Celebrity Cruises is expanding into the river cruise market with the launch of Celebrity River Cruises, a premium brand set to debut in 2027.

(Photo courtesy of Celebrity Cruises)

The company has placed an initial order for 10 ships to sail Europe’s most iconic waterways. The move marks Celebrity’s entry into the competitive river cruise industry, blending its signature upscale service with immersive travel experiences.

The vessels will reflect the sleek design of Celebrity’s Edge-class ocean ships, known for modern aesthetics and luxury amenities. Jason Liberty, CEO of Royal Caribbean Group, described the expansion as a natural next step for the brand.

 

“We see river cruising as an exciting growth opportunity that aligns with our strategy of turning the vacation of a lifetime into a lifetime of vacations,” Liberty said.

The first two ships are expected to launch in 2027, with four additional vessels each year afterward. Designed to accommodate approximately 180 guests, the ships will welcome families and include culinary and entertainment options for immersive travel.

Competing in a Growing Market

Viking Longship Mani, Expeditions ship Viking Polaris, and Viking ocean ship Venus on the North Sea Canal, Amsterdam, Netherlands. (Photo courtesy of Viking)

Celebrity River Cruises will enter a thriving market, competing with industry leaders like Viking, which offers both river and ocean cruising. While many river cruise lines cater exclusively to adults, Celebrity aims to stand out by creating a family-friendly experience with modern design and elevated amenities.

 

Liberty noted that nearly half of Celebrity’s guests have either taken or expressed interest in river cruises, underscoring strong demand for this type of vacation. He described the river cruise sector as a “high-margin, high-growth opportunity” that complements Royal Caribbean Group’s portfolio.

Loyalty Program Integration

(Photo courtesy of Royal Caribbean)

To attract and retain guests, Celebrity plans to leverage Royal Caribbean Group’s Loyalty Status Match program, launched in 2024. The program allows cruisers to transfer their loyalty tier across Royal Caribbean, Celebrity, and Silversea Cruises, with the potential to extend benefits to the River brand.

Although specific itineraries and shipbuilding details are yet to be announced, Celebrity has promised destination-rich journeys with the sophistication of its Edge-class design. Laura Hodges Bethge, president of Celebrity Cruises, highlighted the brand’s focus on redefining river travel.

“Celebrity River Cruises will bring the quality and sophistication of our Edge Series ocean ships to the most iconic rivers,” Bethge said.

As the river cruise market continues to grow at double-digit rates, Celebrity is poised to capture a share of this lucrative sector by offering an alternative to traditional river cruise experiences.