This could be big. In a first for the cruise company, Royal Caribbean Group (RCL) has revealed plans to enter the river cruising market under its premium brand, Celebrity Cruises.
Announced during RCL’s 2024 financial year wrap, the launch of Celebrity River Cruises marks a significant expansion for the cruise giant and indeed for Celebrity Cruises, which will debut its river fleet with 10 “transformative” ships in 2027.
Designed to bring the modern elegance of Celebrity’s Edge Series to European waterways, then presumably beyond the continent, the premium river cruise brand will begin taking bookings this year.
“We’re thrilled to announce our entry into the river cruise market through our Celebrity Cruises premium travel brand,” Royal Caribbean Group President and 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.”
Royal Caribbean also aims to leverage its loyalty programs across its three brands, which it says 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 stated.
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 boast 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,” Celebrity Cruises 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.
“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.”
Details on bookings, destinations, ship design and more will be shared in the coming months as Celebrity Cruises prepares to set sail into its new chapter.
Dream Makers
Celebrity Cruises also 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 culinary, entertainment, and interior features of the cruise line’s newest Edge Series ship, debuting in November 2025.
“We want to ensure our guests love our products and experiences, so involving them in the process to perfect Celebrity Xcel
was a great way to achieve this,” Celebrity Cruises Chief Marketing and Product Officer Michael Scheiner said.
Celebrity Xcel will also debut a tri-fuel capable engine, furthering Royal Caribbean Group’s commitment to sustainability. Learn more at celebritycruises.com/xceldreammakers.
Sixth ship
Last week, Royal Caribbean Group confirmed an order for a sixth Edge Series ship, set to join Celebrity Cruises in 2028.
Dubbed “Xcel 2,” the 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.”
