Called Celebrity River Cruises, the logo has signed an initial order for 10 river ships that will be encouraged through the Ocean Ships Line’s Edge series.
The CEO of Royal Caribbean Group, Jason Liberty, said the company planned to enter the rivers market with celebrities, but will maintain a view on the scale and, in all likelihood, the release of some other river product of its luxury logo Silversea.
“As we build up this kind of engine for river under Celebrity, it will certainly provide opportunity for our ultraluxury guests to consider a river experience under Silversea,” he said. “We’re going to start off with Celebrity. We’re going to assume that’s where we think that there is great scale opportunity. And then, of course, we’ll be looking to see if there’s other ways to expand it for our other brands as it sees fit.
“We’re never happy with the prestige quo, and we’re obsessed with delivering the most productive vacation reports globally and leading exceptional percentage performances. and through it all to capture one more percentage of the global $2 holiday market. “
Liberty said about some of the organization’s visitors had lived or intended to take a river cruise. The organization plans to take credit for its loyalty program across brands to deepen visitor engagement and keep visitors in the company’s ecosystem.
The big-picture goal is to continue to keep guests within that ecosystem of vacation experiences within its three brands, for which it has four new ships and four new private destinations coming online by 2027, not including the river vessels.
The cruise line will sail the rivers of the Global and has already secured access rights, Liberty has not specified where.
Each ship will carry about 180 passengers, and the line will allow kids to sail, Liberty said. Like the Celebrity brand, the river cruise product will not be all-inclusive.
The line plans to start reservations this year. The queues in Celebrity River Cruises, adding when reserves, destinations, fleet size and main points will be announced in the coming months.