Royal Caribbean Group has revealed plans for a new private destination in Santorini, Greece. Named Royal Beach Club Santorini, this exclusive facility is set to open in summer 2026. It will cater to guests from both Royal Caribbean and Celebrity Cruises, offering a new way to experience the iconic Greek island.
This development marks a significant expansion for the cruise giant, as it aims to grow its portfolio of land-based destinations. The company emphasized its commitment to enhancing vacation experiences and strengthening its position in the competitive travel market.
Key Takeaways
- Royal Beach Club Santorini will open in summer 2026.
- It will serve guests from Royal Caribbean and Celebrity Cruises.
- This is part of Royal Caribbean Group's plan to expand its private destinations to eight by 2028.
- The club aims to offer an "Ultimate Santorini Day" experience.
Strategic Investment in Global Destinations
Royal Caribbean Group views this new Santorini project as a strategic investment. The company is actively working to expand its collection of private and exclusive destinations. This strategy aims to create unique experiences for its guests, setting it apart from competitors.
The Royal Beach Club Santorini is the latest addition to a growing lineup. This includes the highly popular Perfect Day at CocoCay in The Bahamas. The first Royal Beach Club experience is scheduled to launch in The Bahamas in December, preceding the Santorini opening.
"Expanding our Royal Beach Club Collection to include Santorini – one of the world’s most popular and beautiful locations – is a bold step forward in growing our vacation portfolio from two to eight by 2028, giving guests more ways to have unforgettable experiences with us," stated Jason Liberty, president and CEO, Royal Caribbean Group.
Fast Fact
Royal Caribbean Group plans to expand its land-based destinations from two to eight by the year 2028.
The Ultimate Santorini Day Experience
The Royal Beach Club Santorini is designed to be part of what the company calls an "Ultimate Santorini Day." This comprehensive experience will combine the island's famous attractions with the relaxed atmosphere of a beach club. Guests will have the opportunity to explore the island's cultural highlights.
This includes visiting the iconic white-washed buildings and blue-domed churches of Oia. Vacationers can also stroll through the shops, cafes, and art galleries located in Fira. After exploring, they can relax and enjoy the Mediterranean ambiance at the new beach club.
Connecting Guests with Santorini's Gems
The goal is to offer a balanced and authentic island experience. Royal Caribbean Group believes this approach will allow guests to fully appreciate Santorini's beauty and unique culture. The integration of exploration and relaxation is central to the concept.
Michael Bayley, president and CEO of Royal Caribbean, highlighted the appeal of the destination. "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," he added.
Why Santorini?
Santorini is consistently ranked among the world's top travel destinations. Its volcanic landscapes, stunning sunsets, and unique architecture draw millions of visitors each year. Establishing a private beach club here offers cruise lines a distinct advantage in providing a premium experience.
Growing Portfolio of Exclusive Destinations
The Royal Beach Club Santorini represents the latest step in Royal Caribbean Group's strategy to enhance its vacation ecosystem. By owning and operating exclusive land-based destinations, the company aims to offer more control over the guest experience and provide consistent service quality.
This expansion strategy is designed to deepen the company’s competitive moat. It also seeks to create new avenues for delivering memorable vacations. The focus remains on providing extraordinary experiences that resonate with a diverse range of guests.
- Unrivaled Portfolio: The company is actively building a portfolio of unique destinations.
- Competitive Advantage: Exclusive land-based experiences help differentiate Royal Caribbean Group.
- Guest Satisfaction: The goal is to offer more ways for guests to enjoy their vacations.
Future Outlook for Cruise Travel
The cruise industry continues to evolve, with companies investing in both ship innovation and land-based experiences. This dual approach allows for a broader appeal to travelers seeking diverse vacation options. The trend towards private destinations provides a curated experience away from crowded public areas.
This move by Royal Caribbean Group underlines a broader industry shift. Cruise lines are increasingly looking to offer exclusive shore excursions and private facilities. This enhances the overall value proposition for their guests. It also provides more controlled environments for tourism, which can be beneficial in high-demand locations like Santorini.
The opening of Royal Beach Club Santorini in 2026 will undoubtedly be a significant event for the cruise industry. It will offer travelers a new, tailored way to experience one of Greece's most famous islands, blending exploration with luxury and relaxation.
