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In one of the biggest weeks for new cruise announcements,  Celebrity Cruises is to build two new ships while one of the biggest players in travel and entertainment, Virgin, affirmed it is moving into cruise.
The Virgin Group said they were building two new ships that would be aimed at a new cruise audience.  It would be activities based to woo a younger audience.
Virgin Group, part of billionaire Richard Branson’s family empire,
will base the new line in the Miami-Fort Lauderdale area. The cruise arm is to be funded by a major bank.
“We plan to shake up the cruise industry and deliver a holiday that customers will absolutely love,” Branson said in a joint statement with his new business partners.
In a clue to his direction, he appointed former Disney Cruise Line president Tom McAlpin  CEO of Virgin Cruises.
“Cruise guests deserve something better and different to what is being offered today, and Virgin Cruises is committed to creating breathtaking experiences for them and a new generation of guests.”
Celebrity is also stepping up its game in the market with the announcement of two new luxury ships joining the fleet.
The ships will be similar to its Millennium and Solstice class vessels and can cater up to 2,900 guests.
The line hopes to deliver the first vessel by 2018 and the second by 2020.
French ship builder STX France have been charged with designing the ships.
President and CEO of Celebrity, Michael Bayley said; “Our new class of ship will set the standard for premium world travel and deliver the next generation of modern luxury experiences that our guests know and love.”