions to encourage Brits to book. Avalon Waterways president Pam


Hoffee said the line’s UK bookings during this year’s peak were up 61% year on year, which she attributed to “getting a good price point early”. She told delegates: “This market


has become known for when there is last-minute excess capacity, put it into the UK market and they will sell it. “It is a good use for this market in many ways because you are close [to


Europe’s waterways] and can fly last minute, but there are travellers who want to make plans early.”


River sales ‘incredible’


Agents hailed “incredible” growth in river cruising, citing an increase in the number of younger people deciding to give it a go. Travel Counsellors’ Janet Whittingham


said the agency’s overall cruise bookings were “absolutely flying” with sales up 29% on last year, outstripping 8% year-on-year growth for leisure travel as a whole. Whittingham said river had been


“incredible from the word go” this year, with sales 44% ahead of last year. Advantage Travel Partnership’s


Jonny Peat described river cruise sales as “a runaway train”, citing a 47% increase in sales year on year across the consortium’s members. “We are seeing real success with river.


Operators in a Q&A session about Stafford, AmaWaterways; Julie Group; Jon Knight, Riverside


Phil Nuttall


travelweekly.co.uk


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