AmaWaterways Launches Fresh Brand Id, Encouraging River Cruisers to ‘Follow Their Own Current’
AmaWaterways has entered a brand new period, unveiling a refreshed world model id that invitations travellers to “Follow Their Own Current” and expertise river cruising in a extra private, immersive method. Now in its twenty third yr, with 29 ships crusing throughout 4 continents, the road’s new look has been crafted to honour its heritage whereas signalling bold progress and a future fleet of greater than 40 ships by 2030.
A model refresh formed by visitors
The rebrand is anchored in a modernised visible id: a refined emblem impressed by AmaWaterways’ musical heritage, a vibrant color palette with vacation spot‑particular accents, and genuine imagery that includes actual visitors and crew. The up to date aesthetic displays what right this moment’s travellers say they worth most – premium consolation, real human connection and experiences that really feel tailor-made each onboard and ashore.
“There is a warmth and elegance to the new colours, and a more authentic way in which we are expressing ourselves that feels true to the AmaWaterways spirit,” says CEO Catherine Powell, noting that the model refresh is designed to “cut through” and clearly talk what the corporate stands for. At its coronary heart, the brand new id is about bringing AmaWaterways’ persona, ardour and sense of discovery to life extra clearly than ever.
“Follow Their Own Current”: journeys centred on the traveller
The new tagline, “Follow Their Own Current”, speaks to AmaWaterways’ philosophy of making journeys that replicate what strikes every traveller, not simply ticking off locations. Whether meaning becoming a member of an expertly guided tour, lingering in a café ashore or just watching the river drift by from a balcony, visitors are inspired to form a river cruise that matches their very own rhythm. Co‑founder and Chief Brand Ambassador Kristin Karst describes the second as a celebration of how far the model has come whereas staying true to its authentic spirit of heartfelt service and cultural connection. She highlights that each stage of AmaWaterways’ journey – from its first sailings to its world neighborhood right this moment – has been guided by a want to create areas the place visitors really feel genuinely cared for.
A redesigned web site for contemporary river cruisers
Alongside the brand new visible id, AmaWaterways has launched a redesigned web site that blends inspiring storytelling with streamlined performance. The web site gives richer imagery, curated itinerary highlights and enhanced reserving instruments, making it simpler for travellers and advisors to discover locations, evaluate river journeys and plan cruise‑and‑land packages.
The digital expertise is deliberately extra intuitive and visually immersive, designed to assist visitors dream, analysis and ebook in a single place – whether or not they’re new to river cruising or returning to uncover a special area. Travel advisors additionally profit from clearer info and higher instruments to match shoppers with the precise crusing.
Fleet progress and new rivers on the horizon
The rebrand coincides with a big interval of progress for AmaWaterways because it accelerates fleet enlargement in the direction of greater than 40 ships by 2030. Recent milestones embrace two newly launched ships on Colombia’s Magdalena River, extending the model’s footprint into South America. In Europe and Asia, highlights embrace the upcoming AmaSofia on the Danube, a brand new ship on the Mekong River debuting in 2027, and the long run launches of AmaFiora and AmaRudi, the road’s second double‑width vessel additionally slated for 2027.
These additions construct on AmaWaterways’ present presence on iconic rivers such because the Rhine, Danube, Douro, Mekong, Nile and Chobe, giving visitors much more methods to expertise its “Journeys That Move You” throughout a number of continents.
A brand new visible chapter – similar heartfelt ethos
While the brand, colors and digital touchpoints might look new, AmaWaterways emphasises that its core stays unchanged: personalised service, genuine immersion and the sense of ease that comes from figuring out each element has been thoughtfully thought of. From onboard hospitality to shore excursions that join visitors with native traditions and communities, the refreshed model id is meant to spotlight – not change – the values which have outlined the road for over 20 years.
A brand new library of photographs and visible belongings is now out there for media and companions to inform this subsequent chapter within the AmaWaterways story. Travellers wishing to discover itineraries or reserve a river cruise and land package deal can go to amawaterways.co.uk or contact AmaWaterways straight by cellphone.