AmaWaterways has unveiled a refreshed brand identity, inviting travellers to “Follow their own current” as the river cruise specialist updates its look and digital experience.
Now in its 23rd year, AmaWaterways said the rebrand reflects both its heritage and future direction, as the company continues to focus on high-touch service and immersive travel experiences across its fleet and destinations.
Chief executive officer Catherine Powell said the updated identity brings “warmth and elegance” through new colours and a more authentic expression of the brand’s personality, passion and sense of discovery.
The refresh includes a refined logo inspired by AmaWaterways’ musical heritage, a vibrant colour palette with destination-specific accents, and imagery featuring real guests and crew.
AmaWaterways said the updated look is designed to reflect what travellers value most: premium comfort, authentic connection, and personal experiences both onboard and ashore.
Redesigned website targets easier planning for guests and agents
A redesigned website has also launched, with AmaWaterways positioning it as a more intuitive and visually immersive platform to explore destinations, onboard experiences and itinerary highlights.
The line said the site pairs storytelling with streamlined functionality, including enhanced tools intended to support trip planning and booking.
Fleet growth plans highlighted through to 2030
AmaWaterways said the rebrand lands as it accelerates fleet expansion, with over 40 ships planned by 2030.
Near-term and upcoming developments flagged include two recently launched ships on Colombia’s Magdalena River, the imminent launch of AmaSofia on the Danube, a new Mekong River ship planned for 2027, and the launches of AmaFiora and AmaRudi, the company’s second double-width ship, also slated for 2027. Further announcements are expected in coming months.
Co-founder and Chief Brand Ambassador Kristin Karst said the refreshed identity celebrates how far the brand has come while staying true to its founding focus on heartfelt service, cultural connection and guest care.
