Celebrity to operate river cruises after agreeing 10-ship deal
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 feature sailings on Europe’s "most iconic rivers" from 2027.
Jason Liberty, Royal Caribbean Group president and chief executive, said: “With about half of our guests having experienced or intending to vacation on a river cruise, we know they will enjoy Celebrity’s elevated offering on the river."
Celebrity’s river ships will "give guests 360 degrees of breathtaking views, every moment will be designed to immerse guests in the beauty of the journey", the line added.
Liberty believes the move will help the group "deepen customer engagement and further our ability to keep guests within our ecosystem of vacation offerings".
"We are the best in the world at delivering the vacation of a lifetime, and this is the latest example of how we are building the capabilities to deliver a lifetime of vacations," he added.
Celebrity president Laura Hodges Bethge said: "We’ve redefined travel on the ocean with our best-in-class hospitality, award-winning food and beverage experiences, and elevated design and style.
"We’re 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."
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