In a groundbreaking move, Celebrity Cruises, a subsidiary of Royal Caribbean Group, has officially announced its entry into the river cruising market.
Moreover, the company plans to launch Celebrity River Cruises, with an initial fleet of 10 ships that will begin sailing through the rivers of Europe starting in 2027. Additionally, this expansion marks a significant step forward for the brand as it ventures into a new and competitive travel sector.
Expanding horizons: Celebrity’s foray into river cruising
Traditionally known for its luxury ocean voyages, Celebrity Cruises is now venturing into river cruising in order to offer guests a more intimate exploration of Europe’s cultural and historical landscapes. This strategic move aims to seamlessly blend Celebrity’s renowned ocean cruise experience with the unique advantages that river travel provides.
As a result, travelers will have the opportunity to experience a different, more personal approach to exploration while still enjoying the luxury and comfort that the brand is known for.
A fleet inspired by the Edge Series
The upcoming river ships will take inspiration from Celebrity’s Edge Series cruise ships, celebrated for innovative design and premium amenities.
Although specific details about the new ships are pending, the company emphasizes that they will feature:
- Locally-inspired cuisine: Menus reflect the rich culinary traditions of the regions traversed. Food will offer guests an authentic and immersive dining experience.
- Immersive shore excursions: Curated experiences are designed to deeply delve into the local culture and history of each destination, providing guests with a richer understanding.
- Panoramic views: Design elements ensure guests enjoy unobstructed vistas of Europe’s picturesque riverscapes.
Laura Hodges Bethge, President of Celebrity Cruises, stated, “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.”
Cruising “The Celebrity Way”
By leveraging its expertise in delivering premium ocean cruises, Celebrity Cruises aims to set a new standard in river cruising.
Guests can expect the same exceptional service, culinary excellence, and innovative design that define the renowned Celebrity brand experience. Celebrity Cruises will design the river cruises to offer:
- Personalized service: Attentive crew members dedicated to enhancing the guest experience.
- Culinary excellence: Gourmet dining options featuring regional specialties and world-class wines.
- Enriching activities: Onboard programs and shore excursions that provide insights into local cultures and histories.
Implications for the river cruise industry
Celebrity’s entry into river cruising signifies a significant shift in the industry landscape.
The market is currently dominated by companies like Viking, AmaWaterways, and Avalon Waterways. It will now contend with a major ocean cruise line bringing its resources and reputation into play. This move will likely elevate competition and drive innovations and enhanced offerings across the sector.
The decision to launch river cruises aligns with broader trends in the travel industry. There is a growing demand for immersive, culturally rich travel experiences that offer deeper connections to destinations. River cruises access inland locales unreachable by ocean vessels, letting travelers explore historic cities and towns along Europe’s rivers.
Looking ahead
Celebrity Cruises will launch its inaugural river cruise in 2027 and open bookings in 2025. As the launch date approaches, Celebrity Cruises will release more detailed information about ship designs, itineraries, and onboard amenities.
Travelers and industry observers will eagerly watch to see how Celebrity adapts its renowned ocean cruising expertise to river cruises. Given the company’s strong track record of innovation and excellence, Celebrity River Cruises is poised to significantly impact the industry.
Celebrity Cruises’ announcement marks a bold expansion into river cruising, reflecting the company’s commitment to offering diverse and enriching travel experiences. By bringing its signature luxury and service to Europe’s rivers, Celebrity is set to redefine river cruising and provide guests with unparalleled journeys through some of the world’s most historic and culturally rich regions.
