Understanding river cruise trends and traveller behaviour can be highly beneficial when planning your future adventures, with a wealth of insight to unlock and trending destinations to be explored. We asked our valued customers to share their river cruising preferences, behaviours and plans for 2026.
River cruise travellers come with a wealth of experience, with 50% of our audience having taken six or more sailings and a further 25% boasting four to five experiences. Given this extensive first-hand expertise, it is evident that today’s travellers are confident, knowledgeable and intentional in their booking behaviours – plus, with 83% having also experienced ocean cruising, there is a strong basis for comparison between the two styles of cruise travel.
Unlike luxury ocean travel, river cruising tends to be booked within a shorter window from departure, with almost half of our respondents choosing to book within three months or less. Though a further 42% of the audience choose to book within four to six months of departure, longer range bookings beyond seven months from departure are highly unpopular, gaining only 13% of the vote.
Thanks to the wealth of late availability river cruises our leading cruise line partners have to offer, it is no surprise that our experienced customers feel reassured in booking a last-minute river cruise. However, booking further in advance can offer a greater range of itineraries and cabin choices, with many popular destinations selling out quickly.
For river cruising enthusiasts, spring stands out as the winner when it comes to the most popular season to sail. A spring river cruise comes with plenty of appeal – mild weather, charming floral scenery and lighter crowds in popular destinations when compared with the peak summer season.
However, summer remains an attractive time to sail, coming in close second with 37% of the vote, and autumn amassing an impressive 21%. With many destinations to explore in the ever-changing seasons, from the long hot days of summer to bountiful harvest seasons of autumn, a river cruise offers a truly year-round getaway.
A river cruise is the perfect shared experience, which is why 75% of our guests choose to travel with a partner. For romantic escapes and bonding adventures alike, a river cruise is an ideal holiday for a couple, with opportunities to discover new hidden gems together and invest in quality time at a relaxed pace.
A smaller yet present segment, river cruising is also popular amongst solo travellers thanks to adventure-packed itineraries and opportunities to connect with likeminded travellers on board.
A highlight of river cruising is the intimate nature of the purpose-built smaller ships, creating an intrinsically personal and relaxed ambience on board. Thanks to fewer guests, travellers enjoy an unhurried and laid-back atmosphere, welcoming them into the rhythm of the journey and fostering genuine connections amongst cruisers.
Convenience and ease are also a standout feature of river cruising, with included shore excursions and docking in central locations. This alleviates the planning stress that comes with exploring a new port, plus allows guest to walk straight off the ship and into an exciting destination – a seamless way to explore multiple cities and destinations that cannot be matched by other styles of travel.
For over 25% of our river cruisers, scenic natural landscapes are the most important wish-list item when it comes to choosing an itinerary. Thanks to the winding rivers offering unique and immersive views of vineyard-dotted valleys and captivating countryside charm, it is not difficult to see how the ever-changing views are an integral part of any river journey.
Cultural depth plays a defining role in what makes an itinerary stand out, with over half of our audience choosing cultural and historical tours as their preferred river cruise excursion. Thanks to included highly immersive, expert-led tours from many leading river cruise lines, travellers enjoy rich storytelling and a deeper, more authentic experience of popular destinations that bring to life the local flavours, character and storied history of each port.
The intimate nature of river cruising means that socialising plays a key role in the onboard experience, naturally encouraging conversation over evening meals, during excursions or when enjoying a drink in a social space at the end of an unforgettable day. A third of our audience named socialising with likeminded travellers amongst their three favourite ways to spend time on board.
Unsurprisingly, a quarter of those surveyed stressed the appeal of watching the landscapes glide alongside the outdoor decks, whilst a further 12.5% appreciate downtime spent in their cabin or a peaceful onboard space – a necessity both before and after a day filled with adventure.
The true cornerstones of European river cruising, the Danube and the Rhine continue to prove a popular choice amongst guests thanks to a wealth of captivating ports to explore. However, travellers are becoming increasingly drawn to charming, more distinctive rivers across the continent, with almost 30% expressing a desire to sail the Douro in 2026 and a further 16% interested in the Dutch Waterways.
Home to rich and indulgent wine regions, a warmer climate and stunning scenery, it’s no surprise that the Douro emerges as a popular choice for the coming year. In the future of river travel, demand remains for iconic cities with captivating cultural identities, whilst smaller rivers begin to trend amongst cruisers seeking new discoveries and unique experiences.
Beyond the continent, the iconic Nile and magnificent Mekong attract discerning river cruisers, each gaining interest from more than 25% of our guests. Though Europe’s rivers and cultural capitals prove a popular itinerary choice amongst river cruisers, far-off adventures along rivers beyond the continent promise a unique perspective and alluring discovery of a range of remarkable regions.
However, there is also growing interest surrounding rivers further afield – including the Amazon and the Ganges – reflecting an eagerness to begin enjoying the benefits of the river cruising experience further afield.
In all, these findings suggest an ever-growing desire for meaningful moments spent sailing the worlds rivers in 2026, enjoying experiences that prioritise depth and connection with each destination. Experienced travellers looking for a journey that prioritises carefully curated experiences continue to choose river cruising for its cultural immersion, relaxed-pace itineraries and authentic experiences, engaging with each destination with authenticity.
As river cruising evolves, consider the rivers that call to you: revisiting a timeless favourite, such as the Danube or the Rhine, exploring lesser-known destinations closer to home along the Douro, Seine and more, or perhaps venturing further afield to sail the Nile, Mekong, Amazon and more.
