Celebrity Cruises’ expansion into the river market “is not just a hobby for the company”, according to the president and CEO of parent company Royal Caribbean Group

Speaking at a press conference during the launch of the Celebrity’s fifth Edge series vessel in Miami, Jason Liberty said: “We’re getting into river, so we’re very excited about that. We are a couple of years away from having our first ships in the water. And as I’ve said multiple times when people ask, are we serious about this?

“This is not going to be a hobby for the company. So we’re very excited, and [Celebrity Cruises president Laura Hodges Bethge] and team have just done such an exceptional job dreaming how we can go to a different level.”

Liberty’s comments amid the launch of the 3,260-guest Celebrity Xcel. The vessel was developed with input from more than 4,000 travellers through the line’s new Xcel Dream Makers programme, which guests to advise on dining, entertainment and onboard amenities.

Among the additions is The Bazaar, a three-storey multipurpose space designed to evolve in line with the ship’s itinerary. It will host two destination-inspired restaurants, rotating artisan markets and locally themed festivals. The line is also introducing Bora, a Mediterranean rooftop venue offering a boozy brunch service during the day and tableside dining in the evening.

The Celebrity Pool Club has also been reworked to include pool valets, chilled towels, sunscreen service, games and upgraded cabanas, while The Attic at The Club brings a 24/7 retro arcade with classics such as Pac-Man and Golden Tee alongside darts, shuffleboard and pool.

Retail has been expanded with the brand’s first Celebrity Flagship Store, offering customisable merchandise and a curated selection of vintage collectibles. The ship also debuts Celebrity’s largest spa, which adds the line’s first Hydra Room, a water-focused wellness space, and an outdoor Vitamin D Deck.

Celebrity Xcel features the most extensive entertainment line-up in the fleet, including three new theatre productions and a series of interactive experiences developed for the ship’s inaugural season.

‘Our guests are the North Star’, says Celebrity president

Regarding The Bazaar, president of Celebrity Cruises, Laura Hodges Bethge, added: “Our guests are our North Star, right? We always want to create products and experiences that will delight them. They’re choosing their holiday because of the destination, and once you’re back on board, you’re leaving that behind.

“So we thought, what if we could bring that destination, that immersion, onto the ship? On a seven-night cruise, guests experience up to three festivals based on the destinations we’re visiting, whether Caribbean or Mediterranean. It’s really about giving guests that immersive experience they’re choosing their holiday for.”

Hodges Bethge added that authenticity was a core focus: “We hear a lot from the communities we visit about bringing real artisans and real products onto our ships, not things that only look local, but things that truly are.

“The different techniques and stories behind those artefacts are something our guests love to see and feel. We’ve also worked with governments so artisans can come on board while we’re in port, meaning the market stays alive with local creators. If guests didn’t have time to shop ashore, they can do it on the ship, which we think is fabulous.”