AMSTERDAM -- Celebrity River Cruises made a splash at the ASTA River Cruise Expo without even having a ship here.
Debuting in 2027 with two ships in Europe, Celebrity has positioned itself as an industry disrupter due to its innovative ship design and excursion model, both of which it revealed at the expo.
The vessels will be modeled after Celebrity's Edge class of ocean cruise ships, and they will broaden a traveler's vision of what a Europe river ship looks like, said Katina Athanasiou, Celebrity's senior vice president of service and sales for the Americas.
With no ships to display at the expo, Celebrity used virtual-reality technology to show off its vessel design.
A Celebrity representative led a VR tour of the top deck and some public spaces, including the main restaurant, Martini Bar and Cafe al Bacio, names that will be familiar to guests who have cruised with Celebrity.
Edge ships are also known for the Magic Carpet platform on the starboard side, which moves vertically to different decks, serving as a lounge or embarkation platform. The river ships will have a feature that pays homage: cantilevered Magic Edge dining pods on the top deck. The open-air pods will sit a handful of people and extend from the ship, enabling passengers to dine over the water.
Unlike on most river ships, the pool won't be on the top deck. It wasn't a part of the VR tour, but an infinity-edge pool will be in the Sunset Lounge at the ship's stern.
In the VR tour, the restaurant, Martini Bar and Cafe al Bacio all appeared to be light, bright spaces thanks to skylights and large windows.
A piece of art seemingly suspended in the air by a curved staircase also was displayed on the VR tour, along with yoga mats on the sun deck, presumably for group sessions.
Innovation in excursions
Just as innovative as the ship design is Celebrity's excursion model.
The line will offer four series of experiences, which Celebrity president Laura Hodges Bethge said would enable travelers to immerse themselves more deeply in the destinations they visit.
The series types are Storyteller, Keys to the City, Skillmaster and Celebrity Takeover. Besides that last category, these excursions will be available for pre- and post-cruise stays as well as during the cruises.
The Storyteller Series, as the name suggests, focuses on the stories of a destination, enabling passengers to connect with locals. For example, guests in Amsterdam can embark on a canal cruise led by a captain who will describe the city's relationship with water and show off secret passageways.
The Keys to the City Series is tech-forward, with Celebrity providing a digital platform with curated maps, enabling guests to independently explore a destination according to their own interests.
Celebrity said guests will "explore independently but never without insight. We paved the way with curated experiences and exclusive access to the places you won't want to miss. You're free to wander while always feeling connected to the destination, to each other and to us."
The Skillmaster Series "invites guests to actively participate in culture," Hodges Bethge said. Examples include cooking and crafting experiences, such as visiting Amsterdam's Van Gogh Museum and then participating in an art class inspired by Van Gogh's techniques.
In Budapest, a local grandmother will teach guests traditional Hungarian recipes from her home kitchen.
The Celebrity Takeover will happen once per sailing, delivering a "one-of-a-kind, bespoke experience," Hodges Bethge said. The experience is meant to be a bucket-list one that will be the highlight of the trip.
"Think iconic locations or turning an unassuming plaza into an elevated private event," she said.
Celebrity said the once-per-cruise experience will provide "moments so elevated you won't believe they're happening. These experiences are so exclusive, they're not on anyone's bucket list, because they never existed until we created them. You'll be surprised by what we can pull off, and that's exactly the point.
Hodges Bethge said, "Celebrity River Cruises guests will return home with stories no one else can tell."