Wednesday, November 12, 2025
In an exclusive interview with TTW, Sascha Gill, CEO of United Waterways, shares insights into the company’s growth and vision for the future. United Waterways, operating over 120 ships for 30+ brands, customizes its fleet to deliver tailored, high-quality cruise experiences. Gill discusses the company’s commitment to sustainability, with plans for dual-fuel ships and a goal of having 25% of its fleet net-zero by 2035. Emphasizing innovation, he also highlights the importance of digitalization in enhancing passenger experience and managing tourism flows. As the river cruise market grows, United Waterways is poised to lead with eco-friendly, personalized travel.
Sascha Gill, the CEO of United Waterways, has been at the helm of one of the most dynamic companies in the river cruise industry. United Waterways operates over 120 ships for more than 30 different brands, positioning themselves as a major player in the market. In an exclusive interview, Gill discusses the company’s journey, sustainability initiatives, and the future of river cruising.
The conversation highlights the company’s deep commitment to innovation, with a particular focus on sustainable travel solutions that align with growing industry demands and European regulations.
WTM (World Travel Market) 25 has proved to be a key platform for United Waterways, drawing attention from industry stakeholders worldwide. For the company, WTM is an essential annual event, where they showcase their services to the B2B market. According to Gill, United Waterways attends several fairs, including those in Asia and the United States, but the London event remains one of the most significant due to its industry-wide reach.
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This global reach is crucial for United Waterways, as they operate as a white-label operator. They provide the ships for other brands, allowing them to enter the river and cruise markets. By customizing each ship to fit the brand’s specific needs, from hospitality to shore excursions, United Waterways offers a unique platform for other brands to deliver authentic and tailored experiences.
“We study each brand, customise the ship, and adapt services to align with the brand’s identity,” explains Gill. This customisation extends beyond design, ensuring that the cruise experience mirrors what customers would expect from the brand in other parts of the world.
What sets United Waterways apart from competitors is their extensive operational capabilities. Operating 120 ships for over 30 different brands, they are not just a ship provider, but an integral part of the cruise experience. From ship design and operation to offering shore excursions and hospitality services, they take charge of the entire process.
This holistic approach enables them to maintain control over quality while tailoring each ship to meet the specific demands of the brand. This degree of customisation ensures that customers receive a consistent, high-quality experience no matter which company’s brand they are cruising under.
“By managing every aspect of the cruise experience, from design to execution, we ensure a unique and seamless product for every partner,” Gill affirms.
Sustainability is a critical aspect of United Waterways’ operation, and Sascha Gill doesn’t view it as just a passing trend. It’s a necessity. With European regulations like the Fit for 55 scheme aiming for a significant reduction in CO2 emissions by 2030, United Waterways is committed to being a part of the solution.
“We focus on building ships that are dual-fuel capable. Our new ships, coming out after 2028, will be powered by methanol and biofuels, in addition to electricity,” says Gill. This dual-fuel system will reduce carbon emissions significantly, making the ships more sustainable.
In addition to the new ships, the company is also working to retrofit its existing fleet. By 2035, United Waterways aims to have more than 25% of its fleet operating at net-zero emissions. This ambitious plan aligns with the EU’s broader sustainability goals and showcases United Waterways’ commitment to reducing their carbon footprint.
Another important aspect of United Waterways’ approach is their collaboration with local communities and government authorities. This collaboration focuses on managing tourism flows and ensuring that local residents are not overwhelmed by large tourist numbers. Gill explains that the company takes a proactive approach in ensuring that their cruises do not disrupt local life.
“By consulting with local cities, like Amsterdam and Vienna, we aim to determine the best times for tourists to visit, minimizing the impact on local residents. For example, we avoid scheduling tours during rush hours when people are commuting to work or school,” says Gill.
This initiative, referred to as ‘managed tourism’, allows United Waterways to control when and how tourists visit, ensuring a smoother and more respectful relationship between travelers and local communities.
United Waterways has also embraced digitalization to improve the customer experience and streamline operations. The company is now able to track the location of passengers with incredible accuracy, allowing them to manage itineraries more efficiently. This real-time tracking enables the company to adjust schedules, manage tour groups, and offer a more personalized experience for travelers.
Additionally, digital tools are being used to create smaller, more intimate groups, further enhancing the sustainability of their operations. Fewer passengers traveling together means reduced strain on local resources and a more enjoyable experience for everyone involved.
“Digitalization not only helps us manage resources better but also allows us to provide a more customized experience, which is crucial for maintaining high levels of customer satisfaction,” says Gill.
While the company operates primarily in Europe, they are increasingly attracting passengers from overseas markets. About 50% of their river cruise customers are from Europe, while the other half comes from global markets, including North America, Latin America, and Asia.
“We see a significant influx of cruise passengers from the US and Hispanic markets, and we’re seeing growing interest from Asia, including India. The river cruise market is expanding globally,” notes Gill.
The company’s global reach, combined with its tailored approach to cruising, is helping it solidify its position as a leader in the river cruise industry. As more international tourists look for sustainable and personalised travel experiences, United Waterways is poised to meet that demand with its innovative, eco-friendly approach.
Sascha Gill’s leadership at United Waterways has positioned the company as a pioneer in the river cruise industry. With a firm commitment to sustainability, digitalization, and collaboration with local communities, the company is setting new standards for what a responsible and innovative cruise experience can look like. As the global market for river cruising expands, United Waterways is ready to navigate new waters, bringing sustainable travel experiences to an ever-growing number of passengers.
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