“Real access”: Canadian travel advisors dive deep at ASTA’s River Cruise Expo, segment booms

For travel advisors looking to sharpen their expertise in one of the fastest-growing cruise segments, the ASTA River Cruise Expo has quickly become a must-attend event.

Hosted annually in a major European river cruise hub, this year’s edition from March 12-16 took place in Amsterdam, welcoming over 1,600 travel advisors and river cruise executives, featuring inspiring presentations and immersive ship experiences – all aimed at helping advisors sell more effectively and confidently.

ASTA is The American Society of Travel Advisors (the U.S. version of Canada’s ACTA, you could say), and this year marked the organization’s fifth River Cruise Expo.

And notably, more Canadian travel pros are getting on board.

Beyond the brochures

Ottawa-based advisor Sheila Gallant-Halloran of Lush Life Travel—returning for her second year—offers a compelling case for why the event is becoming essential for serious river cruise sellers.

“Last year in Vienna was a turning point for me,” Gallant-Halloran tells PAX, referring to last year’s expo. “I said then that it gave me a level of insight you simply can’t get from brochures or webinars and that’s exactly why I returned.”

“This year in Amsterdam, it was about going deeper, strengthening relationships, experiencing more, and continuing to refine how I match the right river experience to the right client.”

One of the Expo’s biggest advantages is direct, unfiltered access to decision-makers across the river cruise space.

Gallant-Halloran, a respected Virtuoso Cruise Icon, spent the week engaging with top executives from leading brands, including AmaWaterways, Uniworld, Riverside, Avalon, Tauck, and Viking—often in informal, candid settings.

“It’s the combination of product immersion, real access, and lived experience,” she says.

All about access

Access is a key word at ASTA’s River Cruise Expo. In between conversations with river cruise leaders, Gallant-Halloran was doing what she does best—experiencing the product exactly as her clients would.

She moved from ship to ship, comparing everything from suite layouts to service nuances, dining concepts to onboard programming.

She indulged in wine-pairing experiences and meals across multiple brands. She tested onboard features like laundry service, gyms, hallways, bathrooms, bedding, and even the style of French balconies across ships.

She experienced entertainment (like Viking’s ABBA and Oktoberfest-style events) firsthand and explored innovations like virtual reality cruise previews.

“That level of immersion is what allows me to truly understand—and explain—the differences,” she says.

Then there were the presentations.

From best-selling author Elizabeth Gilbert’s inspiring keynote to Uniworld’s Michelle Palma, VP, field sales for North America, bringing the brand’s butlers on stage, to Jennifer Halboth (CEO of Riverside Luxury Cruises) doing a Solid Gold-style dance number to Steve Spivak (VP, global sales and reservations at Tauck) singing Bohemian Rhapsody, moments weren’t just fun “they revealed the personality behind each brand,” Gallant-Halloran said.

By the end of the Expo, Gallant-Halloran had toured 16 river ships.

Among them, a few stood out—not just for their design, but for how clearly they spoke to different client profiles.

AmaSofia, AmaWaterways’ newest vessel, impressed with its balance and intuitive layout,

S.S. Emilie stood out as a bold, artistic new build, and Riverside Debussy delivered a refined, residential-style luxury experience anchored by exceptional cuisine, she said.

The takeaway reinforced a message she often shares with clients: “While the river is the same, the experience onboard is very different.”

That distinction is becoming increasingly important as the river cruise sector expands.

With new players entering the market (like Celebrity), more ships launching (like Trafalgar’s new river line), and brands carving out distinct identities, the role of the advisor is evolving from seller to strategist.

And Gallant-Halloran’s return to ASTA’s Expo this year also enforced a subtle but important shift: more Canadians travel advisors are levelling up.

“Last year in Vienna, I was the only Canadian advisor attending. This year, it was encouraging to see that presence growing,” she says.

Gallant-Halloran also wasn’t shy about letting delegates know what country she was from.  

“Wearing my Heated Rivalry jacket one day got a lot of comments from American advisors. It was a fun way to represent Canada,” she says.  

“A remarkable business investment”

For Barrie, ON-based Renee Blokzyl of Red Orchid Travel, attending this year’s ASTA River Cruise Expo was “luck of the draw.”

“It was my first time attending, but not for lack of trying,” she says. “It’s always sold out. I’ve been waitlisted in previous years, but this year, I got in. I’ve wanted to attend ever since I first heard about it.”  

Blokzyl also dove into a week of ship tours, making it nearly impossible to choose a favourite.

Still, a few stood out in unforgettable ways.

“The S.S. Emilie from Uniworld felt timeless, classic…as if you were stepping onto the Orient Express,” Blokzyl says.

In contrast, VIVA Cruises showcased a completely different vibe—bright, open, and modern with a seamless flow that made spaces feel connected and alive, she says.

Then there was AmaSofia, where Blokzyl experienced a truly special moment, attending the ship’s christening—an occasion that left a lasting impression and underscored the unique, behind-the-scenes opportunities the Expo provides travel advisors.

“The expo proved to be a remarkable business investment I feel will enhance my entire river cruise sales for the future,” she says. “It’s an awesome event with so many details. I’m still smiling.”

The days of brand recognition are over  

The ASTA River Cruise Expo is open to Canadian advisors—just as long as you’re an ASTA member and sell river cruises.

And while still a small group, Canada’s presence at the event signals an opportunity.

As river cruising becomes more sophisticated (and competitive), Canadian advisors who invest in this level of training are positioning themselves ahead of the curve.

“This is where I build the level of discernment my clients expect,” says Gallant-Halloran.

It’s not about knowing which ship has better décor or dining. It’s about understanding how every detail comes together, she says.

"It’s about how everything comes together to create a seamless experience,” she says

That level of discernment is especially valuable in a market that’s changing quickly.

Demand for river cruises is rising, particularly among well-travelled clients, Gallant-Halloran says, and trends are shifting toward wellness, solo, and active experiences.

There’s a movement to expand onto the Po River in Italy, says Gallant-Halloran.

Clients are also booking earlier, opting for higher-category accommodations, and increasingly looking for journeys that reflect their individual travel style, she says

“River cruising is becoming much more personalized,” she says.

And the evolution is only accelerating.

“The industry is moving toward helping clients travel their way—whether that’s active, cultural, wellness-focused, or purely relaxing,” Gallant-Halloran says. “The rivers haven’t changed, but the experiences on them absolutely have.”

For advisors, that presents both a challenge and an opportunity. The days of relying on brand recognition alone are over, says Gallant-Halloran.

“Just because you recognize a brand name doesn’t mean it’s the right fit for you,” she says.

Which is why she invests the time. “It’s to ensure my clients get the right experience, not just a well-known one,” she says.

ASTA’s 2027 River Cruise Expo will return to Vienna, Austria from March 10–14. Registration is open now. Click here for details.

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