The 2,910-passenger ship operated its maiden ex-UK programme this year and is scheduled to reposition to Fort Lauderdale next month. In 2024, Apex operated two short cruises; next year, it will just sail one, while in 2026, it won’t operate any.
Hawke, Celebrity Cruises’ EMEA vice-president, said: “One of the interesting things about the taster cruises is that they don’t reflect the longer cruise experience. Passengers score our longer cruises way higher than our shorter cruises.
"Of course, in Fort Lauderdale and Miami, we operate successful three- and four-night cruises. It’s all about having the right cruises for the market that you are sailing for.”
Hawke believes Celebrity’s product and onboard experience naturally appeals to new-to-cruise passengers. “For us, new-to-cruise passengers are 50-plus empty nesters or nearly empty nesters," he said. "They are fun-loving, curious adventurers. They find Celebrity works really well for them."
Celebrity Apex will be one of three Edge-series deployed in Europe during summer 2026. It is believed to be the first time this has happened since 2022.
During the summer 2026 season, Apex – along with seven other Celebrity vessels – will sail to more than 100 European destinations.
Incoming Edge-series vessel, Celebrity Xcel, will sail its inaugural season in Europe in 2026, offering the line’s first overnight stays in Madeira.
Departing in September 2026, a refurbished Celebrity Solstice will sail a record 110-night itinerary calling in 55 destinations across 15 countries, ranging from Canada to Hong Kong.
Agents were sent details of the line’s 2026 northern European and Mediterranean itineraries onboard Apex last month ahead of them going on general sale on 1 October.
At the time, the line said: "This allows agents to stand the best change of securing first choice holiday experiences on their clients’ behalf as soon as sailings open for sale on 1 October."
Enhanced air programme?
Hawke also hinted Celebrity may charter flights, rather than rely on scheduled airlift, in the near future. “For 2025, we’ve got committed air from seven regional airports which is more than we had this year,” he explained.
"We’re doing a lot of work with airlines to enhance our air programme. We could have a look for charter air opportunities whether it is for Europe or further afield. We see that as opportunity for the medium to long-term.”
However, he added: “We do a lot of open-jaw cruising in the Med, which makes air a bit more challenging. Itineraries are less constrained by geography."
