Celebrity Cruises, part of Royal Caribbean Group, is set to launch 10 river cruise ships starting in 2027, targeting the growing interest in river cruising, particularly in Europe. The company aims to capitalize on the lower construction costs and faster deployment associated with smaller ships. CEO Jason Liberty emphasized the opportunity posed by a fragmented market for river cruises, suggesting that Celebrity could become a major player without the high upfront costs typically associated with ocean cruise ships. As demand for intimate and upscale river experiences rises, Celebrity is poised to attract a diverse clientele.
River cruising has exploded in popularity as travelers increasingly crave more intimate and upscale floating resorts, prompting Celebrity Cruises to enter this lucrative market.
We could probably be the second-largest operator and it would be significantly less money than the Xcel 2 ship we just bought, said CEO Jason Liberty.
Celebrity aims to leverage its strengths in a fragmented river cruise market, with smaller ships being less expensive to build and easier to deploy.
Royal Caribbean is capitalizing on the growing trend of river cruising while expanding its offerings in Europe, showing potential for a significant market share.
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