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The river cruise market is experiencing a notable shift, with several travel brands venturing into this space by chartering existing river cruise ships. This trend is poised to boost demand without increasing supply, as these brands leverage their established traveler databases to market their river cruise offerings.

1. A prominent travel brand is chartering numerous European sailings for 2026, up from previous years. This expansion includes new itineraries, attracting first-time and family travelers who are not the typical river cruise consumers.
2. A land tour operator is set to expand into European river cruising next year, chartering ships from a sister brand. This move involves renaming older vessels and offering lower price points, potentially reducing competition in the market.
3. A luxury hotel brand announced plans to offer river cruises on the Nile, chartering a ship for itineraries starting in late 2026. This entry into the river cruise market contrasts with other luxury brands building new ocean cruise ships.
4. Another expedition brand will charter a European rivership to offer its first river product in Europe, marking a multi-year arrangement.

These developments by major travel brands are expected to drive river passenger demand, enhancing the appeal of river cruising without adding new ships to the market.