For 30 years, Amadeus river cruises have been setting new standards in luxury, sustainability and unforgettable experiences. In this interview, Marketing Director Rendel Müller reveals the secret behind the success of the family-run company and why everyone should get a taste of this special way of traveling.
Ms. Müller, what are the biggest challenges you face in marketing Amadeus River Cruises?
A river cruise is the ideal way to slow down and enjoy a city break in a relaxed and luxurious way – regardless of age. Our international guests make life on board more diverse and create a lighter atmosphere. Our aim is to inspire an even wider audience with this wonderful way of travelling and to publicize the diversity of the experience.
Who is the ideal target audience for an Amadeus river cruise?
Anyone who loves nature or is looking for a different kind of city break, who wants to explore in a relaxed way, values ambience and loves good food will have a great time with us.
Amadeus Flusskreuzfahrten is run by the Lüftner family. What are the advantages of a family business and what do you consider its unique selling point?
The company culture is incredibly harmonious and personal. People treat each other as equals, which I really appreciate. What's more, the whole family is involved in the company, which I think says a lot. What's more, we have the only fleet in Europe that is entirely in the five-star range. As the Lüftner family designs the ships themselves, all the ships bear a very personal signature, from the technology to the interior. This guarantees an experience that is unique in Europe.
This year, you had the honor of christening a ship. What is it called and how did that come about?
Für mich war es eine große Überraschung, die mich mit viel Freude und Dankbarkeit erfüllt hat. So eine Ehre ist natürlich auch mit Verantwortung verbunden, die ich von Herzen gerne annehme. Die “AMADEUS Nova" lives up to its name, as it sets new technical standards in sustainability.
What trends do you currently see in the river cruise sector?
I would describe it less as a trend and more as a development, but river cruises have undergone a major transformation, particularly as a result of the pandemic. It is perceived very differently now; customers are slowly losing their apprehensions and the selection on offer is constantly increasing. This variety is reflected in attractive follow-up programs, golf, hiking and cycling trips as well as exclusive gourmet trips with well-known top chefs.
What measures are you taking to improve sustainability?
"If you live with and off the river, then acting in harmony with nature is a matter of course" – this has always been the motto of the Lüftner family. Sustainability has therefore always been firmly anchored in the company's DNA. The ships are all state-of-the-art, subject to very high standards, certified with the Green Award and follow very strict regulations in terms of safety and environmental protection.
Which river cruise would you personally recommend?
For someone who has never been on a river cruise before, I would recommend a route along the Moselle – it has an atmosphere of pure romance that not even Disney could have done better. The Dutch waterways are also perfect for beginners to get a taste for this special type of travel. For river cruise pros, I recommend the Danube – it's also my personal favorite river, which I can't travel on often enough and which is simply beautiful at any time of year.
Web: amadeus-flusskreuzfahrten.de
Read more: River cruises: Luxury on the river
