Speaking to Karryon during her first visit to AmaWaterways Sydney office, Co-founder and Chief Brand Ambassador of the luxury cruise line, Kristin Karst, revealed charter ships could be part of its future plans.
Karst says as well as building more ships like AmaMagdalena – the first luxury river cruise ship on Colombia’s Magdalena River – the luxury cruise line could also look at “building smaller ships that just a family or group of friends can charter”.
“People want their own space, and post-COVID they are prepared to spend more money on these experiences because they don’t know what’s coming, and that’s pushing the envelope of the luxury space.”
She says in addition, she sees more room for ships like the double-wide AmaMagna because “that’s about the luxury of space and more choice in restaurants, so we’ll continue to build more ships of this size too”.
New destinations and philanthropy
Karst says they are also looking at additional rivers in “more exotic countries” where they expand on the work they currently do on the Mekong and Magdalena Rivers.
“In places like Colombia, there’s no infrastructure and people live there in poverty, and we build ships that give employment from using local fishermen who source fresh fish to sourcing art and crafts to feature on the ship.
“Our next project is to select a new port to further help with the education of local children.
“This is an extension of what we already do as sponsors of the ODA Free Village English School in Siem Reap, which helps children gain higher education and better employment.”
Karst says Europe will also remain a key destination for the river cruise company.
“Europe will always be the place for first-time river cruisers to start and then they’ll go to more exotic destinations… and even here, we need to be good stewards and sustainable because overtourism in cities connected to land programs is a problem.
“An example is on the Danube River where we were asked to sponsor a local church in Vilshofen. By assisting the local community, this enables us to have a relationship where we can take guests there to be part of an organ concert in a medieval church, so it’s about working out ways where we can work together.”
The evolution of luxury river cruises
“Groups are becoming smaller and younger people want to sleep in and want to rest, so we need to cater to different groups, and customisation and personalisation is the new luxury, it’s not about the big chandelier,“ says Karst.
She says in years from now we’re likely to also see more “private tours and maybe families having picnics in a vineyard and couples having a private car tour and not joining small group tours”.
She says instead, they will want their own concierge to put together bespoke experiences for them while they are on board.
As for AI, Karst says people will always come first.
“Travel is still a very human business and I don’t think you can replace what cruise managers are doing. They are key for guests and they are 24/7, and a personal touch won’t go away.
“Human connection is so strong, it’s a personal service that AI can never provide.”
For more information, visit AmaWaterways.
