How river charterer Transcend is making inroads with tour operators

Travel Weekly

28-05-2025

Brinley Hineman
Transcend Cruises, which first positioned itself as a solution for the meetings and events market on European rivers, is also attracting tour operators to its charter-only model.
The brand designed its river cruise ships with the MICE market in mind, but it now says that land-based tour operator charters are already a sizable piece of its business.
Transcend has worked with LGBTQ operator Vacaya and UK-based Imagine Cruising. And it is in discussions with other operators for 2027 and 2028 charters, include those that specialize in niche tours.
"From the tour operator side, we identified at the very beginning that that was one of our audience segments," said chief revenue officer Kimberly Daley.
Other river cruise ships -- from Tauck, Amadeus River Cruises and Uniworld Boutique River Cruises, for example -- can also be chartered. But Daley, whose professional background includes roles at tour operators like Pleasant Holidays, Mountain Travel Sobek and Abercrombie & Kent, said that chartering with those lines can be difficult for tour operators due to the schedules those lines have to keep for their own itineraries.
But Transcend's partnership with Lindblad Expeditions through 2028 marks an important milestone. Transcend will operate two National Geographic-Lindblad Expeditions itineraries on the Rhine next year on Transcend's 120-passenger Connect, and both companies envision the partnership growing from there.
"A lot of what [Lindblad was] trying to achieve was an entry into a growing market and be able to differentiate themselves and enable the type of robust learning and engagement that they're known for," Daley said.
The partnership formed after Daley said she began outreach to operators, including Lindblad.
The Connect and Evolve will begin cruising next year. The ships can sail the Rhine, Danube and Main, but Transcend's goal is to grow its fleet to 10 to 12 ships on those rivers and other waterways.
Transcend allows a level of customization and flexibility that is enticing for operators and not commonly found on other lines, Daley said. The lodging is customizable, with the ability to convert cabins into suites. Partners fully plan their itineraries and excursions for up to seven-night sailings, which enables them to pick and choose what they want to highlight on their itineraries. The lower deck of the ships will have flexible space for wellness activities and a theater to support TED-talk style events.
For Lindblad, Daley said, the flexible spaces work for its National Geographic experts and other lecturers. The ability to craft the itinerary from scratch enabled it to create one itinerary focused on castles and another on medieval history.
Transcend hopes to be the "brand behind the brand," Daley added, ensuring its partner's branding is front and center with screens to reflect the partner's logo on the ship's exterior. Transcend is actively building partnerships with tour operators and travel agencies, and it anticipates more brands will come on board, but it has reported limited space for next year.
"Our goal is to enhance whichever brand is on our ship beyond what they've ever thought was possible," Daley said. "Our imagination is pretty much the limit, other than where the rivers can take us."