AmaWaterways’ Steve Richards on being the best river cruise line & luxury travel trends

Steve Richards is the managing director of AmaWaterways (AU/NZ), a luxury river cruise line that operates  across Europe, Africa and Asia known for high-end accommodation, award-winning dining, and personalised service.

AmaWaterways is a key supplier at the Travel Weekly Luxury Roadshow, taking place in Sydney on 17 March, Brisbane 18 March and Melbourne 19 March.

You were recently voted as the best river cruise line by Cruise Critic, what was some of the feedback you received?

We’re extremely proud of this recognition as it shows that AmaWaterways stands out in the river field thanks to our beautiful ships, and interesting itineraries and programming.

In this category, Cruise Critic recognised us also for being pioneers in the industry. We’re charting a new course along Colombia’s Magdalena River, plus our 70 dedicated Wine Cruises have been incredibly popular.

The other Cruise Critic award we won was Best for Active Cruisers in the River Category. This one is particularly exciting as it acknowledges the ongoing work we are doing to promote wellness while travelling. AmaWaterways puts wellness at the forefront of all our cruises, with active or wellness-focused opportunities every day. For example, our onboard Wellness Hosts in Europe and Asia lead a range of daily activities onboard from yoga and stretch classes to Zumba classes and Tai Chi. Off the ship, there are different levels of walking tours, plus bike and hiking tours that allow us to meet our guests where they’re at. We also offer healthy menu options across the fleet. So guests can hit their fitness goals, even on holiday.

What are the fastest-growing trends in luxury river cruising?

Wellness travel has become a focus for many of our guests, which is why we’ve focused on expanding our offering in this area.

Multigenerational travel is something most areas of the industry are now talking about. And it’s certainly a trend we’ve seen at AmaWaterways. Family groups comprising three generations of members enjoy the luxury of time and space on a river cruise, and our all-included shore excursions cater to a range of tastes, which means everyone is getting the most out of their time with us.

What does luxury mean to you?

We consider luxury to be how we make our guests feel. It’s an interesting term that can lose its meaning if the level of service and personalisation doesn’t match a guest’s expectations. AmaWaterways ships offer more space for our guests to relax in and enjoy, and our itineraries are curated to offer a luxury of time that guests often don’t have in their lives otherwise. Plus, AmaWaterways guests have a choice of up to six included shore excursions each day which assures our guests there won’t be surprise charges when they disembark.

What’s one thing you wish agents knew about AmaWaterways?

Our team has joked that in Australia, AmaWaterways is the oldest new kid on the block. Our company has a proud history of 22 years of operation on the world’s rivers, led by river cruise industry pioneers. This experience has led us to have one of the largest fleets in Europe, industry-leading ship design, and the ability to venture into new experiences such as Colombia.

But most importantly, AmaWaterways learned early on that our relationship with advisors was our highest priority. We offer lucrative commercial terms and one of my proudest experiences is when an agent tells me how responsive, helpful and happy our local reservations team is.