Having pioneered the launch of river cruising in Colombia earlier this year, AmaWaterways is “actively looking” at new destinations to add to its offering, CEO Catherine Powell has confirmed.
At Virtuoso Travel Week in Las Vegas last week, and speaking exclusively with LATTE, Powell explained that “growth would continue” for the luxury river cruise line, which will have 33 vessels globally in 2027.
After a false start or two, AmaMagdalena debuted on the Magdalena River in Colombia in April. A second ship, AmaMelodia, will join her in South America in the coming months. A lack of cruise infrastructure along the river was partially cited for the delayed start in service, with AmaWaterways the first operator of commercial river ships in the region, meaning teething issues were always likely.
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Among the new fleet coming in 2027 are a “brother ship” of the double-width AmaMagna in Europe, branded AmaRudi – after the brand’s Co-Founder and former CEO, Rudi Schreiner – AmaFiora, also in Europe, and AmaMaya on the Mekong.
“I’m actively looking at where we can go next,” she said.
Powell joined AmaWaterways as President in February, concurrently as Kristin Karst transitioned from her role as Executive Vice President to the new position of Chief Brand Ambassador. More recently, Powell succeeded Schreiner in the position as CEO, taking on the responsibilities of brand growth, with direction from the Co-Founders. She tells LATTE that Karst and Schreiner remain very active with the brand, and her position is a continuity of their legacy.
Powell reveals that a brand refresh is currently underway, with Karst at the forefront of that initiative. Further details on the brand update are expected later this year.In taking the leadership role at AmaWaterways, Powell says it was a “two-pronged approach” that lured her to the brand. Her career has included tenures with Airbnb, and The Walt Disney Company, where she served 15 years, and BBC.
She was headhunted for the position directly from the river cruise line, as well as being approached by the private equity business which acquired a majority stake in the brand in the first half of 2024, L Catterton.
L Catterton are the private equity arm of LVMH (Louis Vuitton Moët Hennessy), placing AmaWaterways alongside such ultra-luxury brands as Belmond and its collection of hotels, trains and boats.
Powell says the long term vision will be to potentially tap into some of the other brands of LVMH. Whether that is the other travel businesses or some of the designer brand names, was not stated.
