Strengthening its vacation ecosystem, Royal Caribbean Group has announced the expansion of its “Ultimate” private destinations, with the debut of Royal Beach Club on the picturesque island of Santorini in 2026. The move is part of the company’s strategic investment to expand its portfolio of destinations and experiences, and create new ways to deliver vacations that resonate with guests.
With the first Royal Beach Club set to launch in The Bahamas this December, the latest announcement means the company’s line-up of exclusive land destinations will expand from two to eight by 2028. It's a significant milestone for Royal Caribbean Group that changed the game for cruise vacations when it introduced Perfect Day at CocoCay as an exclusive land-based destination.
Royal Beach Club Santorini is set to wow vacationers aboard Royal Caribbean and Celebrity Cruises by delivering the “ultimate” Santorini experience that would combine the company’s signature experiences with the Grecian culture, all while they explore the iconic Greek island’s breathtaking volcanic beaches.
The beach club will be part of an “Ultimate Santorini Day” that will give vacationers an opportunity to explore the island’s venerated white-washed buildings and blue-domed churches in Oia and allow them time to stroll through the shops, cafes and art galleries in Fira. An engaging encounter with history and culture will be a perfect way for vacationers to check off these bucket-list items while also enjoying the Mediterranean vibes of the beach club.
The land-based initiatives strengthen Royal Caribbean Group’s strategy to extend its brands’ reach beyond the ship and deepen guest engagement, while creating lasting benefits for local communities—all while advancing the company’s mission to deliver vacation experiences responsibly.
The news of Royal Caribbean Group’s newest vacation destination coincides with the company’s third quarter earnings report, which has shown solid growth for the company. The reported earnings per share (EPS) rose 36 percent in the third quarter to $5.75, up from $4.21 last year. Adjusted EPS increased from $5.20 to $5.75, reflecting a 10.6 percent gain for the quarter. The company also raised its full-year guidance to a range of $15.58 to $15.63, implying 32 percent year-over-year growth as it expects sustained profitability.
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