In a groundbreaking move, Royal Caribbean Group (RCL) is set to enter the river cruising market through its high-end brand, Celebrity Cruises. This innovative new venture, known as Celebrity River Cruises, will debut in Europe and signifies a major growth step for both Royal Caribbean Group and Celebrity Cruises.

An Ambitious Launch

Announced during RCL’s 2024 financial year wrap, Celebrity River Cruises is set to debut its river fleet with 10 “transformative” ships in 2027. These ships are designed to bring the modern elegance of Celebrity’s Edge Series to European waterways and potentially beyond. Bookings for these luxurious river cruises will begin this year.

“We’re thrilled to announce our entry into the river cruise market through our Celebrity Cruises premium travel brand,” stated Royal Caribbean Group President and CEO Jason Liberty.

Translation: “Estamos emocionados de anunciar nuestra entrada en el mercado de cruceros fluviales a través de nuestra marca de viajes premium Celebrity Cruises.”

With about half of Celebrity Cruises’ guests having already experienced or planning to embark on a river cruise, the company is confident that its elevated river cruise offering will be well received.

Leveraging Loyalty

Royal Caribbean also plans to leverage its loyalty programs across its three brands, aiming to deepen customer engagement and enhance the ability to retain guests within its vacation offerings ecosystem. Liberty emphasized, “We are the best in the world at delivering the vacation of a lifetime…”

Translation: “Somos los mejores del mundo en ofrecer las vacaciones de una vida…”

Immersive Itineraries and Sophisticated Experience

According to RCL, the new venture promises to combine Celebrity’s renowned hospitality with immersive itineraries through some of Europe’s most historic and culturally rich cities. Celebrity River Cruises vessels will feature 360-degree views, locally inspired dining, and tailored shore excursions.

“Celebrity River Cruises will bring the quality and sophistication of our Edge Series ocean ships to the most iconic rivers, starting with Europe,” said Celebrity Cruises President Laura Hodges Bethge.

Translation: “Celebrity River Cruises traerá la calidad y sofisticación de nuestros barcos de la serie Edge a los ríos más icónicos, comenzando por Europa.”

Looking Ahead

Further details on bookings, destinations, ship design, and more will be shared in the coming months as Celebrity Cruises prepares to set sail into this new chapter.