After less than a year at AmaWaterways, following a near three-year stint on Airbnb's board of directors, Catherine Powell describes her new role as one of "extreme focus".

Powell initially joined the ultra-luxury line as president in July last year and spent seven months in "listening and learning mode", visiting shipyards and receiving "critical" feedback from agents, before becoming chief executive in February. 

Her first priority, she tells TTG, is to ensure AmaWaterways "cuts through" an increasingly loud market.

Full-scale rebrand

Powell describes river cruising as an "incredibly exciting" space, but acknowledges the flip side. "More and more ships are being built every year, so there's a lot of competition out there," she says.

Her answer was to push for a full-scale rebrand that articulates exactly what AmaWaterways stands for: "high-touch, personalised luxury".

Powell insists the product uplift, which includes an exterior refresh, reworked dining concepts, expanded wine lists and upgraded bathrobes and keycards, "is not change for the sake of change".

"It’s about making clear what we deliver, and bringing some added personality on board," she continues. "There was some initial scepticism from agents, as they love the brand as it stands. But once they saw it and felt it, the reaction was incredibly positive."

(Credit: AmaWaterways)

To back up the brand refresh, AmaWaterways is launching a total of eight new vessels by 2030, including the launch of the 156-passenger AmaSofia last month. 

"It’s not just about saying 'we want eight more ships'," Powell says. "It’s about where, how, and ensuring we protect the guest experience. We've been very thoughtful about growth."

That means close attention to everything from shipyard capacity to supply chains to itinerary development, which Powell says reflects her background in "complex operations" under The Walt Disney Company and Airbnb.

"At Disney, it was about delivering magic at scale without losing quality; Airbnb emphasises human connection and the art of hosting. Both are incredibly relevant to what we do here," she tells TTG.

'Agents understand our clients'

The trade was front and centre at AmaSofia's recent christening in Amsterdam, with more than 1,200 agents in attendance. Ongoing fam trip investment also remains a priority.

"In March alone, we had more than 600 agents on our ships," Powell says. "We're very active with our UK agents – they're so responsive."

Incentives such as "Sell Five, Sail Free" continue to drive engagement, while Powell is also eyeing greater investment in "tools and data" to help agents better match clients to product. 

The luxury brand also launched a recruitment drive earlier this year, aiming to hire two regional business development managers as part of a broader shakeup to its trade team.

Powell explains: "Agents understand the customer deeply, so we need to support them."

That investment appears to be paying off, particularly in the UK and Ireland with 2025 sales up more than 28% year-on-year against the year before. This momentum has continued into 2026, with bookings currently tracking around 20% ahead.

"It’s a very important market for us," says Powell. "And a distinct one."

UK travellers 'want clarity' on package value

Shorter booking windows and a preference for clear pricing models have shaped a UK-specific product for AmaWaterways, including flights, transfers and, from next year, gratuities bundled in.

"UK travellers want absolute clarity on the final price, and the value they're getting for a package," Powell explains. "So we're making sure that's as easy a process as possible, for our clients and agents."

They are also proving more adventurous than expected, Powell says. While European sailings remain core, UK guests "over-index" on long-haul river cruises, with destinations such as the Mekong, Nile and Colombia performing strongly.

That appetite is feeding into AmaWaterways’s push into more unusual river cruise destinations. Its Colombia programme on the Magdalena River – a project "seven years in the making" – is a prime example, with Powell describing it as both a "pioneering" product and an "emotional" guest experience.

(Credit: AmaWaterways)

"The impact this programme has on the communities who want to welcome guests and show off their culture is really rewarding – whether that's their trade, wares, food or their carnival," she says. "That’s what guests remember."

However, not everything has gone smoothly. An engine issue during AmaSofia's maiden Rhine cruise tested operations early on, but Powell sees it as proof of the company’s strength.

"It's not what you want, of course, but the feedback from guests was overwhelmingly positive in how our crew handled it," she says. "You really see the strength of a team and brand when things go wrong."

Ultimately, Powell hopes to continue building on AmaWaterways's "incredibly strong" foundations.

"The cruise director, managers and our incredible brand ambassadors are still ready to welcome guests on board," she says. "My role is to elevate what’s already there, but without losing that familiarity that makes Ama, Ama."