by Sarah Kuta
Last updated: 1:55 PM ET, Mon June 30, 2025
Catherine Powell, the new CEO of AmaWaterways (Photo Credit: Courtesy AmaWaterways)
It’s been a busy few months for Catherine Powell.
In February, the travel industry veteran—who has held leadership roles at Disney and Airbnb—was named the president of AmaWaterways, working alongside the company’s co-founders Rudi Schreiner and Kristin Karst. Then, in May, she got promoted to chief executive officer, as Schreiner announced he would be transitioning to a new role as chairman of the board.
Powell officially takes over as CEO of AmaWaterways on July 1. Ahead of her first day at the helm of the luxury river cruise line, TravelPulse sat down with Powell to learn more about her.
TP: Why did you decide to make the leap into river cruising? What was it about this industry that appealed to you?
CP: I have been lucky enough to spend time working in travel and hospitality at both Disney and Airbnb, to see and understand how both are able to inspire and transform people. River cruising felt the perfect extension of this. To me, it’s the perfect way to travel, which gives guests the opportunity to immerse themselves in local cultures in a way that’s both intimate and meaningful. There’s something very special about sailing, stress-free, through the heart of a destination. It’s about connection to the places you go and the local communities you visit. About the shared memories you create with your fellow travelers, and with the crew who make it all possible.
I’ve always been passionate about delivering exceptional guest experiences while at the same time empowering and supporting the teams behind them. The river cruise sector is incredibly well-positioned for today’s travelers, especially those looking for slower, more intentional ways to explore the world. There’s a growing desire for cultural authenticity, sustainability and what we call “quiet luxury”—and that’s exactly where AmaWaterways shines.
TP: You have only been with the company for a few months now. But what do you feel differentiates AmaWaterways?
CP: First, our people. From our onboard crew to our shoreside teams, there’s a genuine sense of care that runs through everything we do. Many of our crew members have been with us for years, and it shows—in the warmth of their welcome, their attention to detail and the way they go above and beyond for our guests. That kind of consistency and dedication creates a level of service that’s difficult to replicate and incredibly meaningful to our guests. It is our version of luxury.
Second, our commitment to innovation. Whether it's wellness, cuisine or destination immersion, AmaWaterways has always led the way in introducing new experiences to river cruising. And we innovate thoughtfully, always with the guest in mind.
Third, our approach to responsible growth. AmaWaterways was founded by Rudi [Schreiner], Kristin [Karst] and Jimmy [Murphy]—three industry pioneers who built the company with a deeply personal, family-driven philosophy. That spirit still guides us today. We take time to develop new itineraries, like our upcoming cruises on the Magdalena River in Colombia, not only to offer something new but to do so in a way that supports local communities and preserves the authenticity of the destination. Guests don’t just see a place—they connect with it. And that’s the kind of travel that stays with you.
TP: What trends are you keeping an eye on right now, and why? Any that you’re particularly excited about?
CP: Slow, mindful travel. Travelers are seeking deeper, more intentional experiences rather than checking off multiple destinations. Sustainable and conscious travel. Guests increasingly expect us to be responsible travelers. Whether it's reducing environmental impact, sourcing local ingredients or partnering with communities, we’re committed to sustainable practices that matter to modern explorers. Wellness travel is growing rapidly, and river guests are looking for onboard and ashore experiences that nourish both body and mind. From spa treatments and healthy cuisine to guided hikes or yoga by the riverbank, we’re excited to expand these options. Personalization through data and expertise. Travel is expected to be bespoke. By combining smart use of guest preferences with our deep destination knowledge, we can craft experiences that feel tailored and surprising in all the right ways.
All these trends reflect a clear shift toward slower, meaningful and relevant travel—and that’s exactly the kind of river cruise AmaWaterways is designed to deliver.
TP: How would you describe your leadership style? How have you further honed or cultivated that style over the years?
CP: I would describe my leadership style as a blend of operational rigor, creative vision and deep empathy. Throughout my career, I’ve learned that balancing these elements is key to inspiring teams, creating exceptional experiences and delivering long-term results. At Disney and Airbnb, I focused not only on operational excellence but also on understanding the needs and behaviors of both guests and employees, or in the case of Airbnb, hosts. This human-centered approach has been central to my leadership—listening closely, empowering teams and encouraging innovation. I also encourage a culture of agility, curiosity and vulnerability. The travel industry is always evolving, and I believe great leaders must be flexible, open-minded and willing to challenge the status quo and learn quickly from their mistakes.
TP: What role has travel played in your life? And which destinations are on your bucket list at the moment?
CP: I absolutely love travel. I grew up in Hong Kong and traveled extensively in the Far East as a child. As a young adult I was backpacking around Southeast Asia and India. I have had the good fortune to live in London, Paris, Berlin and Sydney. Australia and New Zealand are amongst the top of my best destinations to visit. And since moving to LA, we have traveled all over the U.S., which I also love. So, I am very appreciative of the opportunities I have had (and that I have seized) to travel. Next on my bucket list is South America, and I can not wait to sail on our beautiful ships on the Magdalena River in Colombia. I would also love to explore Antarctica.
TP: What’s your advice to travel advisors right now? Any words of wisdom to help them achieve success?
CP: Stay informed and passionate about the products you sell. When you’re excited and knowledgeable, it shows, and clients feel confident booking with you. To support this, we encourage all our travel partners to visit the AmaWaterways Travel Advisor Portal—a one-stop shop filled with tools and resources, from marketing materials and digital assets to customisable sales toolkits and our interactive AmaAcademy training program, where advisors can earn rewards by becoming Certified AmaWaterways Advisors. Embrace flexibility and adaptability. Travel trends and guest preferences evolve, so being open to learning and adjusting your approach will help you stay ahead. We also offer ongoing education and inspiration through our popular Webinar Wednesdays, where our executives share the latest updates and insider tips, as well as FAM trips and Seminar on the River sailings, so advisors can experience the AmaWaterways difference firsthand.
Plus, to help you stay top of mind with clients all year, we provide co-branded websites, email series with your call to action, social media assets and continuous access to AmaAcademy and Webinar Wednesdays. We’re committed to being an engaged and supportive partner—helping you adapt to your clients’ changing needs while growing your business. And if you think we can do more—please tell us.
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