Celebrity’s entry into river cruising comes at a time when travelers are increasingly seeking small-ship. Travelers want immersive journeys that combine unique itineraries with luxury accommodations. To match these desires, the company has introduced a new guiding principle called “The Celebrity Way.” Encapsulating its approach to delivering premium hardware, exemplary service, and exclusive experiences in the river cruising market.
Jason Liberty further emphasized the strategic significance of this venture: “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 programs 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.”
The Celebrity River Cruises fleet will draw inspiration from the brand’s award-winning Edge Series ocean ships, celebrated for their cutting-edge design, luxurious accommodations, and exceptional culinary and service standards. According to Laura Hodges Bethge, president of Celebrity Cruises, this same level of excellence will now define their river cruise offerings.
“Celebrity River Cruises will bring the quality and sophistication of our Edge Series ocean ships to the most iconic rivers, starting with Europe,” Bethge 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.”
We do not know much more about the fleet or size. Yet, given Europe’s low bridges and sometimes narrow channels I would expect the fleet to be similar to competitors amawaterways, uniworld, Scenic cruises, Tauk, and others. I expect a 3 level ship. On the investor call, we did learn that the ships will hold 180 people. This makes them slightly smaller in capacity than Viking longships which are among the largest ships on the river. Yet 180 passengers is still larger that most of the luxury brands on Europe’s rivers.
When Celebrity River Cruises kick off the 2027 season, it will feature a fleet of two ships, each holding about 180 passengers. (This makes them slightly smaller in capacity than Viking longships, but larger than most of the rest of the ships on Europe’s rivers.) Four more ships will enter in 2028 and again in 2029.
In addition to offering a fresh perspective on river cruising, the new division will emphasize culturally enriching itineraries. These are designed to immerse travelers in the history, cuisine, and traditions of each destination. With their hallmark focus on innovation and customer-centric design, Celebrity aims to redefine the river cruise category. Celebrity River cruises will provid guests with an unmatched blend of luxury and authenticity.
Loyalty and Engagement at the Core
Another major advantage for Celebrity River Cruises lies in Royal Caribbean Group’s robust loyalty programs. Through these programs, guests will have seamless access to exclusive perks and rewards across all of the company’s brands. This strategic move not only strengthens the connection between travelers and the Royal Caribbean ecosystem. It will also encourages guests to explore new vacation options without stepping outside the brand’s offerings.
After Royal Caribbean announced Royal Caribbean Group Status Match, the river cruise brand builds upon the idea of keeping guests within the ecosystem of the broader RCI group. However, I am surprise to see Celebrity be the river cruise company of choice. I would have expected Silversea cruises, the upscale, small ship brand be the choice brand for river cruises. Afterall, Silversea expeditions already focus on emphasize culturally engagement and small ships with a high passenger to staff ration.
Bottom Line
Celebrity River Cruise’s first itineraries is set to debut in 2027. Travelers can look forward to exploring Europe’s storied rivers in the inimitable Celebrity style. From the Danube to the Rhine, Celebrity River Cruises promises to bring its elevated premium brand to destinations rich in culture, history, and natural beauty. Bookings for these voyages are expected to open later this year.
As Celebrity Cruises expands, they are now poised to enter a crowded market. Trying to make waves in the river cruising market. Whether on the high seas or along Europe’s iconic waterways, Celebrity is committed to delivering unforgettable experiences. Would you go on a Celebrity River Cruise?
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