AmaWaterways plans to increase its trade distribution in 2025 in a bid to achieve another “record-breaking year”.
Jamie Loizou, UK managing director, said: “Our focus is to make sure we grow and strengthen our trade partnerships and provide the support our partners need, whether they are travel agents or tour operators.
“We want to increase our distribution and it’s important that we provide support no matter what someone’s business model is.”
Loizou revealed 2025 sales had “started very strongly”, tracking 31% higher than the same period in 2024.
Last year, AmaWaterways boosted its UK agent distribution by more than 20%, welcomed more UK guests on its ships than ever before and paid out record commission.
This year, with the addition of six new ships, the line plans to increase the scale of its product with new itineraries and destinations, including Colombia for the first time.
Loizou said there would be multiple incentives this year, including a ‘Sell Five, Sail Free’ promotion, a range of fam trips and new modules on AmaAcademy.
The line also plans to expand its trade support team.