AmaWaterways launches next installments of AmaAcademy and Marketing Suitcase
AmaMagna | Passau, Germany

AmaWaterways launches next installments of AmaAcademy and Marketing Suitcase

CALABASAS — AmaWaterways has announced the launch of its new AmaAcademy Course, as well as its second virtual Marketing Suitcase as part of its ongoing commitment to travel agent partners.

During the current pause in operations, the company’s executives and BDMs have remained engaged with agents through a series of over 2,000 virtual events that provide information on rescheduled cruises, real-time health and safety protocols as well as inspirational content on new ships and itineraries.

The two latest initiatives, says Gary Murphy, co-owner and senior vice president of sales at AmaWaterways, are vital to help stimulate new leads for future river cruises.

“Timing is perfect to launch the second AmaAcademy Course and our new virtual Marketing Suitcase promoting river cruise groups,” he said. “There is such a pent-up demand from travellers wanting to reconnect with extended family members and close friends, and we know river cruising is perfectly poised to capture that demand in 2021 and beyond.”

Murphy adds: “Our travel partners are valuable members of our Ama family and have shown true dedication and resilience dealing with unexpected challenges over the past nine months. We remain committed to investing in them, providing the tools, training and support they need to rebuild their business.”


Launched in August 2019, the first AmaAcademy course titled ‘Ama’ Means Love: The AmaWaterways Difference’ garnered rave reviews from travel partners, many new to river cruising. The second course comprises four lessons and highlights the company’s offerings on the Danube River as well as details on exclusive experiences available only for guests sailing AmaMagna’s ‘Magna on the Danube’ itinerary.

As with the first course, travel advisors who make a reservation with a deposit within 90 days of completing the new course qualify to earn a $50 digital Mastercard. One reward per travel advisor, per course.


Marketing Suitcase:

AmaWaterways’ second virtual Marketing Suitcase focuses specifically on group, charter and part-charter business. Anticipating an increase in special interest groups and ‘celebration travel’ in 2021 and 2022, the new group suitcase delivers content for travel advisors to market group travel to their clients, including:

  • An industry training video from Gary Murphy, co-owner and senior vice president of sales, and Alex Pinelo, vice president of sales, who will share best practices and group polices
  • Four customizable blogs about group cruises
  • 30 social media posts with customizable images, captions and hashtags
  • Four one-minute videos for posting on social media, newsletters or websites

Travel advisors must complete the first virtual Marketing Suitcase on the Danube and Rhine Rivers before accessing the second group-related one. Both suitcases are available at no cost on AmaWaterways’ Travel Advisor Portal.

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