View From Afar is a podcast by the travel industry, for the travel industry. The travel industry is constantly evolving, and in our latest podcast, View From Afar, Afar editors talk with the changemakers—the CEOs, tourism experts, hoteliers, and more—who are making travel better for consumers, and the world.
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View From Afar is a podcast by the travel industry, for the travel industry. The travel industry is constantly evolving, and in our latest podcast, View From Afar, Afar editors talk with the changemakers—the CEOs, tourism experts, hoteliers, and more—who are making travel better for consumers, and the world.
Live From ILTM: Cutting Through the "Sea of Sameness"—Catherine Powell's Vision for AmaWaterways
View From Afar
19 minutes
2 weeks ago
Live From ILTM: Cutting Through the "Sea of Sameness"—Catherine Powell's Vision for AmaWaterways
AmaWaterways is expanding river cruising's appeal beyond its traditional audience, drawing in solo travelers, active families, and wellness-focused guests who are discovering this style of travel for the first time.
In this ILTM (International Luxury Travel Market) episode, recorded live in Cannes, Catherine Powell, the new CEO of AmaWaterways, joins Afar editor in chief Julia Cosgrove to reveal the brand's fresh visual identity and expansion plans, including eight new European ships and pioneering Colombian routes.
Catherine brings expertise from Disney Parks and Airbnb to the family-founded company, applying her knowledge of memorable guest experiences to river cruising.
Under her leadership since early 2025, AmaWaterways is cutting through the "sea of sameness" with distinctive branding and curated experiences, from Smithsonian journeys to Soulful Experiences cruises celebrating Black culture. The conversation also explores the brand's pioneering spirit—and how it maintains intimacy while scaling.
What You'll Learn
AmaWaterways is launching several new ships through 2027, including the AmaRudi (named after co-founder Rudi Schreiner)
Every AmaWaterways ship has a dedicated wellness host leading programs from morning yoga to differentiated hiking levels for "gentle walkers" and active adventurers
The brand offers specialized cruises including Adventures by Disney partnerships, Soulful Experiences, Latin Touch, and Smithsonian Journeys to connect like-minded travelers
Solo travelers are thoughtfully accommodated with dedicated tours, strategic table arrangements with a fifth chair, and inclusive programming during holidays
Key Moments
[1:59] Catherine unveils AmaWaterways' brand refresh at ILTM, explaining the need to stand out in a market full of "blue and gold sameness"
[4:26] Discussion of Catherine's Disney and Airbnb background: deconstructing hospitality to its core elements of welcome, communication, care, and surprise
[6:18] Julia shares her personal experience sailing with young children, highlighting how crew members embodied the family-founded company's warmth
[13:35] What wellness on board looks and feels like
[16:31] Catherine's vision for innovation: from Colombia's Magdalena River infrastructure to using AI to enhance rather than replace human connections
Resources
Visit the AmaWaterways website for cruise information and bookings
Explore our river cruise coverage featuring AmaWaterways on afar.com
Discover ILTM Cannes where this conversation was recorded
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Explore our other podcasts, Unpacked, where we dig into the trickiest topics in travel, and Travel Tales, which celebrates first-person narratives about the way travel changes us.
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This ILTM special series was recorded live in Cannes, France. View From Afar is a production of Afar. The podcast is produced by Aislyn Greene and Nikki Galteland.
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View From Afar
View From Afar is a podcast by the travel industry, for the travel industry. The travel industry is constantly evolving, and in our latest podcast, View From Afar, Afar editors talk with the changemakers—the CEOs, tourism experts, hoteliers, and more—who are making travel better for consumers, and the world.
