Royal Caribbean Group is building excitement for summer 2026 with the announcement of its first private destination in Europe, the Royal Beach Club Santorini. This new venture was unveiled alongside the company’s Q3 financial results, highlighting its commitment to expanding private experiences for cruise guests.
Set to debut in summer 2026, the Royal Beach Club Santorini will cater to guests of both Royal Caribbean International and Celebrity Cruises. This initiative is part of Royal Caribbean’s broader strategy to increase its collection of private destinations from two—Perfect Day at CocoCay and Labadee—to eight by 2028. The inaugural Royal Beach Club is scheduled to open later this year in Nassau, providing visitors with exclusive access to private pools, swim-up bars, dining options, and pristine beaches.
Additionally, a Royal Beach Club in Cozumel, Mexico, is anticipated to launch in 2026, further enhancing the cruise line’s attractive offerings. Visual renderings of the Santorini location suggest it will feature relaxing beach areas, water sports, and organized tours of the island’s renowned attractions, aligning with Royal Caribbean’s dedication to providing memorable guest experiences.
To address potential congestion issues on Santorini, particularly during the busy summer months, the company is devising a systematic approach for guests visiting the beach club. This will allow for smoother access to three different starting points on the island, making the experience more manageable and enjoyable. Michael Bayley, CEO of Royal Caribbean International, emphasized the importance of combining the beauty of Santorini with the exceptional service characteristic of Royal Caribbean.
Brian Robinson, co-owner of Five Star Travel Agency, noted that the new beach club would offer returning visitors something fresh to explore. He highlighted the appeal for European travelers seeking private destinations, marking Royal Beach Club Santorini as a valuable addition to the cruise experience in the region.
Enhanced Loyalty Program: Points Choice
In conjunction with these developments, Royal Caribbean Group also announced improvements to its loyalty program, set to launch in 2024. The new Points Choice program allows guests sailing on Royal Caribbean International, Celebrity Cruises, and Silversea Cruises to choose which loyalty program will earn them points during their cruise, regardless of the brand they traveled with.
This initiative builds on the existing status-match program, enhancing customer interconnectivity across the brands. CEO Jason Liberty explained that Points Choice ensures guests can accumulate points on their primary brand, simplifying the loyalty experience. The announcement has generated excitement among travelers, with Robinson reporting increasing inquiries about the specifics of the program.
Positive Projections for 2026
Royal Caribbean Group’s outlook for 2026 remains optimistic, with bookings trending positively and average cruise prices exceeding expectations. However, the company is also preparing for external challenges such as rising fuel costs and changes in tax policies. More drydock days are anticipated in 2025 due to ongoing ship modernization efforts, though Liberty noted that consumer spending on vacations continues to be robust, albeit slightly less than previous years.
The strong performance in the third quarter has led Royal Caribbean Group to raise its earnings per share guidance for the year, showcasing resilient demand even amid operational challenges, including the prolonged closure of Labadee. Liberty acknowledged the unwavering interest in Royal Caribbean’s offerings, stating, “Our guests’ demand for our brands, experiences, and dedicated crew is at an all-time high.”
