AmaWaterways reports more European agents creating group, part and full charter business

Luxury river cruise line sees 145% growth.

AmaWaterways’ European office has seen its groups and charter sales rise by 145% for 2026 (versus sales at the same time last year, for 2025 departures) with more travel agents than ever choosing to take advantage of group booking opportunities.

The growth is split across group bookings (of 10 or more guests), part and full ship charters.

The news comes as the company unveils its 2026 brochure, featuring its worldwide programme of more than 1,500 cruise departures across Europe, Asia’s Mekong River, Southern Africa’s Chobe River, Egypt’s Nile and the Magdalena River in Colombia.

Jamie Loizou, Managing Director commented “While FIT bookings remain a core focus of our business, more agents are seeing the benefit of Group, Part Charter and Full Ship Charter business. This allows them to add an element of uniqueness to the proposition, potentially with a host or appealing to those guests with a shared special interest.  Many agents are just taking advantage of our groups programme and channelling their sales into specific departures to benefit commercially.  We are seeing agencies of all sizes becoming increasingly ambitious and creative.  For full ship charters we have created unique itineraries for our partners to further match the destinations visited to their client’s preferences. We are not just seeing the growth of group bookings on European cruises, agents are also looking further afield on the Mekong and Colombia’s Magdalena River.  Our Business Development Managers can talk you through the benefits of Groups versus Part Charter and Charter, so we have the right solution for each partner”.

The company is also reporting strong growth for its 14-night European cruise packages for 2026 as well individual stateroom sales for its ‘Exotics’ programme, having extended the season on the Mekong and Chobe for next year.

Other previously announced highlights of the 2026 programme include:

New ship: AmaSofia will sail the historical Danube River from May 2026, debuting on the Magnificent Europe itinerary, which follows the route of emperors, kings and queens as it journeys between Amsterdam and Budapest. This 14-night trip, which was first introduced in 2025, is proving one of the clear winners for 2026, proving there remains strong demand for longer itineraries.

New land packages: For 2026, guests can choose between two optional cruise extensions when they book a Taste of Bordeaux cruise. A four-night pre-cruise add-on spends two nights in Madrid, and two nights in San Sebastián, while a new three nights land stay is being offered in Paris post-cruise.

New alliance with the Smithsonian Institute: From April 2026, select European river cruises will feature Smithsonian-crafted experiences, such as exclusive excursions and opportunities to engage with a variety of experts, ranging from art historians, archaeologists and scientists to anthropologists, historians and more.

Prices for the 2026 programme start from €1.884 per person for the seven night Best of the Danube cruise on AmaMagna, departing on 22 February 2026, including savings of €850pp, complimentary upgrade and €50 onboard credit.

All AmaWaterways’ cruises include fine dining, unlimited wine, beer and soft drinks with lunch and dinner, daily Sip & Sail cocktail hour with wine, beer, spirits and soft drinks, a daily choice of small group excursions, high-quality Wi-Fi and a Wellness programme with a variety of host-led fitness classes.

To book an AmaWaterways river cruise visit AmaWaterways.eu or call +44 (0) 333 305 3926.