Transcend Cruises Redefines River Cruising for Groups

Charting the way for a new chapter in the evolution of European river cruising, this innovative cruise line offers a one-of-a-kind, group-exclusive product

Transcend Cruises, a charter-only river cruise line designed exclusively for groups, started operations in August 2023 with the Transcend Advance, a ship chartered from Riverside Luxury Cruises. She was the former Crystal Mahler, which Riverside had purchased from Crystal Cruises.

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Transcend Cruises has been operating successfully for the past 18 months, serving all sectors of the group market. A steel-cutting ceremony in Europe on December 5, 2024, commemorated the construction launch of its first new purpose-built river ship, which is scheduled to enter Rhine River service in 2026. A keel-laying ceremony followed on February 4, 2025.

The Story Behind Transcend Cruises

Matthew Shollar, founder and Chief Visionary Officer of Transcend Cruises, has more than two decades of experience in the luxury travel, hospitality and charter industries. He founded a travel company specializing in luxury charter cruises focused on immersive experiences for non-profit and corporate groups as well as for affluent travelers.

I recently sat down with Shollar to learn about the genesis of Transcend Cruises. He explained that there was a gap in the marketplace involving a customized charter product that fit with the growing demand for experiential group travel. So, he and his team of cruise industry veterans decided to fill the gap. Through a B2B model, Transcend is filling this void in the group cruise market by providing a new charter-only river cruising option exclusively for groups.

What Makes Transcend Cruises Unique

Utilizing feedback from buyers who specialize in the group travel market, Transcend Cruises decided to embark on designing a purpose-built ship for groups.

Shollar said, “We have infused the needs of groups into all aspects of the company. The ship has been designed and built with multiple venues to accommodate all participants with open sightlines and exceptional A/V support.  We have created more spacious and identical staterooms with sustainable and luxury appointments, providing the ultimate flexibility of product and service. It is not only exclusively group-focused but technology-driven and also the only river cruise ship that allows for and recommends customized branding by the charterer. There is no river ship – ocean vessel or hotel, for that matter – like the Transcend product.”

Transcend Cruises serves all sectors of the group market. These include meetings, incentives, events, tours and affinity groups. Transcend is actively partnering with leisure travel agencies and corporate agencies to sell charters to their clients.

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More About Transcend Cruises’ New Ship

The steel-cutting ceremony for the first ship was attended by key company and partner representatives, including Hans Rood, CEO of Transcend Cruises; Wouter Henstra, CCO of Den Breejen Shipyard; and Helena Sawelin, Partner  & Design/Sustainability Director of Tillberg Design of Sweden.

The ship will accommodate up to 120 guests in oversized, identical staterooms that can be converted in pairs to suites. This allows the charterer the flexibility of accommodating anywhere from 30 to 120 persons.

The new ship, as well as future Transcend ships, will offer customized spaces and services designed exclusively for the group market and for redefining the luxury group experience. The ships’ five separate public venues will accommodate all 120 guests and include the following:

• The Forum – A two-story amphitheater, the only one on the rivers, is able to accommodate all guests onboard. It is ideal for meetings, video productions, expert-led presentations, concerts, demonstrations, weddings and more.
• The Studio – On the first deck, the Studio is conveniently located next to the Charterer Office and its three staff cabins. This venue can accommodate different types of meetings and has 1,500 square feet of open configurable space along with having full A/V capabilities. The Studio can be used for a trade show, a command center, a yoga studio, a kids play area or even a storage area.
• Main Lounge
• Top Deck
• Restaurant

In addition, there are intimate breakout spaces for private groups up to 20 people.

Multiple Dining Venues Onboard

The main dining venue is the Restaurant on Deck 2 that accommodates all guests. The Aft Lounge near the spa facilities holds up to 20 guests, ideal for private dining, as well as morning wellness breakfasts and afternoon tapas. The Coffee Bar, open throughout the day, offers a variety of beverages, pastries and snacks. The Grille on the Top Deck is the place to go for a casual bite outside. Guests can also order room service at their leisure.

What Transcend Cruises Provides to Groups

Transcend Cruises has already had charters for milestone birthdays, multi-generational reunions and vow renewals.

Shollar said, “The benefits of working with Transcend Cruises are vast. Other than the product itself, our exceptional staff members onboard as well as in planning are trained to treat each charter, or event as we refer to them, as its own unique trip. Our crew is proactive in our approach to make each group experience one-of-a-kind.”

He continued, “We thrive in working with our clients on these personalized experiences. The benefit for them is working with a company with this specialized experience and mindset. Unlike other venues, we don’t charge for all the alterations that come with these types of customized events, as we believe it is part of the process to ensure their event is truly what they seek. Unless it’s something we can’t arrange onboard, it’s included.”

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Transcend Cruises’ Target Market

The target market is groups that have missed out on a customized trip and had to adapt to an off-the-shelf experience offered by a B2C river cruise operator. B2C operators must plan years out to secure all the details of a sailing, and most are able to offer only a very structured and predetermined itinerary.

Shollar said, “Specifically, we are answering the needs of MICE groups (Meetings, Incentives, Conferences and Exhibitions), corporate retreat groups, private events, tour operators/agencies and affinity travel groups.”

He added, “We are also global in nature. While North America is a key origin market, it is only one of many. As each trip is exclusive, we can adjust anything, including adding regional chefs, entertainers, technology needs and themes.”

Transcend Cruises’ Sustainability Initiatives

The new Transcend ship now under construction and future ships are being built with the most sustainable features. These include Stage 5 low-emission engines, a circular soft goods program and the denial of single-use products. Also, Transcend ships will feature slow travel to limit fuel consumption, state-of-the-art hybrid propulsion and a focus on under-touristed destinations.

Benefits of Working With Transcend Cruises

The benefits of working with Transcend Cruises are vast.  The itineraries are customized and designed by the person or organization that charters the ship, also known as the charterer.

Shollar said, “We provide charters from three nights to as many nights as they wish. And the charterer can start any day of the week and go point-to-point or round trip. Transcend Cruises is a proponent of low-impact travel and can create unique programs that avoid over-touristed areas. Charterers can choose to stay multiple nights in certain cities or even have a floating hotel experience dockside the entire time.”

He added, “Everything is customized from the logistics and inclusions of itineraries to the design and operation of shore experiences. Clients can choose to use their existing DMC partners or have us assist and design all their activities. The onboard experiences are matched to their specific program needs.”

Details on Chartering the Ship

When it comes to the logistics and costs of chartering the ship, Shollar explained, “We have a very simple contract with a rolling charter deposit schedule that enables first-mover charterers to sell-in to their cruise first. We are able to work with their needs in terms of a deposit schedule.”

Shollar added, “Imagination of the planner is what excites us. By working with Transcend, planners can choose to create experiences on their own, have us do all the planning or anything in between. It is a true collaboration.”

What Makes Transcend Cruises Stand Out

Shollar said, “There is not anything else like our blend of product and process for the group operator. Most companies – cruise and hotel – are focused on the B2C market. Thus groups are relegated to the ‘group department,’ whereas we are exclusively a ‘group company.’ These unique benefits are how we stand out.”

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By Cindy Bertram

Photos Courtesy of Transcend Cruises

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