By
Laura Hyde |
For more than three decades, Century Cruises has been one of China’s leading river cruise operators. While the brand’s name might not be familiar across Europe, the company has a long history operating vessels for some of the river cruise industry’s biggest brands. Now, following a strategic shift to a business-to-consumer model, Century Cruises is bringing its own luxury brand to European waterways with the launch of its new ship, Century Star.
“For 30 years, we’ve had these amazing ships operating in Europe, which were the highest-rated products for a lot of cruise lines, but no one really knew it was Century Cruises,” says David Fredericks, president and general manager of the Americas at Century Cruises. “The history has always been there, but now we’re telling our own story directly. We took delivery of Century Star in June and it’s looking amazing. It will be the first ship on the rivers of Europe to feature electronic propulsion technology, as well as being made from 60 per cent recycled steel, which from a sustainability standpoint makes it an amazing product.”
Century Star will accommodate 174 guests in 78 cabins and will sail its maiden voyage on the Danube River in September 2026. “The ship will visit some amazing destinations,” says Fredericks. “While Amsterdam and Budapest are highlights, there is a 14-day itinerary that’s dear to my heart in August 2027. Our ‘Blue Danube’ Passau-to-Passau roundtrip itinerary will include a sailing through the Iron Gates gorge on the border between Serbia and Romania, which is an amazing experience.
“As well as offering our guests a luxury onboard experience, with regional cuisine and local entertainment, we’re introducing an immersive programme of shore excursions focused on offering something new. Any cruise line can offer a tour around the Ringstrasse in Vienna and see Belvedere Palace from the outside, but how many can give you an opera performance at Austria’s Schönbrunn Palace? We’re working with over 30 local tour companies across the Rhine, Danube and Moselle rivers to create something special for our guests.”
Fredericks expects the European itineraries to attract a mix of Asian, European and American travellers. To accommodate the differing travel preferences, Century Cruises will dedicate specific departure dates to each market. “We’ve had 30 years of guest feedback from China, Europe and North America, so we have created itineraries with small differences to cater for travellers from each market,” explains Fredericks. “In our experience, Westerners like bullet point information at a destination. They do their own research and explore at their leisure, whereas Chinese travellers prefer more detailed information, so we’ve tailored our shore excursion programme accordingly.”
The new Century Star will operate itineraries on the waterways of Europe, taking guests to some of the region’s historic and cultural towns and cities (Photo: Century Cruises)
Century Star is the first of three vessels Century Cruises is developing for the European market in partnership with ship management services provider United Waterways and Dutch shipbuilder Concordia Damen. The cruise line has also ordered new ships for the Nile River. Why is now the right time for such significant expansion?
“Last year we welcomed over 250,000 guests globally and we’re expecting to surpass 300,000 by 2028,” says Fredericks. “The Century Cruises name is reaching more people. What we are introducing to all these markets is new technology. The ships we’re getting ready to introduce on the Nile will be the first with electric propulsion technology, something we perfected in China during the pandemic when we sold all our diesel ships. This has enabled us to not only operate more efficiently and profitably but also reduce our environmental impact. This move to a more sustainable business model has been positively received by our guests.”
Whether guests choose to sail with Century Cruises in Egypt, Europe or China, they will “love” the brand’s approach to exploring “bucket list destinations”, says Fredericks. “I would encourage anyone who hasn’t yet travelled to Asia to do so; they’re really missing out!” he says. “China especially has over 4,000 years of history – it’s a life-changing experience. I’m also excited for guests, and travel partners, to discover Europe’s history, especially its castles and palaces, with us. The Nile also offers several thousand years of history. It’s not just about seeing these places, but how you do it, so I’d invite everyone to try a Century Cruises itinerary and see the difference for themselves.”
Discover more insights on the passenger shipping industry in the Autumn/Winter 2026 issue of Cruise & Ferry Review. To get content like this on a regular basis, subscribe to the print editions or free digital editions of our Cruise & Ferry publications.