Amadeus River Cruises is heading to Portugal’s Douro River in 2028 with a brand-new ship, following the launch of the Amadeus Aurea this year and the expected delivery of the Amadeus Mira next spring.
“We are going to add the Douro River in Portugal to our portfolio. And then we have a brand new ship there,” Marcus Leskovar, executive vice president of Amadeus, told Cruise Industry News in an interview for the 2027 European River Market Report.
Leskovar said the family-owned line also introduced new experiences this year, such as wine cruises on the Rhine and Danube, in response to a shift away from its traditional Baby Boomer base toward Generation X and younger travelers. Around half of its guests come from North America, with the rest drawn from international markets including Japan and Australia, though English remains the main language onboard.
What set Amadeus apart, he explained, was that it was a truly European brand.
“A lot of our friendly competitors are companies that operate in Europe, but they’re not European. So that’s the difference. With us, we are also family owned, which is really a big exception. We’re essentially operating in our own backyard.”
Rather than going all-inclusive, the company aims to be more of a “boutique floating hotel” and less of a “floating tour bus,” Leskovar said.
The owners have also kept investing in the fleet.
“One of the main focus areas for our owners is hardware. We put money into the ships,” Leskovar said. “We have one of the most modern and youngest fleets on European rivers. And you see that in how quiet and smooth they are.”
Those investments include hybrid propulsion systems, reduced plastic and better onboard treatment plants, even though the plants take up cabin space.
“A lot of companies in the market are not shipowners; they will charter ships. We charter ships to other operators. We are shipowners, and we have been for decades, and there are a lot of innovations on our ships,” he said.
Leskovar said guests were getting younger and more adventurous, fueling demand for theme cruises aimed at foodies, history buffs and wine lovers. Travelers were also returning to rediscover destinations and bringing friends and family along, including honeymooners in their 30s.
With new players entering the market, Amadeus plans to keep leaning on its heritage.
“You know, we were the first river cruise line on the Danube. We need to keep on telling that story,” Leskovar said. “We’re not trying to reinvent Europe and sell it to people; we are Europe.”
