THE UK bosses of two major river cruise companies have predicted further growth in the sector on the back of unprecedented growth.

Viking River Cruises UK chairman Graham Clubb revealed that the company is looking to more than double its fleet from 21 to 50 vessels sailing on new waterways in five years time.

The planned expansion comes on the back of an 80 per cent rise in Travel Trade sales last year and plans for 2009 which include 'no-fly' cruises using Eurostar connections from London to serve vessels on the rivers Seine, Rhone and Rhine and more UK regional airport departures.

"There is a commitment to go forward in this market," he told the recent UK Cruise Convention in Southampton.

Stuart Perl, Managing Director of Peter Deilmann River and Ocean Cruising, took a similar line. He said: "We are looking at increasing the size of the fleet specifically because of the increase in demand from the UK market."

The company currently offers nine river cruise vessels and a single ocean-going cruise ship.

The number of UK travellers taking river cruises last year is estimated at 118,000, with Viking cruises costing an average of £2,200 per passenger and Peter Deilmann at £1,400 based on cruise-only rates.

The Viking River Cruises Chairman added: "If anything we will increase prices because there is a demand."

Meanwhile, a top cruise executive told the convention that cruise goers want advice and help from their travel agent rather than a discounted price.

Pieter ven der Schee, Head of Marketing for Princess Cruises said that travel agents should let cruise lines lead discounting rather than indulge in price cutting themselves.He said that good agents were paying their staff more as a result of their up-selling techniques.

He claimed that 7O per cent of potential cruise passengers were not looking for a discount but rather wanted assistance and advice.

"Some may be bargain hunters later on but many will be loyal to their agent," Mr van der Schee said.

He admitted that cruise goers like a deal but said cruise lines offering discounts at the launch of programmes were providing that option to customers.

"We are doing it for you. These discounts from the cruise lines are generating the interest, you don't have to do it any more," he said.

While he conceded that discounting was a fact of life, van der Schee urged agents to create their own packages and develop personal service to create successful businesses.