Viva Cruises reports growth in under-60 market as it expands premium offering

Viva Cruises has reported growth in its under-60 customer base as the river cruise line expands its premium offering through its newly launched Viva Boutique brand.

Co-founder and chief executive Andrea Kruse said travellers between 50 and 59 are the company’s “fastest-growing” customer demographic, with shorter sailings and extended seasons, taking place for 11 months of the year, helping to attract younger guests.

She said: “There are some four-night cruises, for example, where we have an average age under 50.”

The line also reported increased demand for suites and premium onboard experiences, which led to the creation of Viva Boutique.

Kruse said: “We noticed that a lot of guests wanted to book our suites, so we wanted to create something more upscale with additional suite capacity and fewer guests.”

She added that launching a standalone premium brand had been more effective than incorporating more suites into Viva Cruises’ existing fleet.

Kruse said: “I think if we had launched ships with more suites and extra benefits as part of the existing Viva Cruises fleet, it wouldn’t have worked. The new Viva Boutique brand has a clear message and differentiation.”

The brand’s debut vessel, Viva Beyond, began its maiden season on May 10, sailing on the Seine from Paris.

Half of the ship’s 56 cabins are suites, which Kruse said was central to the brand’s premium offering.

Suite guests receive additional benefits, including priority boarding, preferred restaurant seating and an exclusive excursion on each sailing.

The line has also placed increased emphasis on culinary experiences as part of its upscale strategy.

Kruse said: “I think [culinary] is an important factor if you want [the offering] to be more upscale, and that’s certainly what we are with this product.”

A second Viva Boutique vessel, Viva Unique, is scheduled to launch in 2027 and will sail on Italy’s river Po.

The ship will carry 104 passengers and feature increased suite capacity as Viva Cruises continues to expand its boutique-focused offering.