The over-55s specialist operator is offering seven trips in 2021 – four itineraries with a cultural and historic focus, and three Walk and Discover holidays, designed to showcase the UK’s famed beauty spots which can best be appreciated on foot. 

Destinations include Cornwall, Norfolk, the Lake District, North Yorkshire, North Wales, Northern Ireland, and the Scottish Highlands and Skye and prices for the five-day itineraries lead in from £499, with departures between March and October.

Each tour is capped at 25 guests and customers will stay in four-star hotels chosen to reflect the personality of the area.

Riviera’s head of strategy and innovation, Will Sarson, said the company had conducted customer research over the past few months “to understand exactly how holiday needs have changed” for its target market. 

“One of the most common suggestions was the desire to explore the UK. In fact, 65% of our customers told us that they would love to explore Britain with us, with almost 50% saying they plan to book a UK holiday in 2021,” he said.

Riviera research also showed that 66% of guests would prefer to drive themselves to the start point of a holiday. 

Following that insight, trips are being offered on a “tour only” basis, to give customers the flexibility to travel how they choose.

To cater for the more than 50% who would prefer to arrive by train or private transfer, Riviera is also launching a new Travel Concierge service, helping to make “bespoke travel arrangements” to suit each guest. 

This service will be available across Riviera’s full range of cruises and tours.