Avalon Waterways has highlighted its commitment to meeting the growing demand for personalization and choice through its guest-first philosophy.

The company said in a press release that it was building its river cruise model around personalization before flexibility became an industry trend.

According to Avalon, luxury in travel is being redefined: It is more about meaning and experiences that feel personal, with time well spent and the access and ability to explore destinations with ease in ways that reflect individual interests.

“Today’s definition of luxury is simple: relevance,” said Pam Hoffee, president of Avalon Waterways. “Travel feels more meaningful when it reflects who you are.”

“That’s why Avalon continues to infuse our itineraries with more choice, more flexibility and more ways to connect with the places our guests visit. We’ve always believed the best journeys feel personal. That’s why choice is part of our foundation instead of an add-on feature,” Hoffee added.

The company added that choice has become one of the clearest markers of a premium travel experience.

According to its recent Wish List Survey of nearly 10,000 travelers, 99 percent of cruisers say having a variety of shore excursions is important when selecting a river cruise.

As such, the company is providing guests with the opportunity to select how they want to experience each destination, with included Classic, Discovery and Active experiences, as well as opportunities for independent exploration through Avalon Choice Excursions.

Personalization is further reflected in its ships that are intentionally sized for fewer guests, as well as in excursions that naturally operate in smaller groups, the press release stated.

Avalon also builds flexibility into itineraries with on-your-own discoveries, complimentary bikes and e-bikes and the on-hand and on-the-go services of Adventure Hosts.

Avalon highlighted its boutique approach to river cruising, which encompasses smaller ships, fewer guests and more personalized experiences, work together to create a connected style of travel.