VIDEO: What’s it like on board Trafalgar’s river ships? PAX joins TTC Tour Brands’ Melissa DaSilva on the Rhine

Demand is proving to be a powerful current in the evolution of guided travel – and it’s what ultimately propelled Trafalgar into launching a new river cruise division on Europe’s iconic waterways.

Aboard the newly-introduced Trafalgar Verity, a 128-passenger river ship that was docked in Amsterdam for a preview sailing from April 10–12, Melissa DaSilva, deputy CEO and chief sales officer at TTC Tour Brands, explained how what began as a test has quickly grown into a major strategic expansion.

Uniworld (an ultra-luxe, all-inclusive river brand that’s also part of TTC), was looking to retire some of their ships, DaSilva explained during a Q&A with media on Saturday (April 13).  

“We saw that as an opportunity for us to, in a low risk way, prove a proof of concept as to whether or not river cruising would be successful for Trafalgar,” DaSilva said.

READ MORE: On Location: “The demand was clear”: Trafalgar debuts river cruises with Trafalgar Verity in Amsterdam

Originally, the plan was to start with two ships, but it “quickly snowballed into a much larger business case for the organization because there was such high demand for it,” she said.

That demand was clear in Trafalgar’s research: while just 17 per cent of its past guests had taken a river cruise, a striking 74 per cent said they would be very likely to try one if given the option.

Strong interest from both travellers and advisors quickly turned into a five-year growth plan.

Flexibility & value

As previously reported, the Trafalgar Verity (formally Uniworld’s River Queen, built in 1999) will sail 10-day Rhine itineraries from Arnhem, about an hour from Amsterdam, while Trafalgar Reverie (once the River Princess) will offer eight-day itineraries on the Danube.

Stops aboard Verity, in the Rhine, include Cologne, Koblenz, Strasbourg and Basel, blending major cultural centres with smaller riverside towns.

To deepen the experience, all guests receive a two-night pre-cruise stay in Amsterdam, ensuring time to fully explore the Dutch capital before boarding.

That sense of immersion is central to Trafalgar’s approach.

“Uniworld is a luxury, all inclusive, very sophisticated product… While Trafalgar is meant to be more accessible. It’s at a price point that our customers can afford,” DaSilva explained. “We are not including things like premium liquor…There are no butlers or sommeliers.”

Instead, Trafalgar focuses on flexibility and value: buffet breakfasts and lunches, à la carte dinners, beer and wine with meals, self-service laundry, Wi-Fi and gratuities are included, while premium drinks and some shore excursions remain optional.

The onboard atmosphere reflects a more relaxed positioning. Staff swap formal uniforms for checkered shirts and red suspenders, creating a casual, social vibe.

Still, service remains a priority. “The beauty of being in The Travel Corporation and being connected with a brand like Uniworld is that you can expect that same level of impeccable service,” DaSilva said.

Which is true: the crew are happy, engaged and absolutely phenomenal.

Trafalgar sailings, notably, come with Experience Managers and Directors (as opposed to one cruise director) who are available to help guests make the most of their time on shore.

Dividing up responsibilities, between two people, allows guests to have “more facetime with the crew themselves,” explained Maddy Schuerz, Verity’s experience director.

“And it gives us more opportunities to get to know the guests,” she said.

Verity’s preview offered a glimpse into the onboard experience, hosting travel advisors (including some from Canada) who sampled the ship’s culinary offerings and entertainment.

Some of the activations that were arranged for the preview included live performances—a ballerina and juggler—to interactive fun like a fashion sketch artist and games such as “Tall Tales and True Travels,” inspired by the classic “Liar’s Club.”

The goal, DaSilva noted, is to create an environment that encourages guests to gather, connect and enjoy shared moments.

“We want things to be fun and interactive. We want people to feel like there's a reason to come down to the lounge and socialize and hang out with other people,” she said.

True to Trafalgar’s roots, the experience extends well beyond the ship through its hallmark “Be My Guest” and “Make Travel Matter” excursions.

For the preview, guests visited Brasserie De Waegh in Monnickendam, an historic Mediterranean-influenced restaurant, for a “Be My Guest” dining experience.

 A second group the opportunity to visit a family dairy farm in the Holland countryside. 

For Make Travel Matter, they met “Ton the miller,” who demonstrated the workings of a traditional Dutch windmill originally established in 1649 to drain the Katwoude Polder, in Volendam.  

These experiences, DaSilva emphasized, are about more than sightseeing – they are about sustaining local communities.

“When we do a Be My Guest experience, or Make Travel Matter, that money is going directly into those families and communities,” she said. “I think that's a good news story for us.”

"A less stressful way to travel"

River cruising itself continues to surge in popularity, and DaSilva attributes that to its ease and intimacy.

“It’s a very appealing mode of transportation. You get into the heart of the destination. You’re not just hitting a port for four hours and getting an ice cream at a giant terminal,” she said. “It’s a beautiful floating hotel, you get to unpack once. It is a less stressful way to travel.”

Concerns about overtourism, she added, are mitigated by the scale of river ships.

With roughly 120 to 180 passengers, river ships are far smaller than ocean vessels, and most river traffic is actually cargo, she said.

Trafalgar also emphasizes visits to smaller towns, helping distribute tourism more evenly.

Early booking trends suggest the concept is resonating. About 35 per cent of inaugural guests are repeat Trafalgar travellers, while 65 per cent are new to the brand—many booking through travel advisors, who account for nearly 80 per cent of sales.

“This is definitely a good option for first-time cruisers,” said Ontario-based Michelle Owens of Marlin Travel Branford, who has already booked two clients on separate voyages this spring.

To boost trade engagement, Trafalgar currently has a 60 per cent off travel advisor rate across select 2026 European river cruise sailings.

Down the river

Looking ahead, Trafalgar is already planning expansion.

A third ship Trafalgar Harmonie (formally Uniworld’s River Duchess) will launch on the Seine in 2027, followed by custom-built vessels in 2028 and 2029 designed specifically for the brand, with a focus on contemporary design and spaces for families and multi-generational travel. Themed cruises are also under consideration.

The goal, DaSilva said, is for Trafalgar’s river cruising division to account for 20 per cent of the brand’s portfolio business.  

But for now, success is defined simply.

“We want a flawless operation,” DaSilva said. “We want people coming off the ship, sharing the word to their friends, their family. And we want travel advisors to feel confident selling it.”

What’s it like to sail with Trafalgar River Cruises? Watch our interview with TTC Tour Brands’ Melissa DaSilva – filmed aboard the Trafalgar Verity in Amsterdam!

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