Following better than expected 2024 financial results, Royal Caribbean Group’s Celebrity Cruises has announced a new line in river cruises to begin bookings in 2025, taking passengers to “historic cities on the world’s most iconic rivers.”
The cruise line put its “exceptional” performance in 2024 down to “stronger pricing on close-in demand and continued strength in onboard revenue” and, with booked load factors in line with prior years and at higher rates, it is predicting adjusted earnings growth of 23% for the year ahead. That confidence shows in an order for 10 ships intended to take the company’s ocean cruise reputation onto the world’s rivers, starting in Europe.
Intimate, culturally enriching travel experiences
“We’re thrilled to announce our entry into the river cruise market through our Celebrity Cruises premium travel brand. Our guests and travel partners should expect us to do what we do best – innovate and elevate the river cruise experience as we meet the growing demand for intimate, culturally enriching travel experiences,” said Jason Liberty, president and CEO, Royal Caribbean Group.
Liberty highlighted the company’s understanding of its customers, over half of whom have already experienced, or intend to take, a river cruise, he said. The aim is to tap into that market, keeping the customers on board with the Group’s three brands (Royal Caribbean International, Celebrity Cruises, and Silversea). “We know they will enjoy Celebrity’s elevated offering on the river,” Liberty noted. “By leveraging our valuable loyalty programs across our three brands, we will deepen customer engagement and further our ability to keep guests within our ecosystem of vacation offerings.”
Destination unknown, for now
While the cruise line’s river destinations and itineraries are yet to be announced, the company has said it will be calling at “culturally and historically significant cities”. With an existing focus on “best-in-class hospitality, award-winning food and beverage experiences” that could mean that Portugal’s wine regions via the Douro could be on the cards, as could that one-time boundary marker of the Roman Empire, the Danube. Amsterdam, recently named one of the Michelin Guide’s most exciting food destinations for 2025, might also be a candidate.
Keen customers have the possibility of pre-booking despite the unknown destinations, with the firm’s so-called “Book Later Program” which allows would be guests to pay a small deposit and take up to 6 months to decide when and where they wish to sail.
