In Good Company: Michelle Rodriguez Suarez on Saying Yes, Starting Over, & Showing Up for What Matters

This week: Michelle Rodriguez Suarez, Global Head of Sales at Riverside Luxury Cruises

Michelle Rodriguez Suarez came to Riverside at the very beginning, with a clear vision and a long track record of trust behind her. Before the ships were sailing, and before the website was live, she was already securing global partnerships and booking charters.

She’s built Riverside’s presence across North America, Latin America, Asia, and now India, one relationship at a time. And while her title says sales, her work touches every part of the experience.

In this edition of In Good Company, Michelle shares how she helped launch one of the industry’s boldest new brands, the relationships that made it possible, and how Michelle brings a level of care and commitment that planners remember.

Riverside entered the market with big ambitions. What was the moment you knew this brand was going to be different?

I knew Riverside was going to be different from the moment I received that first call from Jennifer Halboth. She invited me to help build something from the ground up—not just join a brand, but shape it. That conversation led to a meeting with our chairman, Mr. Gregor Gerlach, who offered me the opportunity to lead sales for North America & Canada. I accepted, knowing I was stepping into something that had the potential to redefine river cruising.

But I also gave myself an extra mission—something that wasn’t part of the job description. I saw an opportunity to expand Riverside’s reach beyond North America and proposed taking on the international market as well. With the support of Jennifer and Mr. Gerlach, I began bringing in key global partners from not only the US & Canada but also LATAM, ASIA, and eventually India. These were not just professional contacts—they were trusted relationships I had built over many years. And they said yes. They believed in me and in what Riverside stood for.

That moment of clarity and commitment was solidified when I stepped foot on board the Mozart. I had admired the Crystal Mozart for years—her design, her legacy, her elegance. Being on that ship in 2022, with the original team—Hotel Director Sonia Gruber, Executive Chef Johannes Bär, Captain Bujan Bella, Christian Mondaca—felt like coming home. They were the heart and soul of river cruising, and now they were part of Riverside. We were building something extraordinary, together.

What made it even more meaningful was knowing that the Gerlach family had brought back over 80% of the original Crystal team. These were the faces that travelers around the world trusted and remembered—and now we had a chance to carry that legacy forward in a way that felt even more intentional, elevated, and deeply personal.

To have been one of the first, to help lead and shape this vision, to be part of a team that believed in honoring both history and innovation—that’s when I knew. Riverside wasn’t just entering the market. We were transforming it.

What part of building Riverside's MICE strategy has felt the most personal or creatively fulfilling for you?

The MICE strategy has felt deeply personal to me—because it began with trust. Before Riverside even launched, I had already been working with Excelencia en Cruceros from Mexico. They were longtime partners and top producers for the Mozart during the Crystal era, so when we began shaping Riverside, there was already history, mutual respect, and alignment.

What made it truly meaningful was that they didn’t wait to see how the market responded—they reached out. They believed in what we were building before the world had even seen it. And when they confirmed that first charter, it wasn’t just business—it was a powerful affirmation that Riverside was stepping into something greater.

That moment set the tone for how we’ve grown the MICE strategy—through real relationships, earned trust, and creative collaboration. For me, this isn’t just about logistics or bookings. It’s about crafting experiences with intention—journeys that elevate brands, honor guests, and create emotional impact.

That’s been the most creatively fulfilling part: building something from the heart, grounded in legacy, and designed to inspire.

You've worked with incentive clients at many levels. What's one experience Riverside offers that you believe truly shifts the guest mindset?

It’s not one single thing—it’s the way Riverside brings everything together with thought, intention, and soul. That’s what shifts the guest mindset from traveling to feeling truly seen.

It could be an exclusive evening at the Belvedere Palace, with champagne in hand and a private orchestra playing under the chandeliers. Or a visit to Domaine de Panery in Avignon for an intimate wine and olive oil tasting—something only Riverside guests have access to. These are not excursions—they’re memories in the making.

But the experience that leaves people speechless is often our Vintage Room. This is more than dining—it’s a fully orchestrated, white-glove culinary event. You're welcomed with Dom Pérignon, seated in an elegant private room where everything—from the music to the lighting to the plating—is designed around you.

Over the course of two to three hours (and often longer), guests are taken on a journey: guided by our sommelier, served by a dedicated team, and introduced personally to our executive chef and pastry chef. It’s not just dinner—it’s a performance of taste, service, and detail. Menus are never repeated and always tailored—from smoked morel risotto to slow-roasted duck breast, veal tartare, and signature desserts like pistachio truffon and honey sorbet.

I always tell my clients: you and the team create the moment together. And that’s what makes it unforgettable. Every time I’ve been in that room—whether hosting or observing—it’s been over-the-top, talked about, and remembered. And that’s what Riverside does best: we create space for connection, intimacy, and experiences that truly stay with you.

Think back to a time in your career when you had to make a bold decision. What did it teach you?

One of the boldest decisions I’ve ever made was choosing to start over—again. Not because I had to, but because I believed in what was possible. I had already helped launch a company before—leading sales in North America, building international markets, and pouring my heart into its growth. So when I made the decision to begin again with Riverside, I did it with purpose.

And I’ll be honest—not everyone believed in me. Not everyone believed in the brand. There were whispers, warnings, and hesitation. I heard it all. But what mattered most were the ones who did believe. The partners who stood beside me from day one. The ones who trusted not only me, but the vision I brought to them. Those are the people I work with. The ones who stay when it’s uncertain, who show up when you're building something from the ground up.

That vision also included expanding Riverside’s global reach through strategic media and influencer partnerships—something I knew would be bold but necessary. Early on, I brought in trusted partners I had cultivated over the years. From traveling with Danella Richard, who now showcases Riverside across international television networks, to Bill Panoff, whose show is featured on Amazon Prime, these relationships elevated our visibility in powerful ways. The best part I personally hosted them.

I also invited Scott Eddy, one of the world’s top hospitality influencers, and Chris Warren, a globally renowned photographer whose lens captures the essence of luxury travel. These were not just collaborations—they were intentional moves to place Riverside where it belongs: on the world stage.

One partnership especially close to my heart is with Patricio de la Sota of Interexpress in Chile. Not only was his family among the top producers for Crystal Cruises, they also founded the long-running television program El Crucero, which has been on air since the 1990s and is respected across South America. It brought me great joy to bring their team to France and have them experience Riverside firsthand—marking the start of a new chapter in our shared story. Filming France and brining it to LATAM.

With full support from Mr. Gerlach and Jennifer, we brought something extraordinary to life. That’s the kind of bold move that defines this journey—and one I’ll always be proud of.

And that’s the thing—I didn’t start from scratch. I started from experience. From over 26 years of partnerships, trust, and resilience. I knew how to lead, how to pivot, how to grow—and I brought that into Riverside with everything I had. Today, I can proudly say we’ve built something exceptional—across the U.S., Canada, Latin America, Asia, and now India coming next!

You've built strong relationships with planners. What's one connection that's meant the most to you and why?

I wish I could say it’s just one connection—but the truth is, I’ve been fortunate to build meaningful relationships with partners across the world. From the U.S. and Canada to Mexico, Chile, Panama, Singapore, Taiwan, and Malaysia—each one has played a role in the journey. These are the people who’ve trusted me, opened doors, and stood beside me when it mattered most.

But I have to acknowledge you, Nataly Horan—because in this industry, you know who’s real. And you are one of those people. I’m proud to not only call you a trusted partner but a true friend. We’ve shared heartfelt conversations, aligned visions, and many glasses of rosé—sailing through the Mediterranean earlier this year, through France, Italy, and Spain… and of course, the Rhine last year.

Now, as we prepare to sail together once again—this time through the Christmas markets—it feels like the perfect next chapter.

Partnerships like this go beyond business. They’re about choosing the right people to grow with—through new seasons, bold decisions, and evolving dreams. When trust, respect, and shared values are present, it becomes something lasting. Something powerful.

These are the relationships you want beside you. And I’m deeply grateful every day for people like you, Nataly. I look forward to continuing this journey—together—as true partners in this incredible industry.

River cruising is intimate by nature. How are you using that intimacy to reframe what incentive travel can look like?

River cruising invites presence, connection, and stillness—elements often lost in traditional incentive travel. With Riverside, intimacy is the luxury.

From champagne welcomes to curated experiences like private concerts at Belvedere Palace or wine tastings in Avignon, every detail is designed to feel personal—not like a group booking, but a private retreat on water.

I work closely with planners to co-create each journey. It’s not a package—it’s a partnership. The result? Guests feel seen, celebrated, and transformed.

That’s how we reframe incentive travel: not just as a reward, but a memory that stays.

What's one itinerary, ship feature, or onboard moment that still gives you goosebumps?

The Danube always gives me goosebumps. I’ve sailed it more than ten times, and somehow, it still feels like the first. There’s a magic to it—the way Budapest glows at night as we sail past the Parliament, the Matild Palace illuminated, the stillness beneath the Elizabeth Bridge. It’s quiet, powerful, unforgettable.

Then there’s Vienna. A private concert at Belvedere Palace—an opera singer’s voice rising through gilded halls, a chamber orchestra playing just for our guests. It’s a moment that moves everyone. You look around and realize: this isn’t just an itinerary. It’s a memory they’ll carry forever.

That’s what gives me goosebumps—when a place, a moment, and the right people all come together. That’s Riverside.

If you could leave planners with one lasting impression of Riverside, what would you want it to be?

Every moment is intentional. Every detail—thoughtfully designed.

We’re not just offering a sailing. We’re helping you craft something meaningful. From the very first call to the final farewell, it’s a co-creation. A program that reflects your values, elevates your brand, and delivers something far beyond logistics—it delivers legacy.

This is incentive travel, redefined. Personal. Seamless. Unforgettable.

Because at Riverside, we don’t just welcome your guests—we honor them. We make sure they feel seen, celebrated, and genuinely appreciated.

That’s what stays with them. And that’s what sets us apart.

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Looking for a river cruise partner who understands the power of personalization?

Riverside Luxury Cruises offers planners an unmatched blend of intimacy, elegance, and thoughtful detail. With Michelle Rodriguez Suarez at the helm of global sales, Riverside programs are crafted through real collaboration, legacy-level service, and experiences designed to stay with your guests long after disembarkation - moments that feel less like logistics, and more like legacy.

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