CEO Catherine Powell is new to the river cruise industry, but her business background with brands like Disney and Airbnb give her an edge as she takes the helm of AmaWaterways. Co-founder and Chairman Rudi Schreiner will shift his role to chairman of the board, handing the reins to the capable Powell, who has plans to evolve and grow this wildly popular cruise line. Pursuitist had an opportunity to tap into Powell’s hopeful plans for the future as she shares the line’s exciting ideas for the future.
What are your first priorities to continue Rudi’s vision while also leading the company to a new chapter of growth?
AmaWaterways has such a remarkable legacy, and preserving that is paramount. My focus is on nurturing everything that has made the brand so beloved – the personal connections, the pioneering spirit, the care we show to our guests and crew, and the strong relationships with our travel partners – while guiding it into its next chapter.
Growth is of course important, but for us it will always be thoughtful and purposeful. We’re looking at strategic fleet expansion, exploring new destinations, and continuing to innovate in ship design.
For me, it’s about striking the right balance: honoring our heritage while building a sustainable path for long-term growth. (We want to) inspire both new and returning travelers to fall in love with river cruising, while also supporting and giving back to the communities we visit along the rivers.
Do you anticipate growing the fleet?
Yes absolutely! We’ve already had an exciting year with the launch of AmaMagdalena in Colombia and AmaSintra on the Douro River in Portugal. Looking ahead, AmaMelodia, our second ship in Colombia, will debut in November; AmaSofia will set sail on the Rhine and Danube in the spring of 2026; and in 2027, we’ll welcome AmaMaya on the Mekong and AmaFiora on the Rhine.
In addition to this we have just announced eight new ships in Europe which is a direct response to the growing demand. It is a great time to be in the river cruising industry!
The wider and larger Amamagna was groundbreaking for the industry. Are there plans to add more to that subfleet?
Yes, AmaRudi, launching in 2027, will be an evolution of our award-winning AmaMagna. We’ve seen how much travelers love AmaMagna and the truly unique experience she offers. At twice the width of a traditional river cruise ship, she offers a very spacious layout and a variety of onboard experiences, including four unique dining venues and a full-sized pickleball court. Most accommodations are expansive suites, ranging from 355 to 710 sq. ft., each with a full balcony, giving guests even more space to relax and take in the views.
It’s a fantastic introduction for ocean cruisers who are new to river cruising, offering more space and amenities while still providing the intimacy, high-touch personalized service, and destination immersion that make river cruising so special.
Following a successful launch in Colombia, will there be new destinations that other lines have not explored yet?
A pioneering spirit has always been part of AmaWaterways’ DNA. Our successful launch in Colombia is just one more motivation to keep pushing forward. We are constantly on the lookout for new rivers and the communities they support, undiscovered destinations and unique itineraries to bring fresh and immersive experiences to our guests. We look forward to announcing some of these soon.
AmaWaterways is known for its culinary focus (La Chaîne des Rôtisseurs). Will this partnership continue?
AmaWaterways was the first river cruise line to become a member of this prestigious, invitation-only international society, which brings together enthusiasts who share a passion for the culinary arts. All of our European ships are members.
We believe food is a gateway for our guests to gain a deeper understanding and appreciation of the culture, history, and people of each destination. That’s why we focus on local and regional cuisine, accompanied by wines from the region, often sourced from vineyards our guests visit during included excursions.
We also work closely with local farmers along the riverbanks to source fresh produce, herbs, and freshwater fish, many from families who have cultivated the land for generations. This approach not only ensures fresh, flavorful ingredients but also supports the communities and traditions of the regions we visit.
One experience that sets us apart is our Chef’s Table – a unique multi-course tasting menu served in an intimate setting, paired with local wines, and included in the river cruise fare.
How might your background, including more than a decade at Walt Disney Co., help you in this new role?
I bring deep experience from two of the most guest-obsessed and innovative brands – Disney and Airbnb. My background in consumer insights, technology, international growth and of course the guest experience directly supports AmaWaterways’ next chapter.
At Disney and Airbnb, I was focused on understanding shifting demographics, evolving guest behaviors and expectations, and creating emotionally resonant experiences. That taught me how to anticipate needs, personalize moments, and build loyalty, skills I’m now applying both on board and ashore at AmaWaterways.
I also bring a strong foundation in technology and data strategy. A big focus right now is using these assets to help us scale personalization and create a seamless, tailored hospitality from booking to farewell.
On a last note, having lived and led teams across the U.S., Europe, Asia, and Australia, I appreciate the nuances of international markets. This understanding will be key to driving sustainable, market-specific growth as AmaWaterways expands globally
This experience, combined with the knowledge and passion of our incredible teams on board and ashore, gives us the foundation to continue shaping a bright future for Ama.
What’s the biggest challenge for the river cruising industry at the moment?
Right now is an exciting time for river cruising – interest has never been higher. Even the fact that ocean lines are entering the sector is a strong vote of confidence for the future.
One of the most important challenges for the river cruise industry today is ensuring the future of sustainable tourism. For us, this means two things: first, carefully managing growth to avoid the risk of overtourism, and second, continuing to design ships that are more environmentally friendly.
As demand for river cruising keeps growing, it is essential that we protect cultural and natural heritage while ensuring that local communities share in the benefits of tourism. At the same time, we are making meaningful investments in energy-efficient engines, solar panels, and other innovations that reduce our environmental footprint.
Some European destinations have raised concerns about overtourism, and this is something we take very seriously. For example, in Amsterdam, AmaWaterways chooses to dock in Zaandam rather than overnight in central Amsterdam. Just 20 minutes by bus, Zaandam offers a calmer, less crowded arrival for our guests while showcasing a charming Dutch town with its own character. This way, we help reduce the crowds in Amsterdam, maintain a strong relationship with the local community, and build new connections in Zaandam.
