by Donald Wood
Last updated: 8:15 AM ET, Tue January 28, 2025
Celebrity Cruises announced it would enter the river
cruising sector in 2027 with the launch of Celebrity River Cruises, a premium river
cruise vacation that will begin taking bookings this year.
Officials from Celebrity revealed that the brand has signed
an initial order for 10 transformative ships that will take guests to historic
cities on the world's most iconic rivers, launching in Europe.
"We're thrilled to announce our entry into the river
cruise market through our Celebrity Cruises premium travel brand,” Royal
Caribbean Group CEO Jason Liberty said. “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.”
“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,” Liberty continued. “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,” Liberty concluded.
The cruise line believes the entrance into the river
cruising sector is a natural extension of Celebrity's premium offering,
bringing the company’s service-first approach to the river.
Passengers will sail through culturally and historically
significant cities, experience locally inspired cuisine and unique shore
experiences, all on vessels boasting 360 degrees of breathtaking views.
“Celebrity River Cruises will bring the quality and
sophistication of our Edge Series ocean ships to the most iconic rivers,
starting with Europe,” Celebrity President Laura Hodges Bethge said.
“We've redefined travel on the ocean with our best-in-class
hospitality, award-winning food and beverage experiences, and elevated design
and style,” Hodges Bethge continued. “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.”
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