The new line advertised itself as a “Luxury Cruising by Design", with the strategy of offering an upscale product with mass-market pricing.

[8] The ships would have refined interiors, destinations and dining, which included a partnership with famed chef Michel Roux, a unique thing for a cruise line at the time.

The livery was short Iived, and after a few years, would revert to Celebrity's original white hull, dark blue stripe color scheme.

[19] In April 2010, The Celebrity Summit began to reposition yearly to New Jersey to offer cruises to Bermuda.

In 2014, Celebrity Cruises launched a blog called "Catalyst," which covered travel, fashion, and culture.

The two 2,900-guest, 117,000 GT ships would be developed under the project name EDGE and will build upon the brand's Millennium-class and Solstice-class vessels.

[28] The Edge class introduced a new livery for the brand, with blue painted hulls that would be incorporated on the rest of the fleet as part of the Celebrity revolution initiative.

[29][30] In December 2014, Lisa Lutoff-Perlo, a 32-year veteran of Celebrity Cruises, was promoted to president and chief executive officer.

[33] In July 2018, the company announced its intention to invest more than $500 million to refurbish all Millennium-class and Solstice-class ships in its fleet between 2019 and 2023.

On 12 January 2021, a report indicated that sailings were suspended worldwide "through April 30, including the May 1 transatlantic cruise on Celebrity Apex".

[36] On 26 June, Celebrity Edge became the first cruise ship to leave the United States with ticketed passengers since March 2020.

[37] On 29 August 2022, a tugboat strike caused Celebrity Eclipse to delay its departure from the Port of Vancouver by almost 12 hours.

[38] A new class named Nirvana is planned,[51] and Celebrity has announced they are building ships for the river cruising market,[52] expected to start service in 2027.