The luxury river cruise line will show its thanks to UK travel agents with the launch of the AmaWaterways Monthly Appreciation Awards, celebrating the partners who go above and beyond in their dealings with clients, business partners and colleagues

Each month, the AMA Award will recognise an individual who reflects the line’s core values, with the accolade personally delivered and presented to the winning agent by their business development manager.

At the end of the year, each winner will be invited to join the AmaWaterways team for an AMA Awards VIP lunch, where an overall winner will be selected, before receiving a complimentary seven-night European cruise for two in recognition of their outstanding efforts.

Andrea Stafford, sales director, AmaWaterways, said: “Central to our business is showing our appreciation and support for the wonderful work our travel partners do all year round.

“However, when an individual goes the extra mile, we want to be able to shine a spotlight on them and express our gratitude for their passion and hard work. We have so many fantastic agents offering their clients an exceptional level of service, so there will be a huge number of worthy candidates each month.”

The new awards initiative will complement the line’s existing agent appreciation schemes, which include fam trips throughout the year and a wide range of incentives, including its ‘Sell Five, Sail Free’ promotion.

Earlier this month, AmaWaterways revealed it had reported triple-digit growth to its March and April departures, as well as a 30 per cent increase in Christmas river cruise bookings.