Avalon Waterways's Slogans & Taglines

Avalon Waterways is an American river cruise company founded in 2004 as part of the Globus family of brands. Its parent company traces its origins to 1928, when Antonio Mantegazza began transporting goods across Switzerland’s Lake Lugano, eventually evolving into a global travel enterprise. Headquartered in Littleton, Colorado, Avalon Waterways launched with the mission to redefine luxury river cruising. The company introduced its signature Suite Ships in 2011, featuring Panorama Suites with wall-to-wall, floor-to-ceiling Open Air Balconies that transform staterooms into private verandas. Today, it operates a fleet of nearly two dozen vessels across Europe’s Rhine, Danube, Seine, Rhône, Douro, and Moselle rivers, as well as the Mekong, Ganges, Nile, Amazon, Mississippi, and Galápagos.

Brand messaging evolved from the early positioning of A river cruise unlike any other to the aspirational claim From here, it’s another world. In recent years, the company adopted Cruising Elevated as its core tagline, reflecting its commitment to differentiated design and relaxed luxury, while the 2024 campaign This Is How You Europe underscores its immersive, customizable approach to European river exploration.