As Asia’s appetite for cruising continues to evolve, Kristin Karst, co-founder of AmaWaterways, sees immense opportunities to unlock and grow the region’s potential for luxury river cruising. While the U.S.-based river cruise company already has a presence in Asia, efforts are ramping up to deepen market penetration.
“We do quite a significant business in Southeast Asia already. Our bigger markets are Hong Kong, the Philippines, Taiwan, and South Korea,” said Karst, who recently transitioned from executive vice president to chief brand ambassador. “Currently, we have a certain awareness in the Asian market through some travel advisors, but we would love to penetrate deeper,” she told Travel Weekly Asia.
Recognising the region’s potential, Karst believes now is the right time to boost awareness. “Southeast Asia is probably at least 10 years behind North America in terms of river cruising adoption, so there's a lot to catch up on. We want to introduce our beautiful ships and rivers to travel advisors and guests who will fall in love with the experience.”
Growing the love from Asia
Southeast Asia is probably at least 10 years behind North America in terms of river cruising adoption, so there's a lot to catch up on.– Kristin Karst, co-founder and chief brand ambassador, AmaWaterways
Founded in 2002 by Karst, Rudi Schreiner, and the late Jimmy Murphy, AmaWaterways now operates 26 luxury river vessels across Europe, Asia, Africa, and South America. The company has just expanded its executive team with the appointment of former Airbnb and The Walt Disney Company executive Catherine Powell as president, while Karst is now chief brand ambassador and relinquishes her role as executive vice president.
The company continues to expand its global footprint, including a dedicated regional office for Australia and New Zealand in Sydney and, more recently, the appointment of Melvyn Yap as business development director for Southeast Asia, based in Singapore.
To engage the trade in Asia, Karst envisions a series of educational initiatives, including seminars, breakfast and dinner presentations, consumer nights, and special offers designed to attract like-minded groups of travellers.
AmaMagna, the flagship of AmaWaterways, cruises past Bratislava, Slovakia.
A culture of innovation and consistency
The word “ama” means “love” in Spanish, and for Karst, that philosophy underpins the company’s culture – delivering a product that both employees and guests love. AmaWaterways distinguishes itself with custom-designed ships featuring expansive staterooms and suites ranging from 15 sqm to 66 sqm, exquisite dining, regional wine and drinks, extensive wellness amenities, scenic views, and intimate, personalised service.
“Eighty percent of the staterooms are the size of suites,” Karst noted. “We know from our conversations that the luxury Asian market prefers larger accommodations, similar to those on ocean cruises, making our ships an ideal introduction to river cruising.”
The brand’s commitment to innovation has built a loyal clientele, with many guests returning due to word-of-mouth recommendations. “Rudi and I have been here for 23 years, personally involved in every step. No other brand can say this. It’s one heart and one soul,” said Karst. “We are constantly evolving, adapting to what today’s clients want, and ensuring we have the best team and product in place.”
AmaWaterways continues to expand its fleet, with vessels navigating iconic rivers like the Danube, Rhine, Rhône, Seine, and Douro in Europe; Mekong in Southeast Asia, and Nile in Africa. The company also boasts exclusive routes, such as its Chobe River cruise in South Africa. New additions include two ships in 2024 – AmaLilia on Egypt’s Nile River and AmaMagdalena on Colombia’s Magdalena River – and two upcoming vessels in 2025 –AmaSintra on Portugal’s Douro River and AmaMelodia for Colombia cruising, bringing the fleet to 30 ships by 2026.
Small-ship cruising to less-crowded destinations is a hallmark of AmaWaterways. The company operates vessels ranging from just 28 guests on its smallest African ships to 196 on the double-wide AmaMagna in Europe. “In one minute from shore, you’re onboard and in your stateroom. Oceans take you to countries, but rivers take you through them,” Karst explained.
The Chef’s Table specialty restaurant on board AmaKristina.
Exclusive experiences that wow
What further sets AmaWaterways apart is its commitment to exclusivity and inclusivity. Guests enjoy parallel shore excursions, keeping group sizes small while offering a diversity of choices.
Dining is a key highlight, with AmaWaterways’ affiliation with La Chaîne des Rôtisseurs and Tables et Auberges de France ensuring top-tier culinary experiences. From The Chef’s Table specialty restaurant to freshly baked pastries and fine wines, the gastronomic journey is as memorable as the destinations, said Karst.
AmaWaterways curates unique shore experiences that set it apart. In Vilshofen, Germany, guests can enjoy an exclusive, year-round Oktoberfest featuring Bavarian beer, pretzels, and live music. On the AmaMagna, docking in Spitz, Austria, comes with a private wine tasting at Klosterhof Spitz.
For those cruising the Magdalena in Colombia, highlights include a special cliffside dinner with a cumbia performance in El Banco and a year-round Carnaval experience in Barranquilla. In Egypt, guests are treated to an exclusive private tour of the Abdeen Presidential Palace, complete with lunch.
As AmaWaterways strengthens its presence in Asia, Karst emphasises the importance of listening to the market’s needs.
“For us, it’s always about under-promising and over-delivering. It’s about creating surprises and delights,” she said. “When the customer comes onboard, we want them to experience that ‘wow’ moment, exceeding expectations and wanting to return.”