AmaWaterways Has a New Look & Feel, But Advisor Commitment Continues

John Burrows is Chief Operations Officer at AmaWaterways, helping to design and curate the luxury river cruise line’s experience both on and off the ships. But he has a simpler description of his job title.

“I’m a smile merchant,” he told an audience of 75 Canadian and American travel advisors aboard AmaCerto for the third-annual TMP on the River. “I make people happy.”

Burrows has been with AmaWaterways for almost all of its 23-year history, but he brings even more industry experience, having worked for Uniworld in its early days, and as a tour guide before that.

He took time out of a busy schedule to board the AmaCerto and update advisors on a long list of changes marking the continued evolution of the line that now boasts a fleet of 29 ships cruising on the rivers of four continents. With an accelerated fleet expansion plan, the Ama fleet will grow to 40 by 2030.

“Rebranding is the biggest change from last year,” Burrows said. “After nearly 25 years, it was time for a refresh, a softer edge.”

“Passion-led, river-born” is one of the new signature statements for a company at the forefront of innovation in the fast-growing river segment, especially in wellness programs. As examples, Burrows said Ama was the first to include cycling and hiking tours, onboard fitness programs and segmented excursions for ‘active’ and ‘gentle’ walkers.

The rebranding includes a shift away from Ama’s previous blue and gold, crown-logo branding, to a warmer colour scheme with a rust-red/burnt orange palette. The change aims for increased differentiation from other river and ocean cruise lines, many of which feature a white and blue colour scheme.

AmaWaterways is now depicted by an abstract ‘A’ within an ellipse, a nod to the flowing movement of rivers and to Ama’s musical heritage. “Journeys that move you,” is the new tagline for Ama’s marketing and advertising.

By the time the river cruise season is fully underway, all of Ama’s 27 Europe ships will feature the new livery. There are changes to the atmosphere on the ship’s interior as well.

Burrows was quick to assure advisors that “nothing has changed in the company’s DNA,” including its distribution strategy focused on travel advisor sales. “That’s not going to change,” he stressed.

Here’s a look at just a few of the changes coming on and off the AmaWaterways fleet this year:

• The main gathering place on Ama’s ships has been renamed The Lark Lounge, after a songbird that sings day and night. Ama wants guests to see the space as their living room away from home. Located in the aft portion of the ship, the space now offers all-day casual dining, the ‘Sip & Sail’ cocktail hour, and nightly entertainment. Soft drinks will now be included between lunch and dinner in the Lark Lounge. The main dining room got a name change as well – it’s now known as ‘Journeys.’

• New touches on Ama ships include water refill stations and reusable bottles provided in each stateroom that can be taken home as a souvenir. There will soon be Nespresso machines in each stateroom, upgraded bathrobes and slippers, and higher quality linens and pillows on the beds.

• On the double-sized AmaMagna and upcoming sister ship AmaRudi, two new drinking and dining venues will be added – Jimmy’s Wine Bar & Restaurant and Al Fresco. Jimmy’s will offer family-style dining and wine pairings on Deck 1 while Al Fresco, featuring lighter, vegetable-forward dishes, will serve breakfast and lunch as well as a seven-course tasting menu for dinner.

• The Chef’s Table space at ships’ stern is now offering an Italian lunch, first-come, first-served, with no reservation required. The new offering has drawn lineups on the TMP on the River cruise.

• Burrows said Ama has doubled its alcohol budget, with an enhanced focus on regional wines and more choices with each dinner. The line has also taken over the entertainment program on its ships, which was formerly handled by a third party. Each cruise will feature a resident musician as well as groups brought aboard for specific occasions.

• A new Added Value Program will expand the offering of cabin amenity gifts that advisors can offer their clients, with items from the ship’s boutique as well as existing offerings like flower arrangements and chocolate-covered strawberries.
  
• The line is launching a new City Escapes program, offering extended time in cities along the Seine, Rhine and Danube rivers during quieter travel periods like November and February. Created for travellers seeking deeper cultural immersion and a slower pace, City Escapes reimagines the traditional river cruise by providing additional overnight stays, more daylight sailing and 24 hours or more in key cities including Paris, Amsterdam, Vienna, Strasbourg and Budapest. We’ll provide more detailed information on City Escapes in a separate story.