Celebrity Cruises, a subsidiary of the RCG-Royal Caribbean Group, will enter the European river cruise market in 2027, beginning operations on the Rhine and Danube rivers. This marks the brand’s first foray beyond ocean cruising and signals a strategic expansion into inland waterways.
Earlier this year, Celebrity confirmed its plans to launch a new river cruise division with an initial fleet of ten boats. They will draw design inspiration from the company’s EDGE-class ocean liners and will adopt an all-inclusive operating model. A company representative verified that fares will cover alcoholic beverages, WiFi, and one shore excursion per port of call.
The company plans to release full itinerary details and begin accepting bookings during the upcoming summer season.
The Rhine and Danube rivers are widely recognized as the most trafficked routes in European river cruising. The Rhine alone accounts for approximately 25 percent of annual river cruise traffic, followed closely by the Danube, according to data from Cleveland Research Company.
Jason Liberty, CEO of Royal Caribbean Group, addressed the initiative during the company’s Q4 earnings call in January. He emphasized that the river cruise expansion represents a deliberate and committed venture, rather than a trial effort. Liberty conveyed that the company aims to provide premier vacation experiences while maintaining responsible practices. He also noted that nearly half of Royal Caribbean’s customer base has either previously taken or expressed interest in river cruising.
Industry observers suggest that Celebrity’s established reputation and loyal clientele may help attract a younger demographic to river cruising, traditionally dominated by older travelers.
Celebrity’s entry into the river cruise segment aligns with broader industry trends. Other prominent travel brands, such as Lindblad Expeditions (through a partnership with Transcend Cruises) and Trafalgar, have also announced forthcoming Rhine and Danube voyages, indicating a competitive and expanding market landscape.