Trade business 50% ahead of last year, says Riviera boss

Trade business 50% ahead of last year, says Riviera boss

UK's largest river operator says trade sales are on the up

Riviera Travel’s trade sales are 50% up year-on-year, according to the company’s boss.

Phil Hullah, CEO of Riviera Travel, was talking at this year’s CLIA RiverView Conference in Amsterdam.

“When I arrived five years ago I said that the trade would play a big role,” Hullah told delegates. “Our trade sales are 50% ahead this year versus last year.”

Riviera, which is the UK’s largest river cruise operator, will celebrate its 40th birthday this year, with Hullah looking to the future while still tackling some old issues.

“We need to get the benefits of river cruising across and dispel the myths,” he said. “The average age of our travellers hasn’t changed much but the mindset has definitely changed.

“We work very hard to think about what the next generation wants. It’s evolution not wholesale change.”

When asked about the type of client he was seeing on his ships, Hullah answered: “Our guests are someone who wants to combine relaxation with exploration with a small e.

“River cruising is more like touring than ocean cruising”

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