Celebrity Cruises’ planned entry into the river market will attract the brand a swathe of new customers and rock the boats of the sector’s established operators, agents have told TTG

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.

Travel advisors say Europe's rivers are ready for a new player with the reach of Royal Caribbean Group, Celebrity's parent company.