AmaWaterways announced the appointment of Toni Stoeckl as chief creative and marketing officer, according to a company press release.

Stoeckl will join the river cruise line on April 13, 2026.

“Toni brings a rare combination of creative vision and strong commercial acumen, along with a deep understanding of how to take guests on a meaningful brand journey,” said Catherine Powell, chief executive officer of AmaWaterways.

“We are thrilled to welcome him to the team as we continue to grow globally and further elevate the AmaWaterways brand and guest experience.”

Stoeckl will focus on accelerating brand awareness, strengthening customer relationship management capabilities and scaling e-commerce strategies.

Stoeckl began his career at Starwood Hotels and Resorts, where he helped establish W Hotels and revitalized the guest experience for brands including St. Regis and The Luxury Collection.

He later joined Marriott International, where he pioneered the company’s first lifestyle portfolio and defined the global expansion of brands such as EDITION, AC Hotels, Aloft and Element.

Most recently, he served as chief marketing officer of Starwood Hotels.

Stoeckl succeeds Michal Maguire, who stepped into the chief marketing officer role in 2025 on an interim basis and will continue with AmaWaterways as senior vice president of marketing, reporting to Stoeckl.