AmaWaterways has introduced a new brand identity that builds on its history and forward-looking approach to river cruising. The company, now in its 23rd year, operates 29 ships sailing across four continents. Its refreshed design and messaging reflect a focus on personal choice and connection through the theme “Follow Their Own Current.”
“Our rebrand reflects who we are today and where we are going,” said Catherine Powell, CEO of AmaWaterways, in a press statement. “There is a warmth and elegance to the new colors, and a more authentic way in which we are expressing ourselves that feels true to the AmaWaterways spirit. We are bringing our personality, passion and sense of discovery to life more clearly than ever before. There is such an exciting momentum in river cruising right now and we want a brand that truly cuts through, that people feel connected to and know immediately what it stands for.”
AmaWaterways Looks to the Future
The updated branding includes a streamlined logo inspired by AmaWaterways’ musical heritage, a new color system tailored to key destinations and photography that centers on genuine guest and crew interactions. This modernized visual direction aligns with the company’s priority on comfort and meaningful travel experiences, both onboard and ashore.
“As one of the founders of AmaWaterways, it fills me with joy to see how beautifully our brand has grown while staying true to the spirit that inspired us from the very beginning,” said Kristin Karst, Co-Founder and Chief Brand Ambassador, in a press statement. “From our first sailings to the global community we cherish today, every step has been guided by a passion for heartfelt service, cultural connection, and creating spaces where travelers feel truly cared for. This refreshed brand identity celebrates how far we’ve come, and I am incredibly proud of the team that brought it to life. Looking ahead, I am more confident than ever in our future and excited for all the new journeys and meaningful moments we will share with our guests in this new era. “
Coinciding with the rebrand is a redesigned website that launched this month. The digital refresh offers clearer navigation, enhanced visuals and a more seamless booking flow. You and your clients can explore ships and itineraries through intuitive menus and detailed destination overviews. Expanded content highlights differences among river regions and includes pages rich in information on amenities, excursions and cultural immersion opportunities. The site now supports faster trip planning with optimized search and booking tools and a layout designed for cross-device accessibility.
Meanwhile, the cruise line continues to expand its global presence, with more than 40 ships expected to be in service by 2030. Two newly introduced ships began sailing the Magdalena River in Colombia—an expansion into a new river system for the brand. The AmaSofia will soon begin operations on the Danube, while a new vessel is scheduled for the Mekong in 2027. That same year will also see the introduction of AmaFiora and AmaRudi, the latter being the company’s second double-width ship. Additional developments are expected in the next few months.
For more information, visit amawaterways.com.
