Take Me to the River: Canadian Team Celebrates Celebrity’s 10-Ship River Order

Celebrity Cruises is making a big splash in the river cruise market with an order for 10 ships that the company says “will bring the elevated design and sophistication of the Edge Series ocean ships to the river.”

Allan Brooks, Director, Market Sales for Canada, said the news is still settling in for the Canadian team, but described himself as “super-excited” and added that Celebrity’s sales managers across Canada are “elated” with the opportunities that will be created.

“It just fits our brand so well. It will be a great extension and make us more attractive both to Captain’s Club members and new-to-cruise travellers,” Brooks said. “Many of our guests have done several ocean cruises with us. Many have also done river cruising in the past or have expressed interest. Now they will know they can get the same level of elevated service in a more immersive offering.”

Jason Liberty, president and CEO of Celebrity parent Royal Caribbean Group, had this to say: “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.”

Celebrity River Cruises is described as “a natural extension of Celebrity’s premium offering that will bring its unique service-first approach to the river.” Launch date for the new venture is 2027, with bookings opening by the end of this year.

Few details have been released about the ships themselves, only hints that they will “give guests 360 degrees of breathtaking views.” In terms of itineraries, Celebrity River Cruises will launch in Europe, with future plans to explore rivers in other regions.

Laura Hodges Bethge, president, Celebrity Cruises, said the river cruise market is ready for a new entrant that comes with a strong reputation for a premium cruise product.

“We’ve redefined travel on the ocean with our best-in-class hospitality, award-winning food and beverage experiences, and elevated design and style,” Bethge said. “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.”

Brooks said he and the Canadian team can’t wait to learn more about the Celebrity River Cruises product. “We revolutionized ocean cruising with our Edge Series ship. With the innovations that come with our brand and knowing what our designers can do, we’re going to have the same impact on river cruising.”