AmaWaterways Co-Founder Says Smaller Charter-Only Ships May Be Coming

AmaWaterways is looking to grow its fleet, and charter ships could be a part of that strategy, according to Kristin Karst, the river cruise line’s co-founder and chief brand ambassador.

In an interview with Australian travel trade news site Karryon, Karst said that the company plans to continue adding to its fleet, and that “smaller ships that just a family or group of friends can charter,” are being considered. More double-wide river ships like the AmaMagna and upcoming AmaRudi are also likely.

Karst explained that the charter ship strategy is rooted in perceptions of luxury.

“People want their own space, and post-COVID they are prepared to spend more money on these experiences because they don’t know what’s coming, and that’s pushing the envelope of the luxury space,” said Karst.

“Groups are becoming smaller and younger people want to sleep in and want to rest, so we need to cater to different groups, and customisation and personalisation is the new luxury.”

The chief brand ambassador also predicted that, years down the road, the industry will see a shift away from small group tours to more intimate, private bespoke experiences with a concierge, such as “private tours and maybe families having picnics in a vineyard and couples having a private car tour.”

Back in July, AmaWaterways’ new CEO Catherine Powell told TMR that she plans to help the river cruise line’s brand continue to evolve.

“We will grow our fleet,” she told TMR. “We will grow the destinations. Our team and our brand will evolve with this and our relationship with our travel advisors will evolve, and they will grow with us. And that is a very, very important priority for me and will continue to be.”