Agents praise ‘exciting’ times as Celebrity Cruises plans to double river fleet

Travel agents have hailed the news that Celebrity River Cruises is set to double its fleet to 20, saying investment in the sector will bring more sales opportunities.

 

The ambitious growth plans by the new river cruise market player will see an additional 10 ships built by 2031.

 

Celebrity River Cruises, which makes its debut sailing in 2027, will become one of the largest European river cruise operators.

 

Other river cruise lines have also revealed growth plans recently with Riviera Travel and Trafalgar both announcing a third ship will join their fleets in 2027, and Amadeus River Cruises’ fleet set to welcome its 13th vessel next year.

 

Andy Harmer, managing director at Clia UK & Ireland, said: “Continued investment in new river ships is a strong vote of confidence in a sector that’s resonating with an increasingly broad mix of holidaymakers.

 

“More ships doesn’t just mean more capacity – it means more choice, more innovation and more ways for guests to experience Europe.

 

“River cruising is attracting travellers of all ages…drawn by the appeal of unpacking once while sailing seamlessly through multiple destinations.”

Asked about concerns that river ports could become congested, he said: “River cruise lines plan itineraries carefully and work closely with local authorities to ensure a smooth guest experience.

 

“We have also seen greater interest in travelling in shoulder seasons, an extension of the sailing calendar to include all winter months, and real interest in some of the lesser-known European rivers.

 

“For travel agents, this growth is overwhelmingly positive – giving them a richer, more diverse product range to match clients to the right ship, style and destination, and reinforcing river cruise as one of the most compelling ways to explore Europe.

 

“We’ll be exploring all this and more with the trade at RiverView, taking place from March 8-10 in Amsterdam.”

 

Jonny Peat, Advantage Travel Partnership cruise director, said: “River cruise is bringing large numbers of yet-to-cruise customers into the sector, and independent travel agents are central to that process.

 

“Cruise passengers still account for less than 3% of international travel, so there is significant headroom for growth.

 

“While some European rivers will inevitably be busy at peak times, our members are well placed to guide customers towards the right itineraries and seasons, to ensure a positive first cruise experience.”

 

Sarah Wikevand, ROL Cruise chief commercial officer, said it is “a very exciting time for river cruising”.

 

“With respected ocean brands such as Celebrity entering the market, we are seeing a real spotlight placed on the sector,” she said.

 

“We expect it to drive many ‘new-to-cruise’ travellers, as well as experienced cruisers, to try a river cruise for the first time.

 

“While this is a growth opportunity, individual ship capacity remains relatively small, which naturally maintains the intimate feel that river cruising is known for.

 

“This expansion simply creates more choice when matching customers to the right ship, itinerary and departure date.”

She agreed that “careful deployment” is key with more ships: “We expect cruise lines to respond to this growth by varying itineraries, extending seasons and perhaps exploring less traditional routes and ports.”

 

Dave Mills, Iglu Cruise chief commercial officer, said: “We’re excited about the innovation and awareness which Celebrity will bring to the river cruise market.

 

“Our customers are asking about the cantilevered dining pods, which mean a special view, and the new, bigger choice of restaurants.”

Additional ships mean seasons can be extended, moving away from a traditional ‘April to October’ season to an all-year-round offering with festive, New Year and February cruises, he continued.

 

“Celebrity will also dock in lesser-known ports, offering more active excursions, such as cycling and hiking, that invite guests to try something new,” added Mills.

 

Gareth Harding (Travelosophers) agreed “some expansion” in the sector is a “good thing” but added: “I do fear that some smaller towns and villages may struggle with over-capacity and are unable to increase their infrastructure due to geographical location and mooring space.

 

“It is about striking that fine balance of having enough capacity to meet demand and appealing to newer audiences, whilst also considering the environmental effects, minimising negative impact on local communities and avoiding over-crowding of historical points of interest.”

 

James Cole, founder and chief executive at Panache Cruises, said: “It’s really good to hear that Celebrity are doubling down on their investment in river, meaning more capacity to sell for travel agents. Celebrity is also disrupting the market with new and exciting product ideas so that can only be a good thing for the overall river cruise market.”

 

Meanwhile, agents selling ocean cruises also welcomed news from sister cruise line Royal Caribbean, which has ordered two Discovery Class ships. The first ship in the new series is set to debut in 2029, with the second following in 2032.

 

Peat said: “Royal Caribbean’s investment in new ships is helping redefine the future of cruise, expanding its appeal well beyond traditional audiences.

 

“Advantage’s focus is on ensuring our members are equipped to turn that innovation into growth, using insight and expertise to introduce new-to-cruise customers with confidence.”

 

Mills added: “Royal Caribbean really keep us on our toes with every new brilliant innovation.

 

“In particular, this year, the excitement is around Legend of the Seas coming to the Med.

 

“We have many thousands of customers who are loyal to Royal, and we admire what the line does to keep loyal customers excited about their next cruise holiday.

 

“We are thrilled about all the new ship announcements and are the cruise lines’ best friend in terms of getting availability and offers to the public in the fastest and most efficient way possible.

 

“It already looks like it’s going to be another phenomenal year for cruising.”