Phil Hullah (CEO Riviera Travel) talks to Travelbiz

Phil Hullah (CEO Riviera Travel) talks to Travelbiz.

As Riviera Travel celebrates 41 years in business, Phil Hullah took time out of his busy schedule to talk to Travelbiz about how the business has evolved with their Investment in Ireland delivering exceptional value with more flexible and personalised experiences for the Irish customer.

Riviera celebrates

41 years in business this year what are the most significant changes you have seen over the past five years in the river cruising market?

“As Riviera celebrates 41 years in business, it’s clear that the river cruising market has evolved significantly, particularly over the past five years. One of the most notable shifts has been the rise in demand for more flexible, personalised experiences. Travellers are no longer content with a one-size-fits-all itinerary; they’re looking for more tailored shore excursions, extended stays, and real cultural immersion, without sacrificing comfort or value. Riviera has the youngest fleet in Europe and as such the quality of the ship has also evolved. The new ships feature smart cabin layouts, eco-efficient engineering, and modern amenities that align perfectly with evolving traveller expectations, with all the latest innovations in comfort, design, and technology. River cruising has proven remarkably resilient and adaptable, and that’s something Riviera, with its long-standing reputation and guest-first approach, continues to demonstrate impressively.”

Riviera commitment to the Irish Travel Trade

Every sector competition arrives in greater volumes every year and here in Ireland the River Cruising market has seen significant growth and the presence of new operators over the past number of years. What is the single biggest Unique selling Point Riviera has above the rest?

“Like every sector, competition in river cruising continues to grow, and here in Ireland, we’ve seen a notable rise in new operators entering the market. But Riviera’s standout unique selling point remains its exceptional value without compromise and 41 years of experience.

Our modern, beautifully designed ships offer all the latest features, yet at a consistently competitive price. Our Price Promise ensures that guests always get the best possible fare with no hidden costs or artificial discounts, giving both customers and agents confidence from the start.

What further sets us apart is our strong and growing commitment to the Irish trade. The recent appointment of Carrie Day as our dedicated Country Manager for Ireland underscores our long-term investment in this market. Her role is centred around building meaningful trade relationships and making life simpler for agents, with improved support, streamlined tools, and more accessible information to help drive sales. She will be overseen by Vicky Billing who is now Director of Trade and Partnerships following a recent promotion and will be taking an active role in Ireland.

We’re focused on a clear growth strategy: increasing regional connectivity to make joining a Riviera cruise easier for more people across the island, while also expanding our breadth of product, introducing new itineraries and experiences to appeal to a wider customer base.

In short, Riviera offers trusted quality, transparent pricing, and unmatched trade support making us not only the smart choice for customers, but a true easy to work with partner for the Irish travel trade.”

Riviera delivers the personal experience.

How has the extensions to selected European river cruises been received and maximum group size reductions with clients?

“The extensions to selected European river cruises have been incredibly well received by clients and we’ve seen an increase. Many travellers are looking to make the most of their time away, so the ability to add a seamless land extension has proven hugely appealing. It allows guests to enjoy a more immersive experience without the stress of coordinating additional travel themselves. The feedback has been very positive, especially from those who want a bit more of a relaxed pace.

At the same time, our decision to reduce the maximum group size on shore excursions has made a noticeable impact on guest satisfaction. Smaller groups allow for a more personal and flexible experience, whether it’s easier interaction with guides, quicker access to sites, or simply more space to explore in comfort. Clients have commented on how much more connected and relaxed the excursions feel, and it’s a change that’s been consistently praised.

Together, these enhancements reflect our commitment to listening to our guests and continuously improving the experience. This adds real value in ways that matter to today’s traveller.”

Riviera Solo Traveller growth.

Have you enjoyed an increase in solo travellers and why?

“Yes, we have seen a significant increase in solo travellers and it’s no surprise given how much the perception of solo travel has evolved. There are no taboos anymore around travelling alone. Many solo travellers today aren’t necessarily people who don’t have a partner; often, they simply have different interests or want to explore independently. This shift has contributed to a broad upswing in demand across the entire river cruising market.

At Riviera Travel, we’re especially proud of our long-standing commitment to solo travellers. We were actually the first river cruise line to offer regular, exclusive full-ship solo cruises, with ten itineraries available across France, Germany, Switzerland, Portugal, Austria, and Hungary. This pioneering approach has resonated strongly with guests, both new and repeat.

We understand that travelling solo can sometimes feel daunting, so it’s been essential to foster a welcoming, inclusive onboard atmosphere where like-minded people can connect and enjoy shared experiences.

Moreover, we’ve carefully reviewed our solo guest costings to ensure they are transparent, flexible, and fair. We also guarantee price parity for bookings made through the trade so agents can be confident their clients receive the same competitive pricing as direct bookings.

Overall, our goal is to make solo river cruising accessible, enjoyable, and truly special for every guest.”

Riviera river cruising is a vibrant evolving travel style for the young at heart, typically 60+, but more energetic, open-minded, and experience-hungry than ever.”

Dispelling the demographic myth is always a tough ask within B2B and B2C environments. If there was one message that you could give to dispel that belief what would that be?

“Dispelling the demographic myth around river cruising is definitely a challenge, but if there’s one key message I always share, it’s this: while the average age of our river cruise customers is still around 60, that number no longer means what it used to. Today’s 60-year-olds are more like the 40-year-olds of a generation ago — active, curious, often escaping grandparenting duties, and absolutely up for an adventure.

I often tell agents to think of river cruising like ocean cruising was 15 years ago. Back then, it was seen as the domain of older travellers — but today, ocean cruises attract multi-generational families with lots of older children wanting to travel with parents, a new trend we’ve seen evolve. River cruising is following a similar path, and Riviera is proud to be at the forefront of that evolution.

So instead of seeing river cruising as an “older person’s holiday,” it’s time to see it for what it is: a vibrant, evolving travel style for the young at heart, typically 60+, but more energetic, open-minded, and experience-hungry than ever.”