- River cruising has grown – so it was only a matter of time before Ocean Lines got interested.
- Celebrity Cruises has announced it will build 10 new ships and is taking bookings now.
- The Royal Caribbean line has a huge database and will change the river cruise industry.
- Which line will be next?
Ocean cruise lines like Royal Caribbean, Carnival, and Norwegian are battling to grow their revenues, and operating with enormous debts. Enter Celebrity River Cruises.
So it was was only a matter of time before one of them looked at the simplicity of river cruising – small ships relatively cheap to build with passengers prepared to spend up big.
Now Royal Caribbean’s upper premium line Celebrity, famous for its Edge series of vessels, has become the first to rock the riverboat. It has announced it will build 10 new river ships to a new design based on the Edge vibe.
Another Royal Caribbean brand, ultra-luxury line Silversea, is considering a similar but perhaps smaller move into luxury river cruising.
Why will this work? Royal Caribbean will be leveraging its huge and valuable loyalty programs across all three brands. The company revealed half 7.6 million guests a year have said they intend to take a river cruise or already have.
“We know they will enjoy Celebrity’s elevated offering on the river,” says Royal Caribbean’s president Jason Liberty.
Royal Caribbean denied it was going after the biggest river cruise line, Viking, with a fleet of over 70 world-wide and a huge reach into American markets.
Celebrity River Cruises rocking the boat
But the news had many river cruise lines talking, from AmaWaterways and Uniworld to Australian lines like Scenic.
Celebrity officials promise that the new river ships will feature the premium elements and design of the Edge-class vessels. They will carry 180-passengers and inherit the “elevated design and sophistication of the Edge Series ocean ships”.
The initial order of 10 ships has been signed, and two ships are slated for launch in 2027. The next two in both 2028 and 2029.
The vessels will be constructed by TeamCo, based in the Netherlands, one of the start points of the river industry’s biggest route: Amsterdam to Budapest.
Laura Hodges Bethgel, President of the line, said: “I am beyond thrilled to share a groundbreaking milestone for Celebrity Cruises as we sail into a bold, new venture: Celebrity River Cruises!
“We redefined travel on the ocean and now we’re ready to bring our signature, elevated vacations to the world’s most iconic rivers.
“Debuting in 2027 and sailing through the heart of Europe’s culture and history, our initial order of ten river ships will reimagine the river experience in a way only Celebrity can and we’re placing our guests at the heart of every decision. Here’s a sneak peek at what to expect:
•Revolutionary open decks, a river-industry first
•Elevated, sophisticated design inspired by our award-winning Edge Series ocean ships
•Celebrity’s signature hospitality
•Breathtaking views, locally inspired cuisine and every moment designed to immerse guests in the beauty of the journey.”
Liberty added: “We are thrilled to bring these experiences to the river and combine them with authentic, destination-rich itineraries that will give our guests an experience unlike any other.”
“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.
“With about half of our guests having experienced or intending to holiday on a river cruise, we know they will enjoy Celebrity’s elevated offering on the river.
Why Celebrity is taking to the river
The river cruise industry has experienced a surge in popularity in recent years, offering a more intimate and immersive travel experience compared to massive ocean liners.
River cruising offers a unique appeal. Smaller vessels navigate iconic waterways like the Rhine, Danube, and Mekong, providing access to charming towns and historic cities often inaccessible to larger ships. The pace is slower, the atmosphere more relaxed, and the focus is on cultural immersion and personalized experiences.
Once this was considered a holiday for the old. But suddenly, it’s appealing to everyone.
Recognizing the growing demand, Viking, Avalon Waterways, and AmaWaterways have expanded their offerings to include.
Potential benefits for cruisers
This influx of ocean lines could translate to several benefits for travelers:
- Increased Choice and Variety: More options mean more itineraries, ship styles, and price points to choose from, catering to diverse interests and budgets.
- Enhanced Amenities and Services: Ocean lines are known for their lavish amenities, from gourmet dining and spa treatments to Broadway-style shows. These features could elevate the river cruise experience.
- Competitive Pricing: Increased competition could lead to more attractive pricing and special offers, making river cruising more accessible to a wider audience.
Potential drawbacks
- Overcrowding: The influx of larger vessels could lead to congestion on popular waterways, impacting the tranquility and exclusivity of the experience.
- Homogenisation: As ocean lines bring their standardized practices to the river, there’s a risk of losing the unique charm and local flavor that characterizes traditional river cruising.
- Environmental Impact: Larger ships could have a greater environmental footprint, raising concerns about pollution and damage to delicate river ecosystems.
The verdict
The entry of ocean lines into the river cruise market presents both opportunities and challenges. Ultimately, the impact on consumers will depend on how these companies adapt their offerings to the unique characteristics of river cruising.
If they can strike a balance between innovation and preservation, travellers could benefit from a wider range of choices and enhanced experiences. However, if the focus shifts solely to maximizing profits, the intimate and culturally rich essence of river cruising might be lost.
The question remains: will the river cruise industry retain its unique identity in the face of this oceanic invasion, or will it become just another branch of the mass cruise market?
Will they bring Ocean ruise charging rates to the rivers or will they try to mach companies like Scenic where you spend nothing once on board
There are already too many ships on the rivers now