Industry growth and high service standards are collectively promising great things for the river cruise world, travel advisors told Cruise Industry News in the 2026 European River Cruise Market Report.

Booking trends are looking significantly positive, with friend and family groups becoming more prominent, with bookings made further in advance. Still, guests are aware of the value that is included in the package and will plan ahead.

Christmas markets are popular, culinary is always a priority and guests look for direct flights. The average preferred cruise length is a week, advisors noted. They also show strong loyalty to their favorite brands and loyalty programs.

As for where guests want to go, the Danube and Rhine as the classic favorites. New-to-cruise passengers tend to go with

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