ITTN Soaks Up VIP Treatment Onboard AMA Sonata at Pre-Night CLIA River Conference Event in Budapest

ITTN’S Sharon Jordan was 1 of 30 plus VIP guests from the UK & Ireland that were hosted onboard AMA Sonata on a pre-night exclusive evening before the CLIA river conference kicks off in earnest at 12pm, today, Saturday the 08^th March.

The Ama team including Cruise Manager and ship Captain welcomed us all onboard with a sail and sip cocktail reception for their first working night of the season.

After the business update led by UK & Ireland Managing Director Jamie Loizou it was time to dine. The group made its way to the dining area for a delicious meal and to meet Executive Vice President, Kristin Karst. What a way to start the conference. Follow ITTN on social media for videos on the suites and ship features.

Here’s the highlights of the Business Updates.

–What’s New in 2025, 2026 & Beyond. The highlight being Colombia which has a brand new programme and 2 new ships sailing on the Magdelena River.  Jamie also reported in the growing popularity of the Grand River Cruises programme of 14 night cruises including the following itineraries –

• Magnificent Europe
• Grand Seine & Bordeaux
• Grand Seine & Rhine
• Grand Rhine & Dutch Canals

–Jamie also advised the development of a host of New AMA ships over the next 3 years.

Andrea Stafford, Director of Sales for the UK and Europe, updated us on what’s trending in the business. She reported that January and February were strong sales dates. AMA reported that they are over 60% up year on year in revenue for all season’s bookings. Their Core business is for 2025 and an increase in average selling price. She also reported that that their top booking destinations are –

• 1 Upper Danube
• 2 Rhine
• 3 Douro
• 4 Mekong
• 5 Nile

The Dutch and Belgium waterways along with the Moselle have also seen good growth.

An exciting river destination Egypt is a speciality of AmaWaterways and they offer an 11 night itinerary with 3 nights pre Cruise in Cairo and post Cruise a further night in Cairo. After 3 nights exploring Cairo and surrounds guests fly to Luxor for a wonderful 7 night cruise experience on AmaLilia or AmaDahlia visiting the Valley of the Kings, amazing tombs and temples. Andrea also mentioned that they also see beautiful Aswan to enjoy felucca sailing boats and glorious sunsets.

They also have a ‘Become an AmaEgyptologist’ programme where agents can become an Expert – it’s basically a chance to learn all about Egypt on their website, it’s a quick and fun learning platform and once you have completed the quiz and have your certificate, if you just make any booking by the end of March you will receive a £50/ €50 shopping voucher. This doubles to £100/€100 if it is an Egypt booking!

Andrea then brought us to France where she reported that post Olympics bounce with bookings up by 134% (2024 vs 2023).

France overall is up 57% YOY and AmaWaterways has a beautiful selection of itineraries, including the Taste of Bordeaux chateaux, countryside, history, culture and some of the best wines with vineyards older that the city itself. Before merging into the Gironde Estuary, the Garonne and Dordogne rivers flow through a region renowned for its wine growing, majestic châteaux and gastronomic delights. Breathtaking countryside views call out for cyclists to pedal past idyllic vineyards and timeless wine estates.

The Saône River flows from northeastern France into the Burgundy countryside. Historic Beaujolais vineyards beckon for passionate oenophiles to enjoy the local wine culture. Venturing south, the Saône connects with the Rhône River in France’s grand food capital, Lyon, later serving up palate-pleasing wonders from Avignon’s truffles to the legendary vineyards of Côte du Rhône. Roman ruins also await beyond the riverbanks, where fragrant lavender beckons for a few short summer weeks in Provence.

Showcasing the best of Northern France, the Seine River cascades beneath 37 bridges, passing countless architectural landmarks, including the iconic Eiffel Tower. From Paris, the river meanders a north-westerly course through Normandy’s countryside. Visit Monet’s garden in Giverny.  

Off Peak Travel becomes the new normal.

Look at these stats Andrea reported –

2023 V 2024 over Christmas and New Year departures increased over 35%.

February and March departures increased over 400% versus February last year

November departures are over 50% ahead

Christmas and New Year are over 100% ahead. The season has been elongated with a February start to the season and runs all the way through to November.

Wellness Cruising continues to be the BUZZ word in cruising and AmaWaterways are offering new ‘Celebration of Wellness’ River Cruises, designed with their active travellers in mind. Active hikes in the Vienna Woods, bike tours and guided runs and a ‘your choice’ from up to six daily included wellness classes Ama also boast two dedicated wellness hosts on board and include onboard Wellness Talks on 2 dates:

• Melodies of the Danube 2 August 2025
• Paris and Normandy 9 August 2025

Farm to Table takes center stage –

• For years AMA have sourced all fresh produce, herbs and freshwater fish from local farmers, many of whose families have been toiling along the banks of the Danube for generations. As members of the prestigious La Chaîne des Rôtisseurs culinary society and Tables et Auberges de France, ensures they provide high-quality food and wine on board.

Anna Borrer, Business Development Manager, for the South East took over from Andrea to talk about the coveted Groups & Charter business that continues to drive the cruise business.

Anna detailed that AmaWaterways offer group opportunities such as

• Themed Groups – individuals travelling together with the same interests.
• Standard and Affinity groups – Great for agents who have people travelling together with an association to each other
• 3 Promotional Groups-Designed for Travel agents to promote to their data bases who may not make the minimum of 10 cabins and need flexibility
• Part and full charters available for all river cruises. Great for themed cruises. EG Dance groups, performing arts, local associations