Despite U.S. Economic Uncertainty, River Cruise Bookings Surge into 2025 and 2026
River cruise companies report robust booking trends for 2025, even as economic uncertainty weighs on consumer sentiment in the U.S. According to industry insiders, multiple factors contribute to this positive outlook, including strong demand, strategic marketing approaches, and the ability to adapt to market trends.
Viking Leads the Charge with Record Revenue
As the industry leader, Viking River Cruises continues to dominate the market, showcasing impressive financial performance. The company reported total revenue of $897.1 million in the first quarter of 2025, marking a nearly 25% increase from the previous year. Viking claims it has effectively sold out its river capacity for this year, achieving a remarkable 95% occupancy rate. Looking ahead, the cruise line noted that 28% of its capacity for 2026 is already booked.
Growth Across the Board for Smaller Lines
While Viking’s performance is noteworthy, smaller, privately held river cruise lines are also flourishing. Tauck recently stated that its 2026 bookings are pacing nearly 30% ahead compared to 2025. Similarly, Riviera Travel reported a staggering 42% increase in 2026 river cruise bookings over last year’s figures at this time. Even CroisiEurope announced that about 35% of its capacity for 2026 has been sold out.
Strong Year for Additional Operators
Other key players such as AmaWaterways, Avalon Waterways, and Amadeus River Cruises are also experiencing a resurgence, with 2026 bookings exceeding those of 2025, promising to make it their strongest year ever.
Market Adaptation Amid Economic Dips
Travel advisor Lisa Fitzgerald from Fitzgerald Travel notes that the current economic climate hasn’t deterred travelers from booking vacations; rather, it’s altered how they allocate their funds. “The economy isn’t stopping travelers from going on vacation; it’s simply changing how they spend,” explained Fitzgerald. River cruise lines are keenly aware of these shifts and have adjusted their offerings and promotions to attract both repeat guests and newcomers.
Innovative Itineraries and Seasonal Options
In response to changing traveler preferences, Avalon Waterways has expanded its offerings by adding Christmas market sailings and harvest-time cruises during the offseason. Pam Hoffee, president of Avalon, indicated that the company is on track for a record-breaking 2025 and has seen exceptionally strong early bookings for 2026.
Catering to Diverse Travelers
Riviera Travel has successfully focused on niche markets, particularly attracting solo cruisers by waiving single supplement fees. “This segment has grown significantly,” stated Stuart Milan, Riviera’s North America president, emphasizing its growth even compared to traditional bookings. Amadeus River Cruises, too, is on track for its strongest year yet, with promising indicators for 2026 as well.
AmaWaterways’ chief sales officer Alex Pinelo highlighted the brand’s best-ever performance last year, noting that 2026 sales are already pacing “double digits” ahead of 2025. The cruise line is set to expand its fleet with 10 new ships by 2027 to meet rising demand.
Emerging Travel Destinations
Travelers are increasingly interested in exploring river cruises beyond Europe, with destinations such as the Nile in Egypt, the Mekong in Vietnam, and the Magdalena in Colombia gaining popularity. According to Cleveland Research, these rivers represent key opportunities for growth in the river cruise sector.
Strong Demand and Future Outlook
Overall, numerous companies including Tauck and CroisiEurope report a strong performance across their river cruise portfolios, with Tauck stating it is “virtually sold out” for 2025 and seeing bookings for 2026 significantly ahead of the previous year.
With an optimistic outlook and various strategic adjustments, the river cruise industry appears well-equipped to navigate economic uncertainties while continuing to attract travelers with diverse and thoughtful offerings.
