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.

The company's namesake cruise line has kept its Casino Royale benefits in place for the past few years, but its sister cruise line, Celebrity Cruises, made major benefit cuts. Celebrity Blue Chip players lost guaranteed freeplay, and Sapphire and higher players no longer receive a free classic drink package.

Celebrity will begin taking bookings this year for Celebrity River Cruises, a new premium river cruise offshoot that will begin sailing in 2027. Royal Caribbean and Silversea could be next.

Celebrity Cruises is launching a premium river cruise line this year, with bookings now open. Ten ships, modeled after the Edge Series ocean vessels, will explore major European rivers. Guests can expect unique itineraries,

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.

Royal Caribbean Group is taking on a new challenge with plans to launch a premium river cruise product to begin sailing in Europe in 2027. Called Celebrity River Cruises, the brand has signed an initial order for 10 river ships that will take design inspiration from the line's Edge Series ocean ships.

Royal Caribbean Group has signed an agreement with Chantiers de l'Atlantique to order a sixth Edge Series ship for delivery to Celebrity Cruises in 2028. Edge 6 or “Xcel 2” will be the sister-ship to Celebrity Xcel, which is preparing to take its inaugural sail later this year.

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 is entering the river cruise sector with an order for 10 vessels. The initial order will see the company bring the “elevated design and sophistication” of its Edge class ocean ships to rivers in Europe from 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.

The company has signed an initial order for 10 ships that will offer passengers a new type of Celebrity Cruises vacation.