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September 13, 2023

The river cruise company currently boasts two operational ships and a very rapid growth outlook. We asked Jennifer Halboth to explain what sets this company apart and to provide some insights into its expansion prospects.

The river cruise sector in Europe boasts numerous companies operating on various rivers and itineraries, covering a large part of the regions crossed by magnificent waterways and stunning landscapes. Guests on river ships can enjoy a never-tiring navigation through countryside and cities, encountering castles and villages, vineyards and valleys. The scenery provided by rivers such as the Loire, the Danube, the Rhine, and the Douro is all different yet united by great charm and cultural richness.

An area where embarking on a new cruise venture might seem challenging, although the European continent still has much to offer in terms of routes and regions to discover. However, we have recently witnessed the emergence of Riverside Luxury Cruises, a new brand that currently boasts two ships but has prospects for expansion and a specific target audience and services in mind.

We asked Jennifer Halboth, CEO of Riverside Americas, who recently took the helm of the new brand and initiated the philosophy driving the growth of this progressive fleet, to talk to us about it.

Jennifer, as you know, Cruising Journal closely follows the river cruise sector, partly because it’s a segment less known to the general public, yet it involves a large number of cruisers. Speaking about Europe, in particular, we have a high percentage of European nationalities, but also many travelers from the United States and Canada. What prompted you to take on such a challenging task? Challenging the European market with a new brand and carving out a slice of the luxury sector doesn’t seem like a straightforward operation.

Undoubtedly, it’s not simple, but I immediately believed in the opportunity to embark on a new professional adventure in a field in which I’ve had experience dating back to the 2000s. In particular, I have worked with river fleets, so I’m intimately familiar with this reality. The reason I joined Riverside Luxury Cruises is the chance to launch a new product that I strongly believe in, with a well-defined and precise identity. It’s not about capturing the attention of the existing river cruise audience or encouraging them to switch operators. The challenge is to attract a new audience to a product we believe is genuinely novel. Alongside this, there’s the mission of building a brand and creating a team, other aspects that I find very appealing.

Thank you, Jennifer. Indeed, it’s an exciting mission that requires an entrepreneurial and determined personality like yours. One concept that immediately stands out is that of “luxury,” a term you’ve decided to integrate into the company’s name. It’s a distinctive sign, but also a responsibility on your part to meet the expectations of your guests.

Absolutely, but that’s precisely our profile and our goal for the audience. Luxury is manifested on multiple levels, starting with the hardware. Our ships are born as true works of art, distinguished by their design, spacious suites, and furnishings. Onboard, there’s already a luxurious atmosphere thanks to the splendid initial realization and the transition to the new brand. Another element that represents luxury is the service. The level we offer is unparalleled in the river cruise realm, with a dedicated butler for each suite and the ever-present yet non-intrusive presence of the entire crew. Finally, our cuisine aims to be exceptional. From ingredient selection to dish presentation, we strive for excellence. Travel agents and journalists invited to our initial cruises have given us incredibly positive feedback in this regard, highlighting the exceptional quality of our dishes.

A luxury service on a luxurious ship, making the cruise experience much more elevated than a traditional journey or a stay at a resort. The cruising world is increasingly emphasizing the importance of “experiences.” Does Riverside offer something of the sort? What, onboard or even on land, leaves an indelible mark on your guests’ minds?

Absolutely. We want each excursion of our guests to be surprising and impeccable, involving them in unique experiences. During our itineraries, we offer the opportunity to attend concerts, visit wineries, and even embark on kayaking adventures. While it’s always possible to visit the monuments and famous attractions of the cities we dock in, we always try to add something exclusive and exceptional.

Speaking of itineraries and visited cities, what is the perspective for change and expansion in your offerings? By the way, I noticed a wide range of itinerary lengths. Do you plan to offer shorter cruises to introduce the brand?

For a new brand, it’s important to first establish our identity and build our core. So now, our focus is on realizing what we’ve had in mind from the start: a luxury river cruise company for travelers, with high-level service and ships that can truly amaze our guests. Expanding the fleet will naturally allow us to cover new regions and refresh the itineraries, but that’s not our priority at this moment. Short cruise offerings allow the public to get to know us even for a brief experience. The 7-day itineraries will be the most classic option, especially for North American customers. Short cruises are excellent opportunities to introduce ourselves to a broader audience.

I understand, and that’s very sensible. The destinations on which the first two ships are operating are already wonderful, and they surely provide the perfect backdrop to try out a highly innovative and interesting product, regardless of which beautiful city is being visited. Jennifer, can you tell us a few words about your target audience? Who are you aiming for, and who have been your initial customers?

Our aim is to involve a younger clientele than the average river cruise audience in Europe. Travelers who appreciate luxury settings and who might approach the concept of river cruising for the first time, alternating their usual experiences in luxury resorts or hotels. To help them understand that we can offer a service that’s equally luxurious and attentive while allowing them to explore different places every day would undoubtedly help us attract new customers. In terms of nationality, we’re initially focusing on the United States, Canada, the United Kingdom, and Europe. So far, we’ve mostly had North American and European guests.

Thank you, Jennifer. You’ve provided a very clear picture that aligns well with the progressive growth of the fleet. Can you add any sneak peeks or novelties about the near future? What can we expect from Riverside Luxury Cruises in the coming months?

Certainly, much excitement revolves around fleet expansion. By 2024, we will have 4 ships in operation, which will allow us to leverage our marketing efforts even more. But my main goal is to closely follow the brand’s evolution, gathering advice and feedback from both travel agents and cruisers. We want to solidify our identity and position ourselves in the market with a style and philosophy that truly embodies luxury, providing a unique setting as well as service and an overall experience.

An intriguing and challenging prospect, but one that certainly seems to have all the prerequisites for rapid consolidation and success. I’ve seen some images of the ships, and I must admit that many areas are truly stunning in terms of the finesse and elegance of the furnishings. However, I’m sure that the difference will be made by the service, the cuisine, and how much guests can experience even while engrossed in visiting the wonders offered by the proposed itineraries. Thank you, Jennifer, for illustrating to us with your enthusiasm the key points of the new river cruise company and Riverside Luxury Cruises’ current and future philosophy.

In a broad context like cruising, and specifically river cruising, it might seem challenging to find a brand that aligns with one’s needs and tastes. Personally, what I appreciate the most is the presence of a well-defined identity in a cruise company’s offering, regardless of whether it resonates with everyone or is accessible to all. In this regard, Riverside, which has included the concept of luxury in its very name, seems determined to carry forward its own river cruise concept. Based on what I’ve learned, thanks to Jennifer Halboth, whom I thank greatly, the potential to stand out and achieve success is truly substantial.

Don’t miss more updates, news and reviews of Riverside Luxury Cruises on Cruising Journal with photos, videos and cruises on offer.

Gabriele Bassi

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