Results from the ROL Cruise river cruise survey

As part of our commitment to understanding the needs, preferences and expectations of today’s river cruisers, we asked 1,389 ROL Cruise customers to share their thoughts across a broad range of topics - from their past experiences to their future travel plans. The responses offer a valuable snapshot of the current river cruise landscape, revealing high levels of satisfaction, strong interest in future sailings and a clear appetite for variety across destinations and cruise lines.

Our findings highlight the continued strength of the river cruise sector, with seasoned travellers showing ongoing loyalty and first-time guests expressing growing curiosity. From when travellers plan to cruise next, to which rivers and cruise lines inspire them most, the results provide an encouraging picture of a vibrant and resilient industry that continues to evolve. 

Below, we explore the key insights that emerged from the survey and what they tell us about the future of river cruises. First, let’s start by looking at the questions we asked our survey participants:

1. Have you been on a river cruise?
2. When was your most recent river cruise? 
3. Do you have a river cruise booked?
4. Did you book directly with the cruise line or via a travel agent? 
5. Are you interested in booking a river cruise in future? 
6. Which river cruise line(s) are you considering?
7. Which year(s) are you considering? 
8. Which river(s) are you interested in? 

To begin our survey, we asked participants, “Have you previously been on a river cruise holiday?” 

Of the respondents, 66% told us they had experienced a river cruise before, while 34% said they were yet to embark. 

This result reflects the ever-growing popularity of river cruising. With two-thirds of participants already familiar with this style of travel, it’s clear that once guests try a river cruise, they are highly likely to return to the rivers again. Meanwhile, the sizeable number of those who haven’t yet sailed shows that interest among first-timers continues to rise - a strong indicator of the sector’s ongoing growth. 

Whether seasoned cruisers or complete newcomers, respondents across both groups went on to share valuable insights about which river cruise lines attract them, where they’d like to cruise and when they’d like to cruise. 

(H3) Most travellers have cruised the rivers within the last two years 

To understand how current river cruise habits have evolved, we asked participants when they last enjoyed a river cruise holiday. The results show an encouraging level of recent travel: 

• 33% of respondents cruised within the last 12 months
• 28% of respondents sailed 1 to 2 years ago 
• 21% of respondents last cruised 3 to 5 years ago 
• 19% of respondents travelled 5+ years ago 

The findings reveal that a significant number of guests have travelled quite recently, with nearly 560 respondents cruising within the past two years alone. This demonstrates strong ongoing engagement with river cruising and suggests that for many travellers, a river cruise is the perfect choice. 

The longer gaps among others - whether three years or more - also highlight a loyal audience who may return when the time is right, influenced by new itineraries, ship launches or a desire to revisit favourite regions. 

We also asked participants whether they currently have a river cruise booked. 

Of the respondents, 11% told us they already had their next voyage confirmed, while 89% said they do not have a river cruise booked at this time.

Although only a small proportion have a confirmed booking, this result highlights a large group of potential future travellers who are still exploring options or waiting for the right itinerary, date or offer. 

With interest in river cruising consistently high throughout the rest of the survey, it’s clear there remains a strong appetite among guests to return to the rivers - and many are likely to book when the time is right. 

Building on the previous question, we looked more closely at the 11% of respondents who told us they already had their next river cruise confirmed. Among this group, 57% booked directly with the cruise line, while 13% chose to book with ROL Cruise. The remaining travellers booked through other agents or did not specify. 

Although booking directly remains the most common approach, the results show that a meaningful proportion of travellers still value the expertise and support of a specialist cruise agent. Those who booked with ROL Cruise also benefited from earning Cruise Miles®, adding extra value to their holiday and helping them save on future sailings. 

This highlights an important trend: while many guests feel confident booking independently, others prefer the reassurance, rewards and personalised guidance that come from booking with a trusted cruise specialist, such as ROL Cruise. 

Looking beyond their previous travel habits, we asked respondents whether they were interested in booking a river cruise for a future holiday. An overwhelming 91% said, “Yes!” highlighting incredibly strong ongoing enthusiasm for river cruising. 

To better understand this interest, we asked which river cruise line(s) respondents were considering for their next getaway. The results show a broad range of preferences, with several clear favourites: 

• Rivera Travel and Emerald Cruises prove the most popular choices, with 48% and 45% respondents considering them, respectively. 
• Scenic River Cruises also scored highly, attracting interest from 44% respondents. 
• APT Cruising (36%) and sister brand Travelmarvel (20%) both feature prominently, reflecting their long-standing reputation and varied product offering. 
• Celebrity River Cruises, a newer name in the sector, received interest from 24% respondents, indicating growing curiosity about emerging brands. 
• Uniworld River Cruises (24%) and Wendy Wu Tours (10%) also attracted notable interest, particularly among travellers seeking boutique luxury or culturally immersive journeys.
• 19% of respondents selected ‘Other,’ suggesting many travellers are open-minded and keen to explore the full range of river cruise options available. 

Together, these results paint a very positive picture: not only is this the desire to cruise again remarkably high, but travellers are actively exploring a wide variety of cruise lines - from premium to luxury to great-value offerings. This diversity of interest reflects a healthy, dynamic river cruise market with something to suit every type of guest. 

To understand how far ahead guests are planning their next river cruise holiday, we asked respondents which year(s) they were considering for future travel. The results reveal a strong appetite for forward planning, with many travellers already looking well beyond the next 12 months. 

Interest in 2026 increased significantly, with 49% of participants planning to cruise next year. Even more respondents - 57% - selected 2027, suggesting that guests are thinking ahead and exploring itineraries released for upcoming seasons.

Notably, 30% of travellers indicated they are planning for 2028 or later, a clear sign that river cruising continues to hold strong long-term appeal. This forward-thinking approach demonstrates a confident and optimistic outlook, with many guests keen to secure future adventures along the rivers of Europe and beyond. 

We asked respondents which river(s) they are most interested in exploring on a future holiday, and the results reveal a wonderfully diverse range of aspirations - with Europe’s iconic waterways leading the way. 

Here’s how the selections break down:

Most popular European rivers: 

• Danube River - 46%
• Douro River - 45%
• Rhône River, Seine River and the Dordogne - 43%
• Rhine River - 41%
• Elbe River - 26% 
• Po River region (Venice) - 20% 

Europe clearly remains the heartland of river cruising, with the Danube River and Douro River tying as the top choices among future travellers. 

Rivers beyond Europe:

• Nile River - 18%
• Mississippi River - 15%
• Mekong River - 13% 
• Amazon River - 11%
• Ganges River - 8%
• Yangtze River - 6%

Interest is strong across a variety of long-haul destinations, reflecting a growing appetite for culturally immersive and adventurous river journeys. 

Taken together, these results paint an overwhelmingly positive outlook for the river cruise market.

Not only is river cruising already well-loved - with two-thirds of respondents having travelled before - but interest among new and returning guests remains remarkably strong. The high proportion of travellers considering a river cruise for a future holiday, alongside their willingness to plan years in advance, reflects growing confidence and demand within the sector. 

The diversity of cruise lines and destinations being considered further highlights how dynamic the industry has become. Travellers are exploring everything from Europe’s iconic rivers to long-haul, culturally rich waterways such as the Mekong, Nile and Mississippi. This breadth of interest suggests a market that appeals to a wide range of travel styles, budgets and levels of experience. 

A particularly encouraging insight from the survey is the number of travellers who recognise the value of booking with a cruise specialist. With so many cruise lines, itineraries and levels of inclusivity to choose from, guests increasingly look for reliable guidance, reassurance and support when planning their next holiday. These findings reinforce the importance of knowledgeable, customer-focused travel partners - and the role ROL Cruise continues to play in helping guests make confident and informed decisions. 

Overall, the findings signal a forward-looking, confident industry with strong long-term potential. Travellers are eager to return to the rivers, inspired by new ships, refreshed itineraries and the unique style of travel that river cruising offers. With rising demand, expanding choice and a loyal customer base, the future of river cruising looks brighter than ever.