AmaWaterways working with record numbers of UK agents

The luxury river cruise line has seen its agent distribution grow by 21% so far this year* and is seeing sales from more individual UK travel agencies than at any time in its history. Overall trade sales, through both existing and new partners, have risen by over 65% over the same period.

“Our ethos has always been to focus our efforts on working with the trade, with bookings via our trade partners accounting for the vast majority of our business.” says Jamie Loizou, Managing Director. “The whole UK team works tirelessly to build new relationships and to strengthen our existing partnerships. We are delighted that our hard work is getting results, but with six ships being added to the fleet in 2025 we aren’t resting on our laurels. Our goal is to continue to expand the number of agents we work with and ensure those we already work with continue to see us as a great company to do business with.

“AmaWaterways has always been an innovator in the river cruise sector and having exciting new products, such as our new programme on Colombia’s Magdalena River, helps us to engage with new agents and audiences. Once they meet the team, learn more about our portfolio and see how much support we offer to help them clinch a sale, they understand why we stand apart from our competitors.”

Agents working with AmaWaterways benefit from wide ranging marketing and sales support including overbranded websites, brochures and flyers, as well as a comprehensive Travel Agent portal featuring a series of educational webinars.  In addition to regular educationals, the company’s ‘Sell Five, Sail Free’ incentive rewards agents who make five bookings with a complimentary European cruise for two people.

Agents looking for more information should visit AmaWaterways.co.uk or call 0800 520 2250.

*Figures are based on bookings made from 1 January 2023 to 30 September 2023 versus the same period in 2024.