Travel advisors say Europe's rivers are ready for a new player with the reach of Royal Caribbean Group, Celebrity's parent company.

Royal Caribbean Group announced that its premium brand, Celebrity Cruises, will usher in a new era in river cruising with the 2027 launch of Celebrity Rive | Royal Caribbean Group's premium brand, Celebrity Cruises,

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.

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.

Destinations and itineraries haven’t yet been revealed but Celebrity Cruises said it will sail “through the heart of Europe’s culture and history” and on the “world’s most iconic rivers”. Bookings will open later this year and sailings will start in 2027.

Celebrity Cruises has shocked the industry and just ordered 10 river cruise vessels, inspired from its Edge class ships.

Celebrity Cruises has ordered 10 new river cruise ships for its new Celebrity River Cruises brand. The ships will visit cities on the world’s “most iconic” rivers and will begin sailing in Europe in 2027.

Celebrity plans to launch 10 river cruise ships starting in 2027. It would be Royal Caribbean Group's first major foray into the booming industry.

Bookings are already off to a record start in 2025 for Royal Caribbean, and the company is now set to expand its offerings further by breaking into river cruises, the CEO told Skift.