Why did AmaWaterways decide to rebrand?
The river cruise industry has become increasingly competitive, and there’s a lot more noise in the market now. We felt it was important for AmaWaterways to stand out with a brand that feels differentiated and clearly communicates what we stand for.
Previously, we were known for our blue-and-gold branding, but we wanted something that better reflected the elegance and warmth that define the Ama experience. Luxury means different things to different people, but for us, it’s about how we make guests feel.
We introduced warmer tones, what we call “vivace” rather than simply red, to create a fresher, more elegant identity. Initially, some loyal advisors questioned why we were changing something they already loved. But once they saw the new branding on the ships and experienced the onboard enhancements, they understood how much more distinctive and elevated it feels.
What was the thinking behind the new marketing campaign?
We wanted our campaign to feel emotional and different from what everyone else in river cruising is doing.
A lot of cruise advertising focuses on ships, cabins, champagne glasses on balconies, and iconic scenery like the Budapest Parliament. It all starts to look very similar. We wanted to move away from that and focus on the emotional connection and the idea that Ama journeys genuinely move people.
That’s why our tagline is Journeys that move you. The ships are still there, but they’re more in the background because the emphasis is on the feeling and the memories guests take away from the experience.
The response has been incredibly positive, and the campaign has generated strong engagement, including more than nine million YouTube downloads, which has been fantastic for brand awareness, especially in the UK market.
How important is the UK market to AmaWaterways?
The UK is an incredibly important market for us; it’s our third-largest market outside the U.S. and Canada.
We’ve seen exceptional growth. Last year was our biggest ever year in the UK, and January this year was our biggest January ever. Even with global challenges affecting travel, we still saw around 28% year-on-year growth between January and April.
British guests particularly love France itineraries, which probably won’t surprise anyone, and we’ve seen huge growth on routes like the Rhône. Some of that growth comes from introducing new itineraries, because it takes time for people to discover and understand them.
We’re also seeing strong demand for destinations that feel more immersive and culturally rich, like Colombia.
Why is AmaWaterways investing so heavily in exotic destinations?
By the end of this year, we’ll have 31 ships sailing, and by 2032 we’ll have more than five.
What’s especially exciting for me is our investment in what we call our “exotic” destinations outside Europe. We’ll have four ships in Egypt, including the new AmaNubia and AmaCleo. We’re launching a second ship on the Mekong in January, and we’ve recently launched our two ships in Colombia.
We’re also building a second ship in Africa on the Chobe River for 2028, which will be a sister ship to the Zambezi Queen.
For many guests, particularly European travellers, there’s a real appetite for destinations that feel new and different. Colombia, for example, is resonating because it offers a highly immersive cultural experience and creates meaningful connections with local communities.
What are “City Escapes” and why were they introduced?
River cruising seasons are getting longer and longer, and we’re seeing growing demand for off-peak travel.
People increasingly want quieter travel experiences where they can feel more like locals, avoid crowds, and access museums and restaurants more easily. So we adapted some itineraries for February and November sailings and created what we call “City Escapes.”
These itineraries spend more time in cities like Paris, Vienna, Amsterdam and Strasbourg rather than focusing on smaller villages that may be quieter or less appealing in winter months.
For example, instead of visiting a tiny Austrian village in November, guests can spend additional time truly experiencing Vienna at a slower pace. Since repositioning these itineraries, occupancy has risen significantly.
How does AmaWaterways differentiate itself from competitors?
Many river cruise lines visit the same destinations, so the real difference is how the experience feels onboard.
Our crew are exceptional. Within 12 hours they know guests’ names, what they like to eat and drink, and how they take their coffee or eggs. They genuinely surprise and delight people throughout the journey.
We’ve also invested heavily in the onboard experience, from wellness programmes and dining options to upgraded amenities, bathrobes, linens and bathroom products.
Another major differentiator is how much is included. We offer multiple dining venues, wellness activities, excursions and a wide wine selection; more than 30 wines available during a cruise.
But ultimately, what really sets Ama apart is the warmth and personal connection. Our version of luxury is making every guest feel like the most important person onboard.
How does AmaWaterways support travel advisors?
We want our travel advisor partners to experience the same level of care and personal service that guests receive onboard.
Every member of our UK reservations team has sailed on the product, so they can answer detailed questions confidently and quickly. We’ve also expanded both our reservations and trade sales teams to support growing demand.
We work closely with travel advisors through in-store events, consumer evenings and training sessions to help them confidently sell the Ama experience.
The relationships we’ve built with advisors are based on trust, knowledge and service, and that remains central to our success.
How important is the multi-generational travel market?
It’s definitely growing, especially for culturally immersive travel experiences.
Our Nile cruise was a great example for me personally. We travelled as a family ranging in age from 22 to 84, and everyone connected with the experience in their own way. Egypt has this incredible sense of wonder that appeals across generations.
We’ve also designed our ships with multi-generational travel in mind, including interconnecting staterooms on many European ships.
At the same time, solo travel is another huge growth area, especially among women. We’re focusing heavily on ensuring solo travellers feel welcomed rather than penalised.
How is AmaWaterways approaching solo travel?
We’ve seen strong growth in solo travel, particularly around Christmas and New Year sailings.
We’ve started positioning these departures as an opportunity for solo travellers to celebrate in a welcoming environment with the “Ama family.” Instead of feeling alone during the holidays, guests can spend Christmas in Amsterdam or New Year’s Eve in another beautiful European city surrounded by new friends and shared experiences.
It’s not just about pricing or solo supplements; it’s about creating a genuinely warm and inclusive environment onboard.
How does AmaWaterways create unique shore experiences?
We always balance iconic highlights with experiences that feel deeply local and personal.
For example, in France we introduced “Cooking with Mamie,” where French grandmothers come onboard to teach guests family recipes like madeleines and tarte tatin. The experience is intimate, story-driven and authentically local.
In Egypt and on the Mekong, the differentiation often comes through the guides and experts travelling with guests. On the Nile, guests spend the entire journey with an Egyptologist, building a relationship that transforms the experience.
On the Mekong, local Cambodian guides share deeply personal stories connected to the Khmer Rouge era, creating emotional connections that go far beyond traditional sightseeing.
Which itinerary has been the most meaningful personally?
That’s like asking someone to choose a favourite child because every itinerary is special in a different way.
But the Nile cruise was the most moving for me personally. My mother had been unwell for a long time, and after she passed away, the trip became an opportunity for our family to heal together.
Seeing my father laugh again for the first time in years while travelling through Egypt was incredibly emotional. And seeing every generation of our family — from young adults to grandparents — experience the same awe at the pyramids and temples was something very special.
That’s what river cruising can do. It creates memories and emotional connections that stay with you long after the trip ends.
This interview has been edited for brevity and clarity
