"Celebrity River Cruises will bring our Edge Series' sophistication to iconic rivers, starting in Europe," said President Laura Hodges Bethge.

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 Cruises (part of the Royal Caribbean Group), a brand known for its high-end ocean voyages, is now planning to set sail on Europe’s rivers.