AmaWaterways unveils a refreshed brand identity that reflects both its heritage and its vision for the future. On its 23rd anniversary, with 29 ships sailing across four continents, the company continues to lead the industry thanks to its highly personalized service and commitment to immersive travel experiences. The new look, which debuts publicly this month, is designed to deepen AmaWaterways' connection with its guests and elevate the river cruising experience across its growing fleet and destinations.
“Our rebranding reflects who we are today and where we’re headed,” said Catherine Powell, CEO of AmaWaterways. “There’s a warmth and elegance to the new colors, and a more authentic way of expressing ourselves that feels true to the AmaWaterways spirit. We’re bringing our personality, passion, and sense of discovery to life more clearly than ever before. There’s a very exciting momentum in river cruising right now, and we wanted a brand that really stands out, one that people feel connected to, and that immediately communicates what it stands for.”.
The new image is built on a modernized visual identity that includes a refined logo inspired by AmaWaterways' musical heritage, a vibrant color palette with destination-specific accents, and authentic imagery featuring real guests and crew. The refreshed look reflects what travelers value most: premium comfort, genuine connection, and personal experiences both onboard and ashore.
Travelers and travel advisors can now explore AmaWaterways through a redesigned website, offering a more intuitive, engaging, and visually immersive way to discover the brand. The new site combines inspiring storytelling with streamlined functionality, helping users discover destinations, learn about onboard experiences, and plan their trips with ease. From richer imagery and curated itinerary highlights to enhanced booking tools, the platform is designed to empower users to explore, dream, and connect with the world of AmaWaterways in a more meaningful way.
This launch comes at a particularly exciting time in AmaWaterways' history, as the company accelerates its fleet expansion, with more than 40 ships planned by 2030. Key milestones include two recently launched ships on the Magdalena River in Colombia; the imminent launch of the AmaSofia on the Danube; the debut of a new ship on the Mekong River in 2027; and the upcoming additions of AmaFiora and AmaRudi, the company's second double-width ship, also planned for 2027. Several more major announcements are expected in the coming months.
AmaWaterways continues to create experiences that leave a lasting impression, bringing renewed energy to the spirit of curiosity and connection that has guided the company for over two decades. At the heart of its offering is a commitment to what motivates each traveler, creating journeys that combine personalized and genuine service, human and cultural connections, and space for discovery. Every detail is designed to reflect the traveler, not just the destinations.
“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 senior brand ambassador. “From our first voyages to the global community we value today, every step has been guided by a passion for personal service, cultural connection, and creating spaces where travelers feel truly cared for. This refreshed brand identity celebrates everything we’ve accomplished, and I’m incredibly proud of the team that brought it to life. Looking ahead, I feel more confident than ever and excited for all the new journeys and meaningful moments we’ll share with our guests in this new chapter.”
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