Now that Rudi Schreiner, AmaWaterways’ co-founder and current CEO, is transitioning to his new role as chairman of the board, Catherine Powell will be promoted from president to CEO of the brand, effective July 1, 2025.
We sat down with Powell to get her take on the new role, and what the transition means for travel advisors and their river cruise customers.
What is your background in the travel industry?
I was at Airbnb for four and a half years. I joined [the company] to head up Airbnb Experiences in January 2020 — just before the pandemic — and then moved to be head of hosting, where I was responsible for growing and retaining our global community of over 5 million hosts (of both Airbnb homes and Airbnb experiences). I was focused on helping to guide and support the hosts by creating that unique and human connection between guests and the communities they were visiting.
Catherine Powell is CEO of AmaWaterways, effective July 1, 2025.
Credit: 2025 AmaWaterways
And before Airbnb, I was at Disney for 15 years. My roles included being president of Disneyland Paris, as well as president of parks west, which included Walt Disney World, Disneyland and Disneyland Paris. The responsibilities for running a theme park are extremely wide-ranging, from the operational side of managing hotels, restaurants and attractions to the creative side of designing lands and entertainment and, of course, the business side of sales and marketing.
At the heart of everything is creating a magical and memorable experience for guests — and that’s what ties it all together for me.
I’ve always been passionate about how travel can inspire, delight and bring people closer to the colorful world around them. What draws me to river cruising is the unique opportunity to be immersed in the rich, vibrant culture of the communities you visit. There’s something special about the pace of river cruising — it creates space for meaningful connection, authentic discovery and moments of quiet luxury onboard elegant ships that welcome and indulge.
What draws me to river cruising is the unique opportunity to be immersed in the rich, vibrant culture of the communities you visit.
What is your vision for AmaWaterways, now that you’re taking the reins?
I feel incredibly honored to step into this role and continue building on the strong foundation Rudi and Kristin [Karst, the other co-founder] created. AmaWaterways has always been rooted in family values, innovation and an unwavering commitment to our guests and travel advisor partners, and I am excited to carry this legacy forward.
My vision is centered on thoughtful growth: expanding our fleet, partnerships and destinations while continuing to elevate every aspect of the guest experience. We’ll lean into innovation and global opportunities, always guided by the same principles that have made AmaWaterways the trusted, award-winning brand it is today.
My vision is centered on thoughtful growth: expanding our fleet, partnerships and destinations while continuing to elevate every aspect of the guest experience.
River cruising is in the spotlight like never before, attracting a broad and growing audience of curious, experience-driven travelers. Our current growth reflects our confidence in the future of the industry. As we grow our fleet and introduce new experiences, we will remain focused on delivering the highest level of personalized service and opening up even more of the world to our guests, both long-term cruisers and those discovering river cruising for the first time.
How will travel advisors factor into your upcoming strategies?
Travel advisors are at the heart of AmaWaterways. We deeply value the relationships we’ve built over the past two decades and fully recognize how essential their expertise and support are to our mutual success. As we grow, we are committed to growing alongside our travel partners — listening closely, collaborating openly and investing in the tools, training and programs that empower them to sell our cruises and deliver exceptional value to their clients, our guests. This partnership is part of our DNA, and that will never change.
Travel advisors are at the heart of AmaWaterways … This partnership is part of our DNA, and that will never change.
What should loyal and potential advisor partners know about the near- and long-term future of the brand?
You can expect continuity, with a renewed focus on innovation. We are planning carefully considered growth — introducing new ships, exploring exciting new destinations, forging meaningful partnerships and developing unique experiences that reflect the evolving needs of today’s and tomorrow’s travelers. Our goal is to offer fresh, exciting options to keep loyal luxury river cruisers engaged while attracting new guests discovering river cruising for the first time.
We will continue to reinforce our position in the premium travel space by delivering a differentiated product, enhancing our offerings and expanding the value proposition for travel advisors with compelling new options for clients seeking distinctive high-end travel and immersive experiences. Advisors can expect greater personalization, technology enhancements and expanded global destinations — all designed to make AmaWaterways even more rewarding for both advisors and their clients.
Is there anything else you’d like to share as you begin in your new role?
I’m filled with gratitude for the trust Rudi and Kristin have placed in me, and I’m incredibly excited about what lies ahead. As traveler expectations shift and luxury experiences evolve, I’m committed to ensuring that AmaWaterways, alongside our travel partners, remains at the forefront — leading the way in delivering personalized, meaningful and forward-thinking travel experiences while shaping the future of the industry, and nurturing the spirit that has made AmaWaterways so special.
