The RCG-owned Celebrity Cruises announced the introduction of its new Celebrity River Cruises brand, marking its entry into the river cruising market with an order of 10 custom-built boats.
Scheduled to begin operations in Europe in 2027, the new river cruise line will offer voyages along some of the world’s most renowned inland waterways, combining the company’s signature style with culturally immersive itineraries.
Celebrity revealed plans to start accepting bookings for its river cruises later this year. The experience will aim to embody the company's hallmark hospitality and design philosophy, promising what the company refers to as "unforgettable experiences – The Celebrity Way."
Jason Liberty (President and CEO of Royal Caribbean Group/parent company) emphasized the strategic importance of the venture, highlighting the growing appeal of river cruising among the company’s clientele. Liberty underscored that approximately half of Celebrity’s guests have either experienced or expressed interest in river cruises. He indicated that the new offerings are a natural extension of Celebrity’s broader portfolio, aimed at fostering deeper customer loyalty. According to Liberty, the project leverages Celebrity’s strengths in innovation and premium travel experiences, further solidifying its position in the cruise industry.
The new riverboats are set to redefine river travel vacations by incorporating design elements inspired by Celebrity’s EDGE-class ocean vessels. The boats will feature unobstructed views, creating what the company describes as a “360-degree breathtaking experience.”
Laura Hodges Bethge (President of Celebrity Cruises) expressed enthusiasm about transferring the brand’s excellence in ocean travel to the river cruise market. She noted that the new river cruise line will merge Celebrity’s award-winning dining, world-class service, and sophisticated design with itineraries that immerse guests in rich cultural experiences. The aim, Bethge stated, is to deliver an offering that will set a new standard in river cruising and provide guests with a truly unique journey.
The project aligns with Celebrity’s broader strategy to diversify its offerings and meet the rising demand for more intimate, destination-focused travel. With these developments, Celebrity seeks to continue its tradition of elevating the cruise experience, now extending that approach from the open ocean to the iconic rivers of Europe.