HomeCruise NewsCelebrity Cruises Expands into River Cruises; New Division Set to Take Bookings...

Celebrity Cruises Expands into River Cruises; New Division Set to Take Bookings This Year

Celebrity Cruises has announced its expansion into the world of river cruises, with a new sister brand, Celebrity River Cruises.

The new brand will be a premium river cruise holiday offering and will begin taking bookings this year, for cruises along Europe’s most iconic rivers.

Celebrity River Cruises has already signed an initial order for 10 ships, with Celebrity saying it will be taking the design and sophistication of its Edge Series ocean ships to the river.

Jason Liberty, President and Chief Executive of Royal Caribbean Group – Celebrity Cruises/Celebrity River Cruises’ owner – said: “We’re thrilled to announce our entry into the river cruise market through our Celebrity Cruises premium travel brand.  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. By leveraging our valuable loyalty programs across our three brands, we 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.”

The company said Celebrity River Cruises is a natural extension of Celebrity’s premium offering that will bring its unique service-first approach to the river.

“Celebrity River Cruises will bring the quality and sophistication of our Edge Series ocean ships to the most iconic rivers, starting with Europe,” added Laura Hodges Bethge, President, Celebrity Cruises. “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.”

Geoff Percival
Geoff Percival
Geoff has worked in business, news, consumer and travel journalism for more than 25 years; having worked for and contributed to the likes of The Irish Examiner, Business & Finance, Business Plus, The Sunday Times, The Irish News, Senior Times, and The Sunday Tribune.
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