Gordon Brothers Launch Own River Cruise Fleet Amid Industry Challenges
After decades of selling river cruises to Israeli and international customers, siblings Shiri Gordon, 47, and Guy Gordon, 39, shifted their business model in 2023. Instead of marketing cruises operated by foreign companies, they began leasing riverboats and running them independently under their own brand, "Gordon." This move was driven by their desire for full operational control over the cruise experience, from content to crew, rather than being limited by external service providers.
Building a river cruise ship from scratch costs 35-40 million euros, affordable only to giants like Royal Caribbean. Instead, the Gordons lease vessels for 5-10 years, investing in refurbishments and branding to create a distinct international product without Hebrew signage. Currently, they operate ships on the Rhine, Danube, Portugal, France, and Vietnam, with plans to expand to the Amazon. Their fleet includes two ships leased for two years and four others on shorter leases.
River cruises differ from ocean cruises by being smaller, typically hosting 70-80 rooms and about 120 passengers, docking in city centers and offering scenic views of Europe’s landscapes. Their clientele mainly consists of seniors aged 60-70+, including Israelis, American Christians, Russian and Spanish speakers. A typical week-long European cruise costs around 3,500 euros per person, including flights, full board, and tips.
The Gordons faced significant challenges due to geopolitical events. The October 7, 2023, conflict halted their flagship Nile cruises because of disrupted flights to Cairo, and the ongoing war has complicated travel and business operations. Despite initial global partner support, patience has waned over two and a half years. They emphasize the business nature of their relationships and the need for resilience amid uncertainty.
Looking ahead, the Gordons plan to expand internationally, with several deals underway to grow their fleet over the next three to four years. They also recently partnered with an American company building technologically advanced riverboats designed for conferences and events, featuring 60 suites and meeting spaces. The first of these ships will launch in Europe in August, with plans for up to ten vessels backed by major real estate and hospitality investors. This innovative concept is gaining traction globally but remains new to Israel.
