AmaWaterways have announced a refreshed brand identity that reflects both its heritage and its vision for the future.
Debuting publicly this month, the rebrand is designed to deepen AmaWaterways’ connection with guests and elevate the river cruising experience across its growing fleet and destinations.
“Our rebrand reflects who we are today and where we are going”, said Catherine Powell, CEO of AmaWaterways.
Powell continued, “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. 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.”
A modernised visual identity anchors the rebrand, including a refined logo inspired by AmaWaterways’ musical heritage, a vibrant colour palette with destination-specific accents, and authentic imagery featuring real guests and crew.
Travellers and travel advisors can now explore AmaWaterways through a redesigned website, offering a more engaging, and visually immersive way to explore AmaWaterways.
The new site blends inspiring storytelling with streamlined functionality, helping users discover destinations, learn about on-board experiences, and plan their journeys 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 development comes at an exciting moment in AmaWaterways’ story, as the company accelerates its fleet expansion with over 40 ships planned by 2030.
Highlights include two recently launched ships on the Magdalena River in Colombia, the imminent launch of AmaSofia on the Danube, the debut of a new ship on the Mekong River in 2027, the upcoming launches of AmaFiora and AmaRudi, the company’s second double-width ship also slated for 2027. Several major announcements are also expected in the coming months.
