| Celebrity to enter river with 10 new ships

CELEBRITY Cruises has announced the launch of river vacations, entering a new era with an order of 10 ships.

The cruise line will begin taking bookings for its new river cruises later this year, with the program to launch in Europe in 2027.

Celebrity has not revealed any details about the initial order of ships, but has said they will boast “the elevated design and sophistication” of its Edge-class ocean vessels.

“We’re thrilled to announce our entry into the river cruise market through our Celebrity Cruises premium travel brand,” said Jason Liberty, President & Chief Executive Officer of Celebrity’s parent company, Royal Caribbean Group (RCG).

“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 said RCG will leverage its loyalty program across its three brands: Celebrity, Silversea, and its namesake Royal Caribbean, to deepen its customer engagement, and keep passengers within its ecosystem of vacation offerings.

Celebrity President Laura Hodges Bethge added: “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.” MS