Blades whirled around at impressive speeds, showing off the sheer power of the wind. I was at a traditional windmill in Volendam, only about 30 minutes from the hustle and bustle of Amsterdam, but it felt worlds away.
Ton the miller was deftly showing off the inner workings of the still-functioning pumps, excitedly treating the group of passengers from the brand-new Trafalgar Verity to a detailed explanation of how this once-prominent staple of life in the Netherlands was preserved for real working use today.
The mill wasn’t fancy or full of tourist shops (or even a bathroom, really), but it was authentic. And by just being there, available as an option to book on Trafalgar’s Best of the Rhine and Amsterdam journeys, our visit was giving back to a community working to preserve a time-honored tradition.
That ethos of using tourism for good is at the heart of Trafalgar’s new river cruise itineraries, Melissa DaSilva, the deputy CEO and chief sales officer of TTC Tour Brands, told Luxury Travel Advisor.
“We as a company are putting money into the destination with the experiences that we're doing on land. And I think that that's really important,” DaSilva said. “To combat overtourism is to make tourism a benefit to the places you visit and for the people to understand that. So, if you can put money back into the local infrastructure, if you can put money back into locals who are running our experiences… that money is going directly into those families, into those communities so that they can protect ways of life.”
It’s also how DaSilva said the company ensures it isn’t oversaturating the market.
“Most of the places that we are visiting are going to be smaller towns and cities along the rivers,” she said. “So yes, we start from major gateways so that people can get in and get out, but then we generally will tend to be out of the larger gateways where places like Amsterdam or Venice are super overtouristed. But the other thing is that we do spend longer in port.”
She added: “It is a very appealing mode of transportation because you do get into the heart of the destination, you're not just sort of hitting a port for four hours and getting an ice cream at a giant terminal… you're not on the ship as the destination. It's just a beautiful hotel for you to go from point A to point B, and you get to unpack once.”
Launched from Amsterdam with room for 128 guests, the Trafalgar Verity sits as the first of the beloved tour company’s three ships. It will sail on 10-day voyages along the Rhine River with stops in small ports like Rüdesheim, known for its half-timbered houses and wine.
Formerly the Uniworld River Queen, the Verity has retained all the charming old-world touches left over from its previous life from rich upholstered wall coverings to vintage-style artwork, making it effortlessly chic. And while it only received a light refurbishment (think: replaced carpets and new mattresses), it is more than ready for guests save some light switches and charging outlets that could use updating. Half the crew was also brought over from Uniworld with everyone being trained by the same team that trains Uniworld staff.
On board, travelers won’t find white glove service and butlers. Instead, the vibe is more relaxed with casual gingham uniforms for the crew, buffet breakfasts and lunches, fun dance music in the evenings, and even raucous games where passengers have to guess which contestant is telling a true story and which is fibbing.
Each port has one included shore excursion with optional others available at an extra cost. Those include Trafalgar’s sustainable “Make Travel Matter” experiences and the company’s “Be My Guest” program, which brings travelers directly into people’s homes, wineries, and farms for an authentic connection.
The company also launched its second ship, the 128-passenger Trafalgar Reverie on the Danube — previously the Uniworld River Princess — offering 8-day trips covering four different countries. And next year, the Trafalgar Harmonie will enter the fleet, sailing along the Seine after it finishes under its current banner as the Uniworld River Duchess.
And Trafalgar isn’t done expanding. For 2028, the company said it plans to build two brand-new 180-guest ships, each a more modern option.
The product is already resonating with travelers: DaSilva said cruises are just over 60 percent sold for 2026. Rates for the current itineraries start at $2,849 per person for the company’s Best of the Rhine and Amsterdam trip and start at $3,699 per person for Best of the Danube journeys.
The vast majority of those sales have come from travel advisors, but they haven’t all been repeat Trafalgar customers. In fact, 65 percent of river cruise guests are new to the brand, DaSilva said.
Ultimately, she said Trafalgar expects the same types of guests to be interested in both land tours and river cruises, including multigenerational families (the minimum age to board is 5 years old).
“Very few people take the same type of vacation every year,” DaSilva said. “They don't take a guided tour every single year. So that's why river cruising was very appealing to us, because we were able to keep the guests within our ecosystem, so they might do a river cruise one year and a tour another year.”
In addition to individual trips, travel advisors are also able to charter the ships.
“I want travel advisors, in particular, to feel confident selling it,” DaSilva said, adding, “we're really there as a resource for whatever our advisory partners need in order to be successful.”
Why Advisors Should Book
- With its first ships, Trafalgar offers old-world elegance without traditional stuffiness, combining Uniworld-trained crew and polished decor with buffet breakfasts and lunches, fun dance music in the evenings, and more.
- Trafalgar offers a growing market since 65 percent of its river cruise guests so far are completely new to the brand, and families are welcome.
- Trafalgar offers online training and webinars in its agent’s portal along with the ability to collaborate on presentations for potential charters.
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