Why River Cruises Are Winning Over Travelers Who Don’t Like Cruises
Small ships, personalized service and compelling destinations are a few of the reasons to travel on inland waterways.
The term cruise ship typically brings to mind a mammoth vessel navigating through the ocean waves. But a growing number of travelers are trying out a different kind of water-based vacation: river cruises.
Unlike many ocean excursions, on ships featuring everything from casinos to climbing walls on board, river cruises focus more on the places you visit than the vessel you take. "Although the title is 'river cruising,’ this is really a land experience as much as a water experience," says Jeremy Palmer, president of Tauck, a tour and river cruise operator.
For many river cruisers, that distinction is a big part of the appeal. "A lot of my first-time river cruisers are people who don’t like cruises," says Diane Frisch, owner of the travel agency Diane Frisch Destinations. A recent traveler survey from Cruise Lines International Association found that about one in five first-time cruisers opted for a river cruise instead of an ocean voyage.
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All signs point toward those numbers growing. Executives at Viking Holdings, the largest river cruise company by a large margin, said almost 40% of available 2027 reservations were taken by early May of this year. The cruise industry is paying attention: Celebrity Cruises is launching a line of river cruises next year.
"That core market of people with time, money and the desire to travel has never been bigger," Palmer says.
The appeal is multifaceted: Most river cruise ships hold a maximum of 200 passengers, so you can expect more personalized service, better food and fewer lines. "What a lot of people really enjoy is the level of service you get," says Tilly Pearson, trip planner at tour operator Adventure Life.
Hank Schrader, co-owner of Dream Destinations, a travel agency that specializes in river cruises, says the number of activities people can do and see while in port has exploded over the past decade, and some cruise lines have entire itineraries dedicated to pursuits such as cooking or cycling.
"What’s changed is the number of different offerings," he says. "Before, it was like, ‘Hey, here's your daily tour.’ Now most lines are offering significantly different options."
A variety of choices.
Cruisers have a wide range of options, from price point to activity level to on-shore excursions. Consider your travel preferences, budget and what kind of vibe you're looking for.
While Schrader notes that river cruises don't have attractions such as on-board nightclubs and live entertainment each evening, some river cruises are livelier than others, with wine-tasting dinners or local musicians coming on board at port to perform.
River cruises historically catered to older adults, but there's evidence that's shifting. According to market research firm Future Market Insights, about a fourth of passengers are between 46 and 55. Cruise lines are creating itineraries aimed at a younger crowd, such as visiting Germany during Oktoberfest or touring wine country by electric bike.
If you want to cruise as a family, consider the age and maturity of your kids. Some cruise lines have age minimums, and there's generally no kid-oriented programming. "We recommend they're well traveled or that parents bring some entertainment on board," Pearson says.
One notable exception is Ama-Waterways, which has a partnership with Disney. European river cruises under the Adventures by Disney banner include "adventure guides" and kid-friendly activities. Be aware, though, that while your kid might be thrilled to see the real-life inspiration for Cinderella's castle in Germany, you won't spot so much as a whisker of Mickey or other characters on board.
While walking tours at each port are typical, travelers who want to get their blood pumping and exert a little more energy can choose from itineraries that include hiking, bicycling, kayaking and other activities. One AmaWaterways vessel, the AmaMagna, even has a full-size pickleball court.
Pearson says the Active & Discovery cruises from Avalon Waterways appeal to active travelers with programs that are designed to keep you moving. "You're off the beaten path a little bit more; you're doing more unique things," such as kayaking in a canal or hiking a mountain.
Learning local history in each port is an indelible part of the river cruise experience.
For travelers seeking a deeper dive into local culture, AmaWaterways offers European itineraries with program experts from the Smithsonian Institution. American Cruise Lines is known for its knowledgeable, passionate local guides.
Managing the costs.
If you’re used to seeing Caribbean cruises advertised for well under $1,000 per person, you might want to sit down. "I’d say $4,500 to $5,000 per person is very entry-level pricing," Pearson says. Travel advisers say $12,000 to $15,000 per couple for a seven- or eight-night river cruise is typical.
The up-front cost might be steep, but Schrader argues that cruisers can get as much — or more — value compared with taking a land tour once you factor in lodging, transportation, meals and sightseeing.
"The price is going to be pretty much comparable, and you’ve taken away the entire hassle factor" because you only have to unpack once rather than change hotels every night.
One big reason for the high price tag is that river cruise pricing is generally all-inclusive. With a few caveats (more on those below), many of the perks you'd pay for on an ocean cruise — alcohol, guided tours, port excursions — are typically included in the cost. Some cruise lines even bundle gratuities into the rate.
Still, travel experts say there are some tactics that can help keep your costs in check, although a few of them do come with trade-offs.
Don’t count on last-minute bargains. With rare exceptions, you won’t find the kind of fire sales you sometimes see for flights within a few weeks of departure. Viking chairman Torstein Hagen told investors in May that advance bookings for the 2027 season were up 21% compared with a year earlier. Another reason to book early is that cheaper cabin categories usually go quickly.
Seek out discounts. Most cruise lines offer discounts, albeit modest ones, for first responders, military service members and repeat customers. Some also offer referral discounts if you’re traveling with friends. Another common incentive: Discounted or free airfare if you book your flights through the cruise line.
Consider your travel style. Do you like a plethora of shore excursions? Free-flowing liquor? Despite having more inclusive pricing than ocean cruises, major river cruise lines do vary somewhat in what falls under the umbrella of all-inclusive, which gives you opportunities for saving money. For instance, non-drinkers might save by booking a cruise that has a lower price point and doesn’t include hard liquor.
Skip summertime. All other things being equal, summer is the most popular — and most expensive — time to go on a river cruise. "There is a shoulder season. It’s getting smaller, but generally, in February, March, April or November, you can get a better rate in Europe just because the weather isn’t as nice," Palmer says.
Solo travelers should be selective. Traditionally, pricing has been even tougher for solo travelers because cruise lines want to recoup the money they would otherwise earn if a second passenger were in the cabin. Single supplements can equal or even exceed 100% of the per-person rate on most sailings — meaning that a solo traveler could pay twice or more the per-person price that would apply for double occupancy — but that’s changing as interest in solo cruising soars.
"This market has grown tremendously—about 40% over the past three years," says Marilyn Conroy, vice president of sales and marketing for Riviera Travel, a U.K.-based cruise and tour operator.
To meet this demand, Riviera is launching a 68-passenger vessel next year that Conroy describes as the first river cruise ship for solo travelers. A number of other lines reduce or waive single supplements for certain voyages or for certain cabin categories.
Logistics to know.
River cruise pros say there are some things you need to know and do before beginning your journey to get the most out of your trip.
Book early. Even if you’re not bargain-hunting, it’s smart to book well in advance. "This is not something you do six months out," Palmer cautions. "You might not get exactly what you want even if you book a year out," he says, adding that Tauck customers book an average of 18 months ahead.
Travel agents say it’s possible to book some itineraries closer to your departure date — think six to nine months — but warn that you might find limited sailing dates and cabin categories available.
Try using a travel agent. While blogs and forums such as Cruise Critic have crowdsourced wisdom you can use to do your own research, enlisting a travel agent who is familiar with the complexity of river cruise itineraries and the nuances among cruise lines can be worthwhile. Almost two-thirds of people who book cruises (including ocean cruises) use travel agents, according to a report from Cruise Lines International Association.
"The average consumer cannot tell the difference between the lines," Schrader says. "When you’re spending this kind of money, you want to make the best choice you can." He suggests vetting travel agents by asking whether they’re certified by the American Society of Travel Advisors or CLIA. And ask whether they’ve ever been on a river cruise; ideally, you want an agent with firsthand knowledge.
(Maybe) book your own airfare. Letting the cruise line book your flights to and from the destination on one of their partner airlines takes the decision-making out of your hands — which could be a plus or a minus. You won’t have as much choice as you would with a booking platform such as Travelocity: The airline you fly, the times of your flights (as well as the length of any layovers you might have) and the seats you get are largely out of your hands.
That said, booking flights with the cruise line might make sense for some travelers. "Some people like having everything in one package, and some companies will give you free airport transfers," Frisch says.
Many cruise lines promote discounted or even free airfare on select sailings, and booking airline tickets through the cruise line is smart if you’re using its travel insurance (because the policy covers only what you booked through the cruise operator). But if you have strong preferences about which airlines you fly, when you fly and where you sit, you might be better served by booking on your own.
Take an extra day (or two). Experts suggest arriving a day before your cruise departs just in case your flight is delayed, because the ship will sail whether or not you’re on board. Most river cruise itineraries include the option of booking one or more days at a hotel either before or after your voyage. An increasing number of tour operators have hybrid land-water itineraries that can include several more days of touring on land. Travel pros say these are especially popular for African and Asian river cruises.
Look into travel insurance. The high price tag that typically comes with a river cruise makes travel insurance a smart way to cover your investment. Expect to pay about 10% of the cost of the trip.
Frisch says that most travelers can probably get a better price buying a policy from a third-party provider, such as Allianz Travel or Travelex, compared with purchasing it from the cruise line; travelers in their upper seventies and older, however, are often better off with a policy from the cruise operator because premiums for older travelers can be sharply higher with other providers.
Cruises to consider.
European waterways offer the classic river cruise experience, and these itineraries remain extremely popular. But travel pros say there also are terrific options in far-flung locations — as well as in your own backyard. Prices below are per person and based on double occupancy, unless otherwise noted.
Europe. A significant portion of river cruises are on European waterways: Cruisers have their pick of routes and price points, with itineraries along the Danube, Rhine, Rhone and Seine especially popular.
Travelers looking for an iconic journey might consider Viking’s 15-night exploration of the Danube, Rhine and Main rivers. "The 15-day Budapest-to-Amsterdam cruise is a home run. If you want to get river cruising in a nutshell, that’s absolutely the best route to take," Schrader says.
Highlights include medieval castles, Gothic cathedrals and picturesque windmills at UNESCO World Heritage sites. Most summer 2027 sailings start between roughly $5,000 and $6,000.
For active travelers, Pearson recommends Avalon Waterways’ Active & Discovery Rhine River cruise from Amsterdam to Basel. (The Netherlands is broadly popular for cruises featuring cycling expeditions because of the region’s flat terrain.)
In addition to excursions via kayak and bicycle, the seven-night cruise includes hiking, visits to breweries and a French-food tour. For the 2027 season, sailings start below $5,000 per person for most dates.
A region that’s rising in popularity is the Iberian Peninsula. "You get a good bang for your buck in Portugal," Riviera Travel’s Conroy says. Riviera has a gastronomy-themed, seven-night tour along the Douro River through Spain and Portugal’s most well-known wine regions. Sailings for 2027 start at about $4,400 per person, although promotional offers can knock more than $1,000 off those rates.
For families, a real-life magical adventure is the Adventures by Disney seven-night Danube River Christmas-market cruise.
Recommended for kids ages 8 and up, highlights include visits to famous Christmas markets in places such as Vienna and Salzburg and tours of sites from The Sound of Music. Prices for 2027 sailings start at about $6,700 for adults and $6,000 for kids under 12.
The U.S. You can get your fill of regional scenery and culture without going abroad. American Cruise Lines has "really good history and storytelling," Pearson says, adding that the local tour guides are deeply knowledgeable about the area and usually from families who have lived there for generations. If you really want to immerse yourself in nostalgic Americana, you can even travel via an old-fashioned paddle wheeler. (Don’t worry — the ships and all the amenities are modern.)
American Cruise Lines’ lower-Mississippi cruise attracts history and Civil War buffs. The eight-night cruise ferries travelers between New Orleans and Memphis, with many 2027 sailings starting between roughly $4,000 and $6,000.
Travelers with time on their hands can watch the scenery change from bayous to bluffs on a 22-night trip that covers the entire river, from New Orleans to St. Paul, Minn., on voyages from American or Viking. For 2027 sailings, per-person, double-occupancy fares start at roughly $16,000 for American and roughly $17,000 for Viking.
Another popular itinerary lets you follow in the footsteps of explorers Meriwether Lewis and William Clark in the Pacific Northwest via the Columbia and Snake rivers. An eight-night voyage on American starts at about $6,000 for most summer 2027 sailings.
The rest of the world. Seasoned river cruisers looking for adventures outside Europe or the U.S. have a growing number of options as river cruise companies add new destinations.
Mekong River cruises that wind through Vietnam and Cambodia often include an overland journey to Siem Reap and the temples of Angkor Wat, a UNESCO World Heritage site. "The Mekong is very, very well loved," Pearson says. "If people want a unique experience, that’s one to look at."
A 14-night voyage on Emerald Cruises & Tours also includes time in vibrant Ho Chi Minh City, traditional villages and tranquil temples. Many 2027 sailings start in the $5,000 range, and Emerald’s fares include gratuities.
Many of the cruises that traverse Egypt’s Nile River are land-water hybrid tours to incorporate visits to the Great Pyramids, the Great Sphinx of Giza, and Cairo’s historical sites and museums. Tauck’s nine-night journey includes a four-night Nile cruise highlighting ancient temples and monuments, as well as a private, after-hours visit to King Tutankhamun’s tomb.
Prices and dates for 2028 sailings have not been released yet; prices for 2027 sailings start at about $13,000, but they were recently sold out.
Colombia’s lush mountains and vibrant culture are the draw in AmaWaterways’ seven-night cruise along the Magdalena River. Passengers on this under-the-radar adventure begin their journey in colorful Cartagena and get to experience traditional music and dance, historic architecture, and lush countrysides.
Spring 2027 sailings begin around $4,000, with prices dropping in the warmer months.
Note: This item first appeared in Kiplinger Personal Finance Magazine, a monthly, trustworthy source of advice and guidance. Subscribe to help you make more money and keep more of the money you make here.
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