The world of river cruises is about to experience a real revolution with the arrival of Celebrity River Cruises. The famous maritime cruise company, known for its elegance and sense of innovation, announces its entry into the river market with a fleet of ten brand new ships, designed to sail the most legendary rivers in the world. Starting this year, travelers will be able to book a unique experience, starting in Europe, and discover a whole new way to explore historic cities.
Inspired by the sophisticated design of its Edge Series range, Celebrity Cruises intends to breathe a breath of modernity into river cruises by bringing its exceptional know-how in terms of hospitality and refinement. An ambition clearly stated by Jason Liberty, President and CEO of the Royal Caribbean group, who declares: “We are delighted to announce our arrival on the river cruise market through our premium brand Celebrity Cruises. Our guests and partners can expect major innovation and an elevating of the river experience, meeting the growing demand for intimate and culturally enriching travel.”
And for good reason, nearly half of Celebrity Cruises’ guests have already experienced a river cruise or are considering one. By integrating this new segment, the brand is capitalizing on its strong community of loyal customers and its loyalty program to strengthen the engagement of its guests and accompany them in increasingly immersive travel experiences. “We are the best in the world at offering unforgettable vacations. This new offer is perfectly in line with our ambition to offer our guests a lifetime of exceptional travel,” adds Jason Liberty.
Celebrity River Cruises is therefore positioned as a natural extension of Celebrity Cruises’ premium offer. With a service focused on excellence, passengers will have the privilege of sailing in the heart of cities rich in history and culture, while enjoying gastronomy inspired by local traditions and exclusive ports of call. With ships offering 360-degree panoramic views, every moment of the voyage will be an invitation to wonder and discovery.
“Our river cruises will bring the elegance and quality of our Edge Series ships to the world’s most beautiful rivers, starting with Europe,” said Laura Hodges Bethge, President of Celebrity Cruises. “We have redefined the ocean travel experience with our unparalleled hospitality, award-winning cuisine and cutting-edge design. We are excited to bring these exceptional elements to river cruising, combining them with authentic and immersive itineraries to offer our guests an experience like no other.”
It will be interesting to see how Celebrity Cruises positions this new product in the market. Most of the competing lines offer all-inclusive experiences. Celebrity could choose to do the same or model itself on ocean cruises by offering a lower base price and the option to add all-inclusive packages (wifi and drinks) and gratuity. Also, Celebrity customers are used to choosing when and with whom they want to eat. Most river lines have set meal times and large tables. Dining room design will be another element to watch and one that could set the brand apart in this new niche.
