For U.S. travelers looking for a unique and contemporary European river cruise experience, Van Loon Cruises is a new and exciting option. Launched in 2024, this Dutch-owned cruise line is making waves on the Rhine and Moselle rivers, offering a modern twist on traditional river cruising. While it’s still in its early stages, Van Loon Cruises is already attracting attention with its commitment to quality craftsmanship, modern design, and flexible itineraries.
Van Loon Cruises is the brainchild of Jasmijn van Loon and her father, Arjan. The duo comes from a long line of Dutch shipping entrepreneurs, with the family business Van Loon Shipping having a strong presence in tanker shipping on inland waterways in the Netherlands. This solid foundation in the maritime industry has given them a unique edge in the world of river cruising.
The cruise line’s flagship vessel, The Gentleman, debuted in 2024. With a capacity of just 172 passengers, this intimate ship offers an exclusive experience, which stands in contrast to the larger, more traditional river cruise ships that are common in Europe. But what sets The Gentleman apart isn’t just its size. It’s the ship’s contemporary, hotel-chic design that truly makes a statement.
Unlike the usual nautical or maritime themes commonly found in European river ships, The Gentleman draws inspiration from the world of high-end hotels. The interiors feature warm, inviting colors with beige, orange, and coral accents in the cabins. The public spaces are adorned with beautiful stone and wood details, giving the ship an upscale, cozy feel. The large suites are designed to provide guests with maximum comfort, creating a home away from home.
Van Loon Cruises prides itself on being a small, family-owned business, which allows for a level of flexibility and direct communication that larger companies may struggle to match. Jasmijn van Loon emphasizes that this personal touch is a key advantage for travelers.
“We can make quick decisions and communicate directly with our clients,” she explains. “When you speak with us, you’re speaking directly with the owners, which allows us to offer a more personalized experience.”
The flexibility extends to the itineraries as well. Van Loon Cruises has worked closely with tour operators to craft itineraries that offer something different from the standard European river cruise options. One standout example is a special Holland-Belgium itinerary that included a visit to an open-air concert in Maastricht by renowned Dutch violinist André Rieu. The ship docked just a short walk from the venue, allowing passengers to enjoy the concert without worrying about transportation logistics.
“We don’t have strict itineraries yet,” Jasmijn says. “We can customize our cruises to fit the needs and preferences of our guests, which gives us an edge in the market.”
In addition to its modern design and flexible approach, Van Loon Cruises is also focused on sustainability. The Gentleman has earned a prestigious gold-level Green Award, which recognizes ships for their efforts to minimize environmental impact through emissions control and other eco-friendly practices.
“This award allows us to dock in central locations, like Amsterdam’s city center, which is not possible for many other river cruise ships without the Green Award,” van Loon adds. Given that docking space on European rivers can be limited, this green certification is a significant advantage for Van Loon Cruises.
In 2026, Van Loon Cruises plans to expand its fleet with a second ship, The Nobleman, which will follow in the footsteps of The Gentleman in terms of design and quality. As the company continues to grow, it is actively marketing to U.S. travelers, having participated in key events like the ASTA River Cruise Week and USTOA conference. The line is hoping to attract U.S. tourists during full-ship charters that will take place in the coming years.
With its modern ships, flexible itineraries, and strong commitment to sustainability, Van Loon Cruises offers U.S. travelers an exciting new option for exploring Europe’s stunning rivers in style and comfort.
