Brits aged 55-64 have been revealed as the age group most interested in taking a river cruise holiday, according to analysis of data from the ABTA. Almost half of the people in this age group showed interest, making them the group most likely to consider this type of trip.
The 2025-26 Holiday Habits report from ABTA surveyed 2,001 UK adults, and the data showed that 46% of people in the 55-64 age group were interested in river cruises. This was the highest percentage of any age group, with 25-34 year olds showing the least interest at 19%.
Both age groups swung away from the combined average, which stood at 27%.
“It’s interesting to see the difference in levels of intent when it comes to river cruises, and I think it speaks to the unique experience that people in that particular demographic would have a higher preference for it” said Greg Munford of Richardson’s.
“River cruises offer a relaxed journey where the pace and activities are up to you, giving a level of freedom to the trip that more structured tours and traditional cruises might lack.”
A survey conducted by Legal and General in 2025 showed that 62% of people over 55 had set aside money to fund travel in their retirement. This shows a demographic who are able to embark on new adventures, and who are actively considering what form those journeys could take.
Unlike ocean cruises, which see an increase in interest in the over 65 cohort, river cruises appeal to those who may wish to experience a more varied experience without the need for more complex logistics, changing time zones or the possible need to travel to a starting destination.
“The UK has around 5000 miles of navigable waterways, managed through a mixture of major organisations like the Canal & River Trust, and smaller organisations such as Broads Authority ensuring plenty of places for people to explore for years to come” said Greg.
“With waterways stretching the length and breadth of the UK, it means that this sort of journey is accessible for people from a huge amount of starting points, making river cruising a widely available way to enjoy the water.”
Richardson’s also assessed the number of river cruise and boat hire operators currently registered within the UK to see which area had the widest availability for people looking to partake in a river cruise experience.
They found that there were approximately 140 operators across the country, with the Norfolk Broads containing the highest concentration with 35 operators in total. The Thames Valley, with a long history of river tourism came second with 17 verifiable operators.
“It was no surprise to use that the Broads came in first” said Greg.
“The Broads covers around 125 miles of the UK’s total, but its connected nature and lack of locks to operate means it’s a hotspot for boating activity.”
“Similarly, the Thames coming in second makes perfect sense.”
“It’s packed with famous architecture on its banks, and stands out as a memorable river route to people in the UK, regardless of where they come from.”
Share