River Cruises

Historic cities. Intimate ships. And the joy of never being far from shore.

At a recent Cruise Showcase, there were several cruise lines that specialise in river cruising, a style of travel that’s as much about where you’re going as it is about how you feel along the way.

These journeys are about getting close to the heart of a destination. Walking right off the ship into a medieval town square. Tasting wine from the vineyard just across the bank. Watching history float by at eye level

If you love small group travel, local stories, and scenic meandering more than sea days and mega ships, river cruising could be your perfect match.

🚢 AmaWaterways

Active, elegant, and always immersed.

Positioning & Message:
AmaWaterways combines comfort and culture with wellness, activity and a personal touch. Their river cruises appeal to active travellers and multi-generational families—with high demand from solo guests and guests travelling with kids (even as young as 4), despite there being no kids’ clubs.

Target Traveller:
Curious, active guests aged ~59 on average. Solo travellers, multi-gen families, wellness-focused guests and those who want more than just sightseeing.

Standout Features:

• Daily shore excursions included in the fare
• Wine-themed cruises, biking tours, and hiking activities
• High solo traveller demand
• Portuguese cruises only sail by day due to narrow, scenic rivers
• Some family-friendly sailings without dedicated youth programming

Memorable Insight:
AmaWaterways feels like the perfect mix of refined and rejuvenating. For travellers who want a wellness-inspired journey with cultural soul.

🚢 Uniworld

Floating boutique hotels, rich in character and charm

Positioning & Message:
Inspired by their sister company, the Red Carnation Hotel Collection, Uniworld’s ships feel more like exquisite hotels on water—each with unique design, luxe finishes, and character-filled flair. Known for premium inclusions and elegant style.

Target Traveller:
Well-travelled guests who appreciate design, detail, and ease. Solo travellers, couples, and boutique hotel lovers.

Standout Features:

• High staff-to-guest ratio (2.3:1)
• All gratuities, airport transfers, premium drinks, and excursions included
• Complimentary bikes, fitness classes, and wellness experiences
• Every ship uniquely decorated, with no cookie-cutter design
• Solo traveller offers on every sailing

Memorable Insight:
Uniworld is the designer handbag of river cruising—refined, individual, and undeniably luxe.

🚢 CroisiEurope

French charm and affordable discovery

Positioning & Message:
CroisiEurope is a family-run French river cruise company offering casual, culturally rich voyages with great value. They cater to foodies, first-time river cruisers, and multigenerational families seeking comfort without the luxury price tag.

Target Traveller:
Cost-conscious guests, first-timers, French culture lovers, solo and triple-share travellers. Great for foodies and flexible groups.

Standout Features:

• All-inclusive meals, drinks, entertainment
• Unique itineraries: Loire, Elbe, Mekong, safari cruises in Africa
• Paddle wheelers to navigate shallow rivers
• Casual, welcoming onboard vibe
• Strong focus on French cuisine and wine
• Multilingual announcements (French & English)

Memorable Insight:
CroisiEurope makes river cruising more accessible—without sacrificing the cultural charm that defines the experience.

🚢 APT

All-inclusive luxury, loved by Australians

Positioning & Message:
APT offers a classic, polished river cruise experience with premium inclusions and high satisfaction among Australian travellers. With strong repeat rates and early booking trends, they blend comfort, reliability, and immersive land/cruise combinations.

Target Traveller:
Retired or semi-retired Australian couples aged 50+ who want to travel with like-minded people in a worry-free, high-quality environment.

Standout Features:

• Two new Europe ships with modern layouts
• Strong client satisfaction and loyalty
• Fully inclusive pricing including excursions, drinks, tips, and more
• Popular land-cruise combos: e.g. Lisbon to Madrid, Spain & Portugal Delights
• Most guests book 10+ months in advance

Memorable Insight:
APT is for those who want every detail handled—with the warmth and familiarity of an Australian operator who knows their guests inside out.

🚢 Scenic & Emerald Cruises (River)

Luxury and contemporary value from the same trusted group

Positioning & Message:
Scenic offers an all-inclusive, ultra-luxury river cruise experience with butlers, fine dining, and exclusive events. Emerald delivers a contemporary experience at excellent value—modern ships, generous inclusions, and a more relaxed feel.

Target Traveller (Scenic):
Luxury travellers 55+, solo guests, and milestone travellers who want full inclusivity and service.

Target Traveller (Emerald):
Younger couples, active guests, and first-time river cruisers seeking comfort and value.

Scenic Highlights:

• Butler service for all guests
• Signature Scenic Enrich events
• Freechoice excursions with various activity levels
• Scenic Sun Lounges (convertible balconies)

Emerald Highlights:

• Infinity-style pool
• Wellness centre and active shore excursions
• Inclusive pricing without the premium price tag
• River and yacht cruising crossover options

Memorable Insight:
Together, Scenic and Emerald offer the same trust and reliability—with two distinct personalities to suit different tastes and budgets.

👉 Is This Cruise Style Right for You?

River cruising is ideal if you:

• You love immersive, destination-focused travel
• You prefer small groups and cultural stories over big-ship buzz
• You want to explore Europe or Asia with ease, comfort, and depth
• You appreciate an all-inclusive model with thoughtful extras
• You enjoy scenic sailing with no rough seas and no sea days