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Celebrity Cruises - logoCelebrity Cruises has announced an unprecedented expansion into the river cruise market, unveiling plans for a cutting-edge fleet of river vessels to revolutionize luxury travel. Known for redefining ocean cruising, Celebrity Cruises will now bring its unparalleled sophistication and innovation to the world’s most iconic rivers. The newly branded Celebrity River Cruises will commence bookings this year, with the first sailings scheduled to launch in Europe by 2027.

The new venture promises an extraordinary travel experience, blending intimate, culturally immersive itineraries with the elegance and service synonymous with Celebrity’s renowned Edge Series ships. Jason Liberty, President and CEO of Royal Caribbean Group emphasized the brand’s commitment to innovation and customer engagement at the helm of this transformative move.

“We’re thrilled to announce our entry into the river cruise market through our Celebrity Cruises premium travel brand,” said 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 half of our guests already experienced in or interested in river cruising, we know they’ll embrace this new offering.”

Revolutionary Fleet Design and Exclusive Itineraries

Celebrity Cruises has placed an initial order for 10 state-of-the-art river vessels, each designed to mirror the sophistication and style of their Edge Series ocean liners. Guests can expect open-air vistas, floor-to-ceiling windows, and seamless access to breathtaking 360-degree views.

The cruise line aims to redefine river travel by combining locally inspired cuisine, immersive cultural experiences, and unparalleled comfort. The inaugural itineraries will explore Europe’s most iconic rivers, offering access to historic cities and hidden gems while maintaining the brand’s signature “service-first” approach.

Laura Hodges Bethge, President of Celebrity Cruises, highlighted the groundbreaking vision behind the new fleet:

“Celebrity River Cruises will bring the quality and sophistication of our Edge Series ocean ships to the most iconic rivers, starting with Europe. We’ve redefined travel on the ocean with our best-in-class hospitality, award-winning food and beverage experiences, and elevated design. Now, we are thrilled to bring these experiences to the river, combining them with destination-rich itineraries that will give our guests an unparalleled journey.”

A Focus on Sustainability and Local Immersion

The new fleet will incorporate eco-friendly technology and practices in line with Celebrity Cruises’ commitment to sustainability and responsible tourism. Celebrity River Cruises will reduce its environmental impact by focusing on smaller, more intimate vessels while delivering bespoke, culturally immersive experiences. Guests can engage in locally curated shore excursions, sample regional delicacies, and experience the heart of historic cities along rivers such as the Danube, Rhine, and Seine.

Strengthening Guest Loyalty Across a Vacation Ecosystem

Celebrity River Cruises will leverage the Royal Caribbean Group’s extensive loyalty programs, further deepening guest engagement. Liberty explained, “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 move into river cruising marks a strategic evolution for Celebrity Cruises, tapping into a growing demand for experiential travel that combines luxury with cultural discovery. As the first bookings open later this year, Celebrity promises travellers a seamless blend of style, comfort, and authenticity – The Celebrity Way.

Looking Ahead: The Future of Luxury River Cruising

The excitement is palpable as Celebrity Cruises charts a new course through the rivers of Europe. Industry experts predict this bold venture will set a new benchmark for river cruising, appealing to a diverse audience of seasoned travellers and newcomers.

With its signature innovation and unparalleled attention to detail, Celebrity River Cruises is poised to lead the next wave of premium travel experiences. The countdown to 2027 has begun, and travellers can look forward to embarking on a journey that promises to redefine the art of river cruising.

 

 

 

Written by: My Thanh Pham

 

 

 

 

 

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