Normal
Their policy seems to change with time and by ship. In 2001, I booked a balcony on Century and was upgraded to a Sky Suite without even asking. That was only my second cruise with Celebrity. In 2002, I booked a window on Infinity and asked once onboard for an upgrade and got a balcony (no charge). In 2003, I booked a balcony on Mercury and was able to get a sky suite onboard through the concierge upon embarkation for $300. Now I have 10 cruises with Celebrity and upgrades seem to never be automatic, though the only times I see a "no upgrades available" sign is when they're fully booked. In fact, we usually see a "Why not upgrade?" sign, and this transaction is handled at check-in.