Royal Caribbean Group Ventures into River Cruising with Celebrity Cruises

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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. “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 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, and this is the latest example of how we are building the capabilities to deliver a lifetime of vacations.” 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. “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.” 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. Additionally, Celebrity Cruises has recently launched “Dream Makers”, an innovative global community inviting travellers to shape the guest experience on the upcoming Celebrity Xcel. Through polls and experiential events, participants will help design the culinary, entertainment, and interior features of the cruise line’s newest Edge Series ship, debuting in November 2025. Celebrity Xcel will also debut a tri-fuel capable engine, furthering Royal Caribbean Group’s commitment to sustainability. Last week, Royal Caribbean Group confirmed an order for a sixth Edge Series ship, set to join Celebrity Cruises in 2028. Dubbed “Xcel 2,” this ship will build on the innovative features of its sister ships, including the Magic Carpet and Infinite Veranda staterooms, while introducing new, yet-to-be-revealed enhancements. “Celebrity Xcel will be the happy place of travellers globally when she launches in November and we’re thrilled to be making this commitment to bring her a sister ship in Edge 6,” said Hodges Bethge. “Celebrity Xcel will take forward the best of Edge Series ships coupled with seven new experiences, all perfected with the help of our recently announced Xcel Dream Makers – an industry first program enlisting the power of cruisers to make final decisions across culinary, interior design and entertainment.” Stay tuned for more updates as Royal Caribbean Group and Celebrity Cruises embark on this exciting new journey into the world of river cruising! Read More