If you’ve been following river cruise conversations lately—especially among past guests —you’ve probably noticed one topic sparking a lot of debate: AmaWaterways’ new logo, branding, and website.
Rebrands are always tricky. Change something people love, and emotions follow. And in this case, the response has been… spirited.
The Reaction So Far: Mixed, and Very Vocal
Based on feedback circulating among guests, advisors, and online communities, reactions appear sharply divided. A sizable majority—perhaps 75–80%—have expressed some level of disappointment or concern. The remainder genuinely love the new direction.
That kind of split tells us something important: AmaWaterways didn’t tweak. They pivoted.
What Changed—and Why It Feels So Different
The new AmaWaterways look is:
Younger and more modern
More lifestyle-driven, less traditional luxury
Designed to feel lighter, fresher, and more accessible
From a branding standpoint, it’s clearly aimed at attracting future river cruisers, not just longtime loyalists. The intention seems to be expanding appeal to Gen-X travelers and active professionals who may not see themselves in classic “river cruise” imagery.
Whether that resonates—or alienates—depends on the viewer.
The Logo & Visual Identity
The previous Ama identity felt elegant, refined, and unmistakably premium. The new logo and color palette feel:
More casual
More contemporary
Less formal than many expected
Some guests love that it feels “approachable.” Others feel it dilutes the brand’s hard-earned luxury reputation.
One particularly emotional reaction we’ve heard repeatedly?
The scarves. The new years design was always full of anticipation.
A Few From The Past
For many longtime Ama guests—especially women who sailed multiple times—the scarves weren’t just a welcome gift. They were a tradition, a keepsake, a symbol of the brand’s personality. Seeing that visual language disappear has been genuinely disappointing for some.
The New Scarf For 2026
The Website: Modern, But More Complicated
The new AmaWaterways website (link here) is arguably the most controversial part of the update.
What’s improved:
Stronger visuals
More storytelling
Better mobile responsiveness
What’s more challenging:
Harder navigation
Less intuitive itinerary comparison
More clicks to reach practical details
From a travel advisor perspective, this is where frustration is most pronounced. The site feels built FAR more for inspiration than efficiency—great for browsing, less ideal for researching. It’s not uncommon to hear advisors say it now takes longer to accomplish tasks that used to be straightforward.
So… Is This a Problem or a Transition?
The truth is, it’s probably both.
AmaWaterways hasn’t changed what happens on the ship—and that’s the most important part. The food, service, guides, ships, and itineraries remain among the strongest in river cruising. The experience guests love hasn’t gone away.
What has changed is how Ama presents itself to the world.
And branding transitions often take time. Some elements may evolve again as feedback rolls in. Others may stick as Ama doubles down on attracting a broader, younger audience.
Our Take as River Cruise Specialists
Rebrands come and go. Ships, service, and experience matter more.
So, What Do I Do With My Hat Now?
Our role hasn’t changed:
We help you cut through the marketing
We explain what’s actually different—and what isn’t
We help you decide whether AmaWaterways is still the right fit for you
For some travelers, this new direction will feel exciting. For others, it may raise questions. Either reaction is valid.
If you’d like help navigating the new AmaWaterways website, comparing itineraries, or understanding how Ama now stacks up against other river cruise brands, we’re always happy to help.
Ohh, and we still LOVE AmaWaterways. Connect with us below to learn about some private special offers that we have available.
And yes—you can explore the new AmaWaterways site HERE—but you don’t have to figure it out alone.
