Over the past few years, travel advisors have become much more than booking experts.
They’ve been sounding boards, problem solvers and trusted guides, helping clients navigate everything from border closures to changing travel requirements and shifting global events.
According to industry suppliers like AmaWaterways, confidence continues to strengthen as Australians become more comfortable travelling internationally again.
As a result, conversations are shifting: instead of asking whether they should travel, clients are asking where to go next.
The return of long-haul travel has reportedly also seen renewed interest in bucket-list experiences, extended European holidays and more immersive forms of travel.
In a world where anyone can search for a holiday online, the value of an advisor doesn’t lie in their ability to access information. It lies in their ability to know what will genuinely suit a client and create an experience they’ll remember for years to come.
A shift towards immersive travel
AmaWaterways continues to see strong demand from travellers seeking more meaningful and destination-focused experiences. The river cruise line says that travellers are not necessarily looking to see more destinations; they’re looking to experience destinations differently.
Unlike traditional touring, river cruises allow guests to wake up in the heart of a destination and spend their days exploring local communities with the comfort of unpacking just once.
Whether it’s wandering through Christmas markets in Germany and Austria, enjoying a wine tasting in the Wachau Valley or watching life unfold along the Mekong River, travellers are increasingly seeking experiences that feel authentic and connected to place.
“Guests are telling us they want experiences that feel meaningful,” AmaWaterways managing director Australia and New Zealand, Steve Richards said.
“They’re prioritising travel more than ever and they’re looking for journeys that allow them to connect with destinations in a deeper way. That’s where travel advisors are adding enormous value by helping clients find experiences that truly align with what they’re looking for.”
Europe in demand
AmaWaterways says that demand for Europe remains exceptionally strong and continues to offer availability across a range of sought-after 2026 departures.
Clients dreaming of a white Christmas can experience Europe’s festive season from a fresh perspective with staterooms on selected Iconic Christmas Markets cruises still available.
Availability also remains on selected Upper and Lower Danube River sailings in 2026.
These curated AmaWaterways itineraries continue to be among the most popular choices for Australian travellers thanks to their mix of culture, history, food, wine and iconic scenery.
Looking a little further ahead, advisors can also take advantage of availability on AmaWaterways’ new Mekong ship, AmaMaya.
Launching in 2027, the vessel will feature 60 elegant staterooms, a Sun Deck pool and regionally inspired onboard cuisine, offering clients another way to immerse themselves in one of Asia’s most captivating regions.
Richards said that demand is building steadily. “We’re seeing strong forward bookings, particularly for Europe,” he said.
“The advisors who are talking to clients today are putting themselves in the best position to secure the itineraries, dates and stateroom categories their clients really want. There is still availability, but the window is naturally becoming smaller as demand continues to build.”
As confidence returns, enquiry levels grow and travellers are ready to start planning again, the advisors who lean into those conversations now won’t just secure more bookings. They’ll help clients turn postponed plans and travel dreams into reality.
For river cruise availability, contact AmaWaterways on 1800 867 126 or resaunz@amawaterways.com.
