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

Celebrity Cruises launches premium Celebrity River Cruises that will soon take bookings after ordering 10 ships for the brand.

Royal Caribbean will later this year open for river cruise bookings in Europe later for 2027's season under the Celebrity brand.

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.

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.