AmaWaterways is looking to double the number of UK agents it works with over the next year.
The river cruise line has increased distribution through agents by 125% since opening a UK office almost exactly a year ago.
Managing director Stuart Perl would not disclose figures but said the UK business had surpassed its 2017 target and had its best-ever sales month in August.
It is targeting at least 30% passenger growth next year.
The company hosted a fam trip on a two-day sailing in Amsterdam this year and plans to host one on AmaKristina on March 22, 2018.
This week the line unveiled its ‘Agent High Flyers’ promotion offering £25 flight vouchers for every 2018 European sailing, and revealed an agent reward scheme would launch in January.
Next year will see the launch of AmaLea, while AmaMagna – tipped to be the Danube’s biggest river cruise vessel – will launch in 2019. The latter will go on sale at World Travel Market in November.
Perl said: “There is a definite move from ocean to river, but the challenge is to expand our distribution network to those agents not selling river or cruise but who are strong in touring, city breaks or independent holidays.
“We want to stand out and innovate the way in which we work with trade partners.”
Perl said business with operator partners Titan and Great Rail Journeys was growing and the line was looking for more partnerships.
The line earned preferred supplier status with The Travel Network Group in June and has commercial deals with all major consortia.