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 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.

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

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.

The brand has signed an initial order for 10 “transformative” ships in Europe but Royal Caribbean Group president and chief executive Jason Liberty said its ambitions “go far beyond that” with Silversea also an option to start river cruises.

The company has signed an initial order for 10 ships that will offer passengers a new type of Celebrity Cruises vacation.

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.

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