Intense photoluminescence is reported for hydrated bromides of Gd, La and Y (LaBr3·7H2O, CeBr3·7H2O, YBr3·8H2O and GdBr3·n H2O) prepared by the wet chemical method and activated with Ce3+. Intensities are comparable to that for a commercial phosphor (SrB4O7:Eu2+—Sylvania 2052). Luminescence in hydrated salt is usually quenched. The observation of intense luminescence in hydrated bromides is remarkable.