AmaWaterways Expands Sales Team to Support Growth
Vienna, Austria, February 5, 2026 / TRAVELINDEX / AmaWaterways, the largest cruise line dedicated exclusively to river cruising, has announced the growth of their sales team to help foster strong engagement with trade partners across all distribution types, strengthening their presence with the travel trade.
Building on successive years of record bookings, AmaWaterways is introducing a new team structure to support this growth. The redesign is aimed at strengthening service to the travel trade while supporting the company’s ongoing expansion. Team members will move into newly created strategic roles, and two new regional Business Development Manager positions are being recruited.
Speaking on the changes and new recruitment, Andrea Stafford, Sales Director for UK & Europe, said: “Our engagement with the travel trade is a top priority, and we’re constantly looking at ways to deliver the highest level of service, just as we do across our fleet.
“These moves are not only great opportunities for our sales team to broaden their reach and develop professionally, but also a way for AmaWaterways to better connect with key markets and drive business growth. We’re excited to recruit the very best sales talent to join us as we continue to expand our product offering.”
Position updates
Effective from Wednesday 1st April, the AmaWaterways Sales Team will change as follows:
- Anna Borrer – Currently holding the position of Business Development Manager for Southeast, Anna will take on the role of Business Development Manager, Key Accounts UK.
- Rachel Simon and Joanne Smithies – Rachel, who is currently Business Development Manager for Southwest, Midlands and Wales, and Joanne who is currently Business Development Manager for North of England, will both move into a Strategic Account Manager roles, focusing on building strong, long-term partnerships with AmaWaterways’ major accounts.
- Katrina Latimer – Katrina, currently Business Development Manager for Northeast England, Scotland & Ireland, will also move into a Strategic Account Manager role with a focus on Retail and Consortia Head Offices
New recruitment
As part of this strategy, AmaWaterways will be recruiting two new Business Development Managers, one to cover the North of England, Scotland, and Northern Ireland and the other to cover the West of England, including the West Midlands and the Southwest. Both roles will focus on increasing growth with retail partners by strengthening engagement and developing new business opportunities.