AmaWaterways and APT split river cruise partnership
NewsLeading river cruise company AmaWaterways is set to start selling cruises in Australia.
Previously APT Travel Group had an 18-year partnership, selling AmaWaterways in Australia. The shift represents a break in the partnership.
AmaWaterways Director Gary Murphy told Cruise Weekly that APT has “chosen not to charter our ships past 2024.”
The partnership has been standing since 2005, with Australian Pacific Holdings (owner of APT) owning a significant stake in AmaWaterways.
Murphy confirmed that their most popular itineraries will still be available to book. As well as this, the full range of AmaWaterways itineraries will now be on offer for Australians.
“We’ll still offer the very popular Magnificent Europe itinerary, but we also have lots of seven-day cruises that line up perfectly with other seven-day cruises.”
Murphy also confirmed that all sales will be in Australian dollars and bookings will likely be possible as “early as next month”.
All business will come through travel advisors rather than direct sales.
“All of our business will be coming via the travel advisor community.”
It remains to be seen what impact this will have on APT’s river cruise offerings.
David Cox, CEO of APt Travel Travel Group, said: “APT continues to work with AmaWaterways, and our 2023 and 2024 sailings and itineraries remain unchanged.
“We are always expanding our offerings and we look forward to exciting developments in the future.”
It is unclear if APT will make other moves to boost its European river presence from 2025 onwards.
