Press Releases River Cruising

AmaWaterways Provides Information and Inspiration With New AmaAcademy Training Course

AmaWaterways Provides Information and Inspiration With New AmaAcademy Training Course

Leading River Cruise Line Offers Continued Support for Travel Advisors Through Online Education Platform and New Virtual Marketing Suitcase


CALABASAS, CA – (October 26, 2020) – As part of its ongoing commitment to valued travel advisor partners, AmaWaterways today announced the launch of its new AmaAcademy Course – “The Danube River with AmaWaterways” – as well as its second virtual Marketing Suitcase promoting group business. Available to travel advisors through the luxury river cruise line’s Travel Advisor Portal on its website, the course material was designed to help advisors grow their sales from the increasingly popular river cruise segment.


During the current pause in operations, AmaWaterways executives and BDMs have remained fully engaged with travel partners through a series of more than 2,000 virtual events providing vital information on rescheduling cruises, real time health and safety protocols and inspirational content on new ships and itineraries. These tools provide ongoing education, rewards and actionable resources to help stimulate new leads for future river cruises.


“Timing is perfect to launch the second AmaAcademy Course and our new virtual Marketing Suitcase promoting river cruise groups. There is a such a pent up demand from travelers wanting to reconnect with extended family members and close friends, and we know river cruising is perfectly poised to capture that demand in 2021 and beyond,” said Gary Murphy, co-owner and senior vice president of sales at AmaWaterways. “Our travel partners are valuable members of our AmaFamily and have shown true dedication and resilience dealing with unexpected challenges over the past nine months. We remain committed to investing in them, providing the tools, training and support they need to rebuild their business. Our heartfelt commitment to them is part of the ‘AmaDifference!’”


Launched in August of 2019, the first AmaAcademy course titled “Ama’ Means Love: The AmaWaterways Difference,” received excellent feedback from travel partners – many new to river cruising. AmaAcademy’s second course, consisting of four lessons, spotlights AmaWaterways’ offerings on the Danube River – one of the most sought-after river cruising regions – and provides details on exclusive experiences available only for guests sailing AmaMagna’s “Magna on the Danube” itinerary. As with the first, travel advisors who make a reservation with a deposit within 90 days of completing the new course qualify to earn a $50 digital Mastercard.*


In a continued collaboration with Sandra McLemore of Travel Marketing & Media, AmaWaterways also released its second virtual Marketing Suitcase focusing specifically on group, charter and part-charter business. Anticipating an increase in special interest groups and “celebration travel” in 2021 and 2022, the new group suitcase delivers captivating content for travel advisors to effortlessly market group travel to their clients, including:


  • An industry training video from Gary Murphy, co-owner and senior vice president of sales, and Alex Pinelo, vice president of sales, who will share everything from best practices to group policies
  • Four customizable blogs about group cruises
  • 30 social media posts with customizable images, captions and hashtags
  • Four stunning 1-minute videos for posting on social media, newsletters or websites


Travel advisors must complete the first virtual Marketing Suitcase on the Danube and Rhine Rivers before accessing the second group-related one. Both suitcases are available at no cost on AmaWaterways’ Travel Advisor Portal.


“Since early March, we pivoted and redirected 100 percent of our marketing efforts to provide the resources needed to support the travel advisor community, and it’s exciting to launch these two additional education tools and marketing resources just for them,” added Janet Bava, chief marketing officer of AmaWaterways. “Travel advisors are an extension of our sales and marketing teams, and it’s an absolute honor to offer these hard-working individuals the compelling content they need to plant the seeds and grow their future business with AmaWaterways.”


With three new ships launching in 2021, including the much anticipated AmaDahlia on the Nile river, AmaWaterways’ luxury fleet of 25 ships and experienced crew are prepared and ready to welcome guests back on the rivers in 2021.


*One reward per travel advisor per course.


To sign up for AmaAcademy or the unlock the virtual Marketing Suitcase, visit the Travel Advisor Portal at For full details, or to book an AmaWaterways river cruise for a client, visit the Travel Advisor Portal on or call 1.800.626.0126. Follow AmaWaterways on Facebook at, Instagram @AmaWaterways, Twitter @AmaWaterways, and YouTube at


About AmaWaterways

A family-owned company celebrating 18 years on the river, AmaWaterways offers unforgettable river cruises with 25 ships sailing Europe’s Danube, Rhine, Moselle, Main, Rhône, Saône (2021), Seine, Garonne, Dordogne, Dutch and Belgian Waterways and Douro Rivers, Asia’s Mekong and Africa’s Chobe and Nile Rivers (2021). Led by experienced river cruise co-founders Rudi Schreiner and Kristin Karst, the company is renowned for its innovative stateroom design featuring unique “twin balconies;” its wellness activities including a wide choice of included shore excursions featuring biking and hiking options for the active traveler; and its award-winning dining—including The Chef’s Table specialty restaurant as well as complimentary fine wine, beer and soft drinks with lunch and dinner. Modern, spacious and tastefully decorated, each ship features onboard amenities such as hair and massage salons and a fitness room, and many have heated outdoor swimming pools with swim-up bars. AmaWaterways leads the river cruise industry in innovation highlighted with the launch of AmaMagna, which at twice the width of traditional river ships, offers a new dimension in luxury river cruising. The company also offers a variety of themed sailings and brand relationships, with sailings geared towards active travelers and families as well as group and charter options.


With the highest-rated ships in Europe according to the third edition of Berlitz: River Cruising in Europe & the USA, AmaWaterways has received countless honors and accolades including Cruise Critic’s 2019 Editor’s Pick Award for “Best River Cruise Line” and “Best for Active Cruisers,” 2018 AFAR Reader’s Choice Award for “Best River Cruise Line” and inclusion of AmaMagna in 2019 TIME “World’s Greatest Places.” In addition, 18 river cruise ships in its European fleet have earned the Green Award certification, recognized for industry-leading safety, quality and environmental performance.