American Queen Steamboat Company rebrands to American Queen Voyages

The new overarching brand merges the river cruise line with the Victory Cruise Lines fleet

American Queen Steamboat Company rebrands to American Queen Voyages

American Queen Voyages

American Queen Voyages will operate eight vessels by 2023

By Alex Smith |

American Queen Steamboat Company, part of the Hornblower Group, has been rebranded as American Queen Voyages and merged with the former Victory Cruise Lines. 

The new overarching brand is comprised of American Queen Voyages River, American Queen Voyages Lakes & Ocean and American Queen Voyages Expedition, which will offer expedition experiences in Alaska and Central America beginning in 2022.  

New creative elements will also be announced in the next few months, including a print and digital campaign, a reimagined loyalty programme and onboard enrichment offerings.  

“Through a decade of transformation, American Queen Voyages has surged from the great American rivers to include lakes, ocean and expedition experiences,” said Shawn Bierdz, president of American Queen Voyages. “Today, we are American Queen Voyages and embrace this simple but important expression – ‘Discovery Runs Deep’. As we move into this new chapter and introduce our version of encounter travel, we uphold the originating vision of our company’s founder and chairman, John Waggoner, and his unwavering belief in the renaissance of US river cruising and close-to-home adventures.” 

American Queen Voyages will operate eight vessels by 2023 and plans to offer itineraries throughout America's rivers, the Great Lakes and Pacific Northwest, as well as Canada and the Eastern Seaboard, Mexico, the Yucatán Peninsula and Alaska.

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