Celebrity Cruises confirms plans to enter river cruise market in 2027

Celebrity Cruises has confirmed plans to enter the river cruise sector with an order for 10 vessels.

The initial order will see the company bring the “elevated design and sophistication” of its Edge class ocean ships to rivers in Europe from 2027.

Details of Celebrity River Cruises was limited and came as owner Royal Caribbean Group reported its 2024 financial results.

However, the company claimed the move would “usher in a new era in river cruising” with the line to begin taking bookings this year. 

“The brand has signed an initial order for 10 transformative ships that will take guests to historic cities on the world’s most iconic rivers, launching in Europe,” a statement said. 

More information including destinations, total fleet size and ship details and excursions will be announced in the coming months.

Royal Caribbean Group chief executive Jason Liberty said: “We’re thrilled to announce our entry into the river cruise market through our Celebrity Cruises premium travel brand.  

“Our guests and travel partners should expect us to do what we do best – innovate and elevate the river cruise experience as we meet the growing demand for intimate, culturally enriching travel experiences.

“With about half of our guests having experienced or intending to vacation on a river cruise, we know they will enjoy Celebrity’s elevated offering on the river. 

“By leveraging our valuable loyalty programmes across our three brands, we will deepen customer engagement and further our ability to keep guests within our ecosystem of vacation offerings. We are the best in the world at delivering the vacation of a lifetime, and this is the latest example of how we are building the capabilities to deliver a lifetime of vacations.”

Celebrity Cruises president Laura Hodges Bethge added: “Celebrity River Cruises will bring the quality and sophistication of our Edge series ocean ships to the most iconic rivers, starting with Europe. 

“We’ve redefined travel on the ocean with our best-in-class hospitality, award-winning food and beverage experiences, and elevated design and style. 

“We are thrilled to bring these experiences to the river and combine them with authentic, destination-rich itineraries that will give our guests an experience unlike any other.”

Giles Hawke, Celebrity Cruises’ vice-president and managing director for the UK, Ireland and EMEA, said: “It’s really exciting for river cruise and Celebrity Cruises.

“We feel there’s a big opportunity for us in this market. We know our trade partners will love having Celebrity Cruises river cruises to sell, and we know our customers will love it too.”

Hawke said it was too early to reveal how the new river product would be distributed through agents in the UK market, with more details to be revealed in due course.