Building on its reputation as a premium ocean cruise line, Celebrity Cruises announced a new offering, Celebrity River Cruises, a luxury river cruise line. The line has already ordered ten new ships to compete in the highly profitable river cruise market.

Royal Caribbean today announced the launch of Celebrity River Cruises, a premium river cruise vacation that will begin taking bookings this year, according to a press release. The Company has committed to an initial order for 10 transformative ships and plans to sail in 2027.

Celebrity Cruises is looking to replicate its luxury ocean cruise experience for passengers on the world’s top rivers.

Celebrity Cruises is launching a new river cruise brand, Celebrity River Cruises, with 10 ships to sail Europe's iconic rivers, offering premium travel experiences.

Royal Caribbean Group announced that its premium brand, Celebrity Cruises, will usher in a new era in river cruising with the 2027 launch of Celebrity Rive | Royal Caribbean Group's premium brand, Celebrity Cruises,

Celebrity Cruises (part of the Royal Caribbean Group), a brand known for its high-end ocean voyages, is now planning to set sail on Europe’s rivers.

Viking ( NYSE: VIK) has carved out a profitable niche in the river cruise segment with smaller ships that are designed to access ports that are unavailable to larger ships, such as those in the Royal Caribbean fleet. Viking ( VIK) itineraries are targeted for older, more affluent passengers.

Celebrity Cruises has ordered 10 river ships and it will begin taking bookings this year. The premium cruise line said it would bring “the elevated design and sophistication of the Edge series ocean ships to the river”. Celebrity River Cruises’ debut programme will start in 2027.

Bookings are already off to a record start in 2025 for Royal Caribbean, and the company is now set to expand its offerings further by breaking into river cruises, the CEO told Skift.