Marilyn G. Conroy, who serves as the Executive Vice President of Sales and Marketing North America at Riviera River Cruises, a British company with 40 years of experience in the industry, is the leading river cruise operator in the United Kingdom. They launched the river cruise product in North America five years ago and have a dedicated sales team across the region. Riviera is known for its 12 beautiful modern ships providing excellent service, modern and spacious accommodations, sumptuous onboard meals, and exciting excursions, all at an affordable price. With complimentary wi-fi and a superior drinks package, they offer a wide variety of itineraries on European rivers and guarantee customer satisfaction, offering a full refund if guests are not happy by the second day of their cruise.
They entered the North American market with a less-encompassing product. Now, they included lunch and dinner drinks package, an open bar from 6 to midnight, more shore excursions, and on-board entertainment. Moreover, some of their cruises are themed, such as food and wine, history, music, art, nature, and wellness. Marilyn always prioritizes special interest groups; thus, they offer one free bed for every seven beds sold, and the eighth bed is free. They help travel partners organize groups with cruise nights and webinars. Since booking directly with them does not save the guest financially, they always recommend that the guest use a trusted travel partner. Marilyn does not think any other cruise line does that!
North Americans demand a "deal," so Riviera bases their business on launching their itineraries and offering a financial benefit for booking early. The closer they get to the departure, the lower the discount. Marilyn says they don't discount at the last minute, so they reward early bookers. Riviera's price-value promise is promoted through travel partners. Instead of advertising on TV or in print, this raises cruise ticket prices. They also prioritize solo travelers, a fast-growing market. Marilyn estimates that 60% of Americans over 65 are single, either by design or circumstance, or with this in mind, they offer a few cabins on every departure at 25% single supplement, although they are the only company with approximately 14 annual departures without a supplement across all grades. These trips are ideal for clients who wish to cruise "alone together!"
When it comes to Marilyn's leadership style, it focuses on supporting the sales team and leading by example in developing the market through collaborations and fundraising. She believes in working closely with the sales team to generate business in their specific region. The company's small size allows for a close team that is knowledgeable about the ships, standards, itineraries, and ports. Guest satisfaction is a top priority, and everyone understands that providing excellent service is crucial for success. The UK headquarters has a dedicated reservations team that is well-informed and able to respond to customer needs. Marilyn believes in natural cooperation but also incentivizes employees to work towards company goals within budget. She believes that rewards for meeting goals should be shared among all employees, regardless of their position.
In order to stay competitive, the company stays updated on promotions and sales webinars through various sources, such as their travel partners, trade magazines, and their own website. They prioritize delivering the best value for their customers, not just the lowest price. Customers can book 24/7 online or call the reservation department for assistance. The reservation team is known for their patience and understanding when discussing itineraries and other details. The company believes they offer a better experience than their competitors by adjusting their itineraries. For instance, they start their Rhine cruises from Cologne instead of Amsterdam, allowing for more time in Basil and a full-day tour of the Alps. Their cruises cover the Douro, Dutch canals, Rhone, Soane, Seine, Moselle, Rhine, Main, and Danube to the Black Sea, except for the Douro. Their Douro ships include Splendor, Elegance, and the Porto Mirante, launching on June 11.
According to Marilyn, it is challenging to stand out from competitors in the river cruise industry. Unlike ocean cruises, which have a wide range of sizes and features, river boats are restricted in size due to the locks they have to pass through. The longest river boat, measuring 433 feet, must differentiate itself through factors such as food, service, itinerary, and, to a lesser extent, features such as beauty salons and gym facilities. Not all river boats have the same amenities, like plunge pools or mini golf putting greens. Riviera offers beautiful boats, spacious, well-appointed rooms, delicious meals, and great service at a competitive price. With the exception of the three ships on the Douro, all of their ships are named after British authors William Wordsworth, Emily Bronte, Oscar Wilde, Thomas Hardy, Geoffrey Chaucer, George Elliott, Jane Austin, Lord Byron, and William Shakespeare.
In 2025, two new ships will be introduced into Europe's rivers. These ships will have a split-level bar and restaurant, as well as a third restaurant. They will be named Riviera Radiance and Riviera Rose to improve the company's marketing. To meet customer demand, the company will offer more themed cruises. Currently, they offer cruises ranging from 4 to 29 nights, but they will now provide longer options. Customers will also receive early booking incentives, starting with significant price reductions that decrease as the departure date draws near. At the end of the day, Riviera stands out for its combination of affordable prices and innovative itineraries!
At River Cruises, it's very difficult to differentiate yourself from the competition. Ocean cruises come in all sizes, from 100 passengers to now 7,000 passengers, with all sorts of features, such as rock-climbing walls, ice skating, etc. We have length and width restrictions on river boats because of the locks we must pass through. The longest boat is 433 feet. We have to differentiate ourselves with our on-board food, service, staff itineraries, and, to a lesser extent, the included amenities of a beauty salon and gym. Steam/massage room. Water elements such as a plunge pool, jacuzzi, and mini golf putt green are not all river boats that offer these features.
Marilyn G. Conroy
Executive Vice President Sales & Marketing North America
Riviera River Cruises
Riviera River Cruises, the UK's leading river cruise operator with over 40 years of experience is bringing its highly-rated 5-star product to the US market.