River cruising in Europe faces a major shake-up as Royal Caribbean Group confirrmed plans to enter the market with Celebrity River Cruises, starting with 10 ships in the 180-guest range, aiming for initial deliveries in 2027 and four ships annually thereafter. See: Major shake-up for river cruise market as Celebrity Cruises confirms ten-ship launch in 2027
In an earnings call at the announcement of Royals’ 2024 results, CEO Jason Liberty says the move was predicated by the double-digit growth of the river cruise market over the past decade, driven by demand from both new and experienced cruisers, and emphasized its high margin and ROI potential.
The Celebrity River Cruises brand will target discerning travelers seeking immersive experiences, with ships offering culinary and entertainment activities, and will allow children onboard.
The company also plans to explore global river cruise opportunities, potentially extending the river cruise experience to Silversea’s ultra-luxury guests in the future.
Royal Caribbean Group CEO Jason Liberty stressed that the company’s entry into the river cruise business in Europe was based on the attractive fundamentals of the business.
Liberty continued.
Jason Liberty, president and CEO, Royal Caribbean Group shared:“This is not a hobby for the company. Our ambitions, however, go far beyond the initial ten vessels. We see river cruising as an exciting growth opportunity that aligns with our strategy of turning the vacation of a lifetime into a lifetime of vacations”
“As we build up this engine for river under Celebrity it will provide opportunity for our ultra-luxury guests to consider a river experience under Silversea. We are going to start off with Celebrity where we think there is great scale opportunity. Celebrity River Cruises is a natural extension of Celebrity’s premium, ocean offering and appeal to a similar demographic of discerning travelers, who value immersive destination focused experiences. River cruising is a complimentary high margin, high ROI business that fits nicely within our portfolio. The smaller scale of river ships and the shorter build timelines, allow for faster, deployment, and return profile.”
“River cruising is a sizable and attractive market that has experienced double-digit growth over the last decade. Driven by increasing demand from both seasoned cruisers as well as new customers. It is a very fragmented market that presents an exciting opportunity for us to win substantial market share.”
