It's official: Celebrity Cruises is bringing its beloved upscale brand to Europe's most iconic rivers.
Celebrity is known for its luxurious, modern approach to cruising, particularly with the line's Edge Class. Celebrity Edge debuted in 2018 and redefined premium cruising with innovative features like the cantilevered Magic Carpet.
Celebrity wants to bring its brand to Europe, so passengers can experience inland destinations without sacrificing the best parts of a Celebrity cruise vacation.
The brand signed an order for 10 ships set to debut in 2027 because river cruises have a shorter build timeline. The cutting-edge vessels will also be sustainable. Bookings will open sometime this year.
"We're thrilled to announce our entry into the river cruise market through our Celebrity Cruises premium travel brand," said Jason Liberty, President and CEO, Royal Caribbean Group.
"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."
During Royal Caribbean Group's Q4 earnings call on Tuesday, January 8, Liberty proclaimed that river cruising has seen double-digit growth over the last decade. The increasing demand is from both seasoned cruisers and new customers. It's an exciting opportunity for Celebrity Cruises to deepen customer loyalty.
Half of Celebrity's guests have already sailed or plan on sailing on a river cruise
While Celebrity focuses on offering worldly itineraries to places like Asia, the South Pacific, and Europe, there are only so many ports of call that can accommodate cruise ships, even Celebrity's smallest Millennium Class vessels.
As such, Celebrity's new river ships plan to invite guests to experience some of Europe's most charming destinations which cannot be accessed by ocean vessels.
Liberty added, "By leveraging our valuable loyalty programs across our three brands, we will deepen customer engagement and further our ability to keep guests within our ecosystem of vacation offerings."
River cruises tend to be more immersive than traditional cruising.
As such, Celebrity aims to allow guests to explore the heart of culturally and historically significant cities, experience local cuisine, and venture on unique shore excursions. Though details haven't been released, think of tours that foster a deeper connection to the local culture.
"Celebrity River Cruises will bring the quality and sophistication of our Edge Series ocean ships to the most iconic rivers, starting with Europe, said Laura Hodges Bethge, President of Celebrity Cruises.
"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."
Details about destinations, fleet specifications, and excursions will be announced soon.
Why river cruises?
Celebrity isn't new to the small-ship experience. While Celebrity’s luxury Galapagos cruises have set a high standard for intimate and immersive experiences, entering the river cruise market brings new challenges and opportunities.
For example, many river ships measure around 3,000 to 5,000 gross registered tons (GRT), whereas Celebrity's smallest ocean ship comes in at 91,000 GRT.
Moreover, Europe isn't as isolated as the Galapagos. European rivers are bursting with culture and history, and river cruises offer a unique chance for guests to focus on cultural enrichment, personalized tours, and scenic cruising.
Celebrity's brand-new river cruises present a new major player in the game. Still, the underlying goal of the brand remains the same: offering sophisticated experiences that focus on world-class hospitality, upscale accommodations, and unforgettable moments.
Read more: Celebrity Cruises ships by age from newest to oldest
Elizabeth Wright
Elizabeth graduated from New York University's Arthur L. Carter Journalism Institute with her M.A. in Journalism in May 2023. Growing up, she had the privilege of traveling frequently with her family and fell in love with cruising after sailing on the Oasis of the Seas her freshman year of high school. She wanted to pursue a career that highlighted her passion for travel and strengths as a writer.
