AmaWaterways Enhances Cruise Experiences in Europe
Hank Schrader, USMA '71, Europe Destination & Europe River Cruise Expert
Anne Schrader, Certified Travel Counselor & Certified Luxury Cruise Specialist
There certainly is a significant trend for AmaWaterways to stand out in the hyper-competitive world of river cruising. The trend is enhanced land packages and more in-depth excursions and experiences.
Before we examine the enhanced land packages and upgraded experiences from AmaWaterways, an overview of the increased competition from river cruise companies is in order. Each brand should continue to evolve to succeed, and I think AmaWaterways is on track in its new and improved land packages and may ultimately lead the pack.
But first, let’s look at the competition between river cruise lines.
Increased Competition
By my count, 25 new river cruise vessels will start sailing by 2028, with most of the expansion from the established cruise lines. More ships means more opportunities to enjoy a river cruise, but the expansion is not just from the current river cruise brands.
It might also help you understand the hyper-competitive river cruise marketplace by looking at how many new companies are entering this lucrative market space and why current companies are working hard to differentiate their brand.
Celebrity will start sailing in 2027 with 2 new ships. MSC is considering entering the river cruise market with their Explora Brand. Another new entrant into river cruising is Trafalgar with a 128-passenger ship (using 2 older ships that sailed previously under the Uniworld brand) and they just began sailing. Trafalgar is part of the Travel Corporation, so now it joins the Uniworld brand (also under the Travel Corporation company) sailing in Europe. Century Cruises, a Chinese company plans to debut in Europe in 2028 with the Century Star on the Danube.
Now to AmaWaterways new excursions and land packages
AmaWaterways Smithsonian Journies Partnerships
There will be over 30 Smithsonian Journeys in 2027. Smithsonian Journeys are a partnership between the Smithsonian Institute and AmaWaterways which feature expert lecturers and exclusive excursions added to select cruises. The purpose of the special cruises is to explore the history, traditions and culture of the various regions of Europe (they also include other areas outside of Europe).
On the Smithsonian Institute website, they describe how they work together with “AmaWaterways to create unique excursions and activities designed with Smithsonian Journeys travelers in mind, offered exclusively for these departures”. Clearly exclusive tours, lectures and experiences is a unique opportunity for a more in-depth travel experience. Several of our clients have booked these special cruises and I expect this will continue in 2027 and 2028.
For 2028 there will be 50 Smithsonian Journies cruise on 15 different itineraries.
Usually there will be 2 experts from the Smithsonian Institute who will sail on these cruises, who share their insights through lectures onboard and informally over meals, and on tour. Some examples of areas covered include art experts, photography experts, music experts, and history experts.
Here are some examples of these cruises. On the Upper Danube, the program includes a special tour of Melk Abby and in Vienna, a guided tour of the world-renowned collection at Vienna’s Kunsthistoriches Museum.
Melk Abby
Kunsthistoriches Museum. Theseus defeats the Centaur marble sculpture by Antonio Canova is on the main staircase of the museum. Photo Hank Schrader www.dreamdestinations.com
Entrance to the Kunsthistoriches Museum. Photo Hank Schrader www.dreamdestinations.com
In France where the Saône River meets the Rhône, there is a special tour of Lyon. The first part is at Fourvière Hill, visiting its 19th-century basilica as well as the Roman ruins of Lugdunum.
Fourvière Hill Notre Dame Cathedral
Then venture into Vieux Lyon on a guided walk in the Saint Jean district, known for its traboules, hidden passageways used by silk workers to transport their wares and later by Resistance fighters during World War II.
traboules are hidden passageways used in the silk trade
While cruising the Rhine and Moselle on an 11-day cruise, there are several special excursions. The first is in Alsatian Colmar on a walking tour to admire its colorful, half-timbered houses and tour the home of Auguste Bartholdi, the artist who sculpted the Statue of Liberty.
Colmar, France. Photo Anne Schrader www.dreamdestinations.com
Statue of Liberty replica near Colmar, France. Photo Anne Schrader www.dreamdestinations.com
Next in Strasbourg, you walk through the lovely Petite France district, where timeless, half-timbered houses line winding canals. See the Cathédrale de Nôtre Dame and its famous astronomical clock and stop for a tasting of Alsatian wines along the way.
Strasbourg, France. In the background is the famous Notre Dame Cathedral
Strasbourg Norte Dame Cathedral. Photo Anne Schrader www.dreamdestinations.com
In Cologne, there is a special Roman Ruins walking tour.
In Amsterdam, you tour the world-renowned Rijksmuseum on a specially guided tour, viewing Rembrandt’s The Night Watch, works by Vermeer, and other masterpieces of the Dutch Golden Age.
Rijksmuseum
City Escapes
The City Escapes program are curated river cruises with longer time in port, designed for the quieter months in Europe. They are available on 5 routes in 2027. The routes are the Danube, the Rhine, the Seine, the Dutch & Belgian Waterways and the Grand Rhine & Dutch Canals.
The idea has a lot of merit, especially for seasoned travels. Often a first-time river cruiser tries to do everything and get exhausted by taking multiple excursions, so slower travel in the off-season solves this problem. I often hear folks want more independent travel time and a chance to just wander without a guide or group to keep up with (this really resonates with Anne)
We will keep an eye out for this new concept and see how it resonates with our clients.
New Land Extensions
The first new program is including London as either a pre or post extension. Included are a guided visit to Westminster Abby and an included theatre performance. This is a 3-day visit and includes 2 days of excursions.
On the second day, the theme is the landmarks and lore of London
Begin your morning with a guided tour that introduces the capital’s historic heart, from centuries‑old landmarks to contemporary financial districts. Later in the day, a guided Jack the Ripper tour reveals a more intriguing layer of this city.
On Day 3, the theme is From Westminster to the West End.
Explore Westminster with a locally guided visit to one of London’s most iconic districts. See storied government buildings, architectural highlights and the surrounding neighborhoods. Later, enjoy a show in the West End theater district.
Westminster Abby is the greatest church in England. It is the burial place of most of the important figures of English history. It is also where kings and queens have been crowned.
Westminster Abby in London, England
The second new land extension program is in Rome and is also a 3-day visit. On day 2, the theme is Experience the Vatican City.
Start the morning inside Vatican City with a guided visit that brings masterpieces to life. Admire the Sistine Chapel up close, then continue to St. Peter’s Basilica.
St. Peter’s Basilica
Michelangelo’s marble Pieta
St. Peter’s Basilica is the largest Catholic Church ever built, with a beautiful Baroque interior and a soaring dome. Michelangelo’s marble Pieta (the only work he ever signed) is stunning!
On Day 3, the theme is Visit the Colosseum and Domus Aurea (Nero’s Golden House).
Walk in the footsteps of emperors at the Colosseum, then explore the Domus Aurea for a vivid sense of ancient Rome. In the afternoon, choose your path: join a hands‑on cooking experience or enjoy a guided shopping outing.
Colosseum in Rome, Italy
Our Final Thoughts
There is no doubt in my mind all of these ideas are excellent. The Smithsonian Journeys is an instant hit and will continue to grow, as I expect the demand will be very high.
The city escapes program will also get good marks, with the only problem being the colder weather, in my judgement.
The 2 new London and Rome extensions will be popular but are more a reaction to match other cruise lines in Europe. By my count there are now 70 land extensions offered on all cruises. Some are better than others and we can help you decide on the ones that match your interests and budget.
While not covered in this blog, the recently announced Machu Picchu Land extension on the Magdelena River Cruise in Columbia will be a home run for those who can pay the steep price for a 5-day once-in-a-lifetime experience. I have been there and it is magical and we have sent folks there with different companies.
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ANNE has earned a degree from the University of Houston in Hotel and Restaurant Management. Serving as the President of Visit Dream Destinations, LLC, since 2016, she is uniquely experienced professional travel advisor with over 30 years’ experience in the travel industry. Among her numerous certifications, she is a Certified Travel Counselor (CTC) by the Travel Institute, considered the gold standard in travel agent certification and she is also an Accredited Cruise Counselor (ACC) by the Cruise Lines International Association (CLIA), as well Luxury Cruise Specialist also from CLIA. Having traveled often to Europe since 1989, she has expanded on her certification as a Destination Specialist in Western Europe (DS) with extensive first-hand experience in luxury vacations. She holds numerous other specialty designations from individual vendors. An expert photographer, she delights in capturing the true essence of destinations to share with all. Her river cruise certifications are:
AmaWaterways River Cruise Specialist
Riverside Luxury Cruises Specialist
Uniworld River Cruise Specialist
HANK is a certified Western European Destination Specialist (DS) who has been traveling to Europe for 55 years. He is also an Accredited Cruise Counselor (ACC), conferred by the Cruise Line International Association (CLIA). His last major certificate is a Verified Travel Advisor (VTA) certificate earned from the American Society of Travel Advisors (ASTA). This recognized expert in cruise and leisure travel is a retired Army Officer, and taught World Geography for 8 years. He is a `71 graduate of West Point and has earned 2 master’s degrees. His other Certifications:
AmaWaterways River Cruise Specialist
Avalon Waterways Specialist
CLIA Riverview Certificate
Emerald Waterways Specialist
Riverside Luxury Cruise Specialist
Scenic River Cruise Specialist
Viking River Cruise Specialist
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