The new base, in Guildford, Surrey, will open on September 1 and replaces a general sales agency arrangement with Fred Olsen Travel that has been in place since 2008. Fred Olsen will remain a preferred partner of AmaWaterways .

AmaWaterways’ marketing and PR manager Hiedi Hutchinson said: “Fred Olsen will continue to sell AmaWaterways to the trade and consumer, but Stuart Pearl will be setting up a brand new office away from Fred Olsen.”

She said the expansion of the company had led to the decision to have a stand-alone operation in the UK.

Perl will oversee all of AmaWaterways’ UK and Europe sales and marketing efforts.  He previously served as marketing director for Cunard Line, managing director for Peter Deilmann River & Ocean Cruises and most recently, ran his own company as UK representative for river cruise lines selling groups and charters through the UK trade.

“I am honoured to become part of the AmaWaterways family and to enhance the efforts that have already been implemented here and across Europe,” he said.

River cruise veteran Rudi Schreiner and co-owner Kristin Karst launched AmaWaterways in 2002. “I am grateful for the commitment Fred. Olsen Travel has shown to our business over the years, and look forward to continuing our relationship with them as a preferred partner,” said Schreiner.

“As we transition into our next stage of growth, we are excited about the opportunity that exists and look forward to bringing the beauty of river cruising to the European travel market.”