In an exciting announcement this week, Royal Caribbean Group detailed its Q3 results, highlighting plans to launch its first private destination in Europe: the Royal Beach Club in Santorini.
The much-anticipated Royal Beach Club Santorini will welcome guests from Royal Caribbean International and Celebrity Cruises starting in the summer of 2026. This new addition marks a significant expansion in Royal Caribbean’s private destination offerings, with a goal to increase its current portfolio from two locations—Perfect Day at CocoCay and Labadee—to eight by 2028.
The first Royal Beach Club is slated to open in Nassau this December. Access will be available for purchase, providing guests with exclusive amenities such as private pools, swim-up bars, dining options, and beautiful beaches. In addition, a beach club is planned for Cozumel, Mexico, also set to open in 2026.
Renderings of the Santorini beach club reveal a stunning layout with lounge chairs, water sports activities, and organized tours to popular hotspots on the island, ensuring that guests have a comprehensive Santorini experience.
To combat overcrowding during peak summer seasons, Royal Caribbean is developing a system that allows guests to choose from three locations on Santorini to initiate their beach club journey. “Santorini is an incredible destination that our guests love to explore, and with this new beach club, we are able to bring the best of what the island has to offer with the signature service Royal Caribbean is known for,” stated Michael Bayley, CEO of Royal Caribbean International.
Industry experts believe the new beach club will attract both seasoned travelers who have previously visited Santorini and European passengers seeking a unique, closer-to-home private destination experience. Brian Robinson, co-owner of Five Star Travel Agency, noted that the Santorini beach club offers “another option for guests” at this iconic destination.
Enhanced Loyalty Programs for Guests
Royal Caribbean Group also announced plans to enhance its loyalty program offerings with a new initiative called Points Choice. This program will allow guests from Royal Caribbean International, Celebrity Cruises, and Silversea Cruises to assign earned loyalty points to their preferred program, regardless of which line they sailed with.
Currently, the company already provides a status-match opportunity among its brands. This new Points Choice initiative aims to further improve interconnectivity among the loyalty programs. During the Q3 earnings call, CEO Jason Liberty expressed that this move will ensure guests receive the points they desire for their primary brand when sailing across any of the company’s lines.
Feedback from travel agents has indicated strong excitement surrounding the Points Choice program, with many considering it a “game-changer” for the industry.
Positive Booking Trends for 2026
Looking ahead, Royal Caribbean anticipates a robust booking landscape for 2026, with cruise sales exceeding expectations. However, the company is also bracing for potential challenges, such as rising fuel costs and tax implications.
Increased drydock days are projected for the coming year due to ongoing ship modernization efforts, although consumer spending on vacations remains strong. Liberty mentioned that while consumers are likely to spend less than in recent years, demand remains high for the cruise experience.
The company reported strong third-quarter profits, allowing it to raise its earnings guidance for the year, with close-in bookings mitigating some challenges, including extended closings at Labadee. “We continue to see a very strong consumer,” Liberty asserted. “Their enthusiasm for our brands, ships, destinations, and the exceptional experiences provided by our crew is at an all-time high.”
