The launch of Celebrity River Cruises is a strategic move by Royal Caribbean Group (RCG) to keep customers within its expansive ecosystem while elevating the river cruise experience, according to President and CEO Jason Liberty.

Celebrity Cruises will make a play at the booming river cruise market, unveiling plans to launch premium river cruise holidays in Europe beginning in 2027. The new brand, Celebrity River Cruises, will comprise 180-passenger “transformative ships” and inherit the “elevated design and sophistication of the Edge Series ocean ships”.