In the genteel world of luxury river cruising, where Champagne flows like the Danube and excellence is expected to arrive not fashionably late but precisely on time, one of the industry’s most esteemed figures is making a considered and classy retreat from centre stage—though not without ensuring the next act is worthy of the ticket.
Rudi Schreiner, co-founder and long-time CEO of AmaWaterways—often referred to in travel circles as the “Godfather of River Cruising”—has announced he will be transitioning to the role of Chairman of the Board. Starting 1 July, the company’s presidency baton passes squarely (and securely) into the hands of Catherine Powell, who will ascend to the role of Chief Executive Officer.
And what a baton it is: gold-plated, elegantly weighted, and embossed with two decades of innovation, grit, and globetrotting glamour.
From Vision to Voyage
Schreiner, together with fellow co-founder and brand matriarch Kristin Karst, has spent over two decades sculpting AmaWaterways into a revered symbol of refined travel. Together, they transformed rivers like the Rhine and Rhône into floating catwalks of hospitality, innovation, and old-world grace.
Speaking with characteristic humility tinged with pride, Schreiner remarked:
“We’re thrilled by what we’ve built—new markets, fresh faces, and frankly, a new generation of river cruisers. Catherine represents the future. It’s a real inflection point—and I couldn’t be prouder.”
It’s the sort of handover that would make even the House of Windsor take notes.
Enter: Catherine Powell
Catherine Powell is no stranger to big brands and bold transformations. Her résumé includes powerhouses like Airbnb and the Walt Disney Company, where she established a reputation as a razor-sharp operator with a global perspective and a soft spot for storytelling, precisely the sort of pedigree AmaWaterways needs as it navigates a transformed post-pandemic travel world.
Catherine Powell
“This is a dynamic moment of both growth and transformation,” said Powell.
“Rudi is an icon—his legacy is stitched into every ship, every itinerary, every toast on board. I’m honoured to take the helm and carry his vision into the next exciting chapter.”
The reverence is mutual. According to Karst, who now holds the title of Chief Brand Ambassador and continues to wield charm like a velvet hammer, Powell embodies the values on which AmaWaterways was built: “passion, innovation, and deep personal connection.”
“Rudi and I poured our hearts into AmaWaterways,” Karst added, her voice brimming with unmistakable warmth.
“Now, I’m thrilled to focus on what I love most—our guests, our travel partners, and the local communities we support.”
A Strong Wind in the Sails
Behind all this elegance and heartfelt sentiment lies shrewd strategic intent. Industry analysts and partners alike agree: AmaWaterways is on a growth trajectory as sleek and swift as one of its twin-balcony river vessels.
Since its founding in 2002, the company has earned a loyal following and considerable acclaim for marrying attentive service with meticulously curated itineraries. It’s no surprise, then, that powerhouse private equity firm L Catterton continues to back AmaWaterways with bullish confidence.
Jennifer Reid, Partner and Director at L Catterton, commended Schreiner and Karst for building a brand “beloved and highly coveted” across global cruising circles.
“Looking ahead, we foresee immense growth. The company is investing heavily in digital innovation, new destinations, and exceptional customer experiences—all while maintaining its soul.”
Luxury with a Modern Twist
For Powell, the future is anchored not just in tradition, but in evolving the AmaWaterways brand to meet the expectations of luxury travellers who want heritage with a side of Wi-Fi.
Marc Magliacano, Managing Partner at L Catterton, couldn’t agree more.
“Catherine’s experience with Disney and Airbnb makes her the perfect captain for this voyage. She understands how today’s travellers crave meaningful, immersive experiences with a touch of indulgence.”
That means not only exploring the vineyards of Bordeaux or the fairytale castles of Bavaria, but doing so with eco-friendly propulsion, on-demand digital connectivity, and menus that would give any Michelin-starred chef a run for their soufflé.
Charting New Waters
AmaWaterways is also diving headlong into new markets and segments. Whether it’s seducing Gen Z globetrotters with wellness cruises or expanding further into Asia and South America, the company seems determined not to rest on its gilded laurels.
What’s clear is this: Powell’s appointment signals not a changing of the guard, but an evolution- a continuation of a legacy infused with new energy and fresh eyes.
It’s not every day that the cruise world sees a transition so seamlessly orchestrated and so richly deserved. In a business often ruled by tides of change and the choppy waters of market trends, AmaWaterways has managed to keep its course steady and stylish, like a river vessel gliding past the castles of the Danube.
And with Powell now at the helm, guided by the steady compass of Schreiner and Karst, AmaWaterways appears poised for its most luxurious chapter yet.
Bon voyage, indeed.
By Susan Ng
