THE ULTIMATE SANTORINI DAY COMES SUMMER 2026 WITH ROYAL BEACH CLUB SANTORINI AND TOURS OF THE ISLAND'S HOT SPOTS

Rhea-AI Summary

Royal Caribbean Group (NYSE: RCL) will open Royal Beach Club Santorini in summer 2026 as part of an "Ultimate Santorini Day" combining island tours with a new beach club experience.

The announcement expands the company's land-based vacation pipeline from two to eight destinations by 2028, and notes a first Royal Beach Club launching in The Bahamas in December 2025. The pipeline also lists Royal Beach Club Paradise Island (2025), The Cormorant at 55 South in Chile (2026), Royal Beach Club Cozumel (2026), Perfect Day Mexico (2027), and Royal Beach Club South Pacific in Lelepa (2028).

Positive

• Pipeline expansion from 2 to 8 destinations by 2028
• Royal Beach Club Santorini scheduled to open in summer 2026
• First Royal Beach Club launching in The Bahamas in December 2025
• Multiple new sites announced across The Bahamas, Chile, Mexico, Greece, and South Pacific

Negative

• None.

Insights

Travel & Hospitality Strategy Analyst

Royal Caribbean expands its land-based portfolio with a Santorini beach club opening in summer 2026, part of a pipeline growth to eight destinations by 2028.

Royal Caribbean Group converts cruise footfall into controlled on‑island revenue by developing an owned beach club and curated day tour package in Santorini. The offering bundles branded experiences, crowd distribution across three embarkation points, and repeatable operations playbooks already used in other Royal Beach Club sites.

Execution depends on timely delivery and local operations scaling while avoiding oversupply in peak seasons; congestion reduction is a stated objective but not quantified. Watch construction milestones and guest-capacity rules ahead of summer 2026, and monitor the rollout cadence of the broader pipeline through 2028

Royal Caribbean Group extends its robust vacation pipeline from two to eight land-based destinations by 2028

MIAMI, Oct. 28, 2025 /PRNewswire/ -- Royal Caribbean Group (NYSE: RCL) is bringing the ultimate day to Santorini. Set to open in summer 2026, Royal Beach Club Santorini will welcome vacationers from Royal Caribbean and Celebrity Cruises and combine the breathtaking volcanic beaches of this iconic Greek island with the company's signature experiences alongside the vibrant Grecian spirit and culture to create the ultimate Santorini experience. The beach club will be part of an Ultimate Santorini Day that will include a day of exploring the gems of the island, from the white-washed buildings and blue-domed churches in Oia, to a stroll through the shops, cafes and art galleries in Fira. Vacationers will have the opportunity to check off these bucket list items while also enjoying the Mediterranean vibes of the beach club.

"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," said Jason Liberty, president and CEO, Royal Caribbean Group. "We're thrilled to connect guests with Santorini's gems - from its iconic villages to the Aegean Sea's famous beach club culture - creating a balanced, authentic island experience." 

"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," said Michael Bayley, president and CEO, Royal Caribbean.

As Royal Caribbean Group prepares for the beach club's opening next summer, the company's ultimate beach club experience will feature a new innovative way to alleviate congestion throughout the island by better distributing guests arriving to Santorini. Vacationers can start their journey in one of three locations, minimizing crowding while maximizing time spent enjoying sights and sounds.

As the first Royal Beach Club experience readies to launch in The Bahamas this December, Royal Beach Club Santorini is the latest in the vacation company's growing lineup of exclusive land-based destinations, which includes the top-rated Perfect Day at CocoCay, which disrupted the cruise industry and redefined the future of cruise vacations.

Alongside Perfect Day at CocoCay in The Bahamas and Labadee in Haiti, Royal Caribbean Group's pipeline of land-based vacation offerings include Royal Beach Club Paradise Island in The Bahamas (2025), the Southernmost Hotel on Earth The Cormorant at 55 South in Chile (2026), Royal Beach Club Santorini (2026), Royal Beach Club Cozumel in Mexico (2026), Perfect Day Mexico (2027), and Royal Beach Club South Pacific in Lelepa (2028).

For more information about Royal Beach Club Santorini, click here.

About Royal Caribbean Group
Royal Caribbean Group (NYSE: RCL) is a vacation industry leader with a global fleet of 68 ships across its five brands traveling to all seven continents. With a mission to deliver the best vacations responsibly, Royal Caribbean Group serves millions of guests each year through its portfolio of best-in-class brands, including Royal Caribbean, Celebrity Cruises, and Silversea; and an expanding portfolio of land-based vacation experiences through Perfect Day at CocoCay and Royal Beach Club collection. The company also owns 50% of a joint venture that operates TUI Cruises and Hapag-Lloyd Cruises. With a rich history of innovating, Royal Caribbean Group continually delivers exciting new products and guest experiences that help shape the future of leisure travel. Learn more at royalcaribbeangroup.com or rclinvestor.com.

 

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SOURCE Royal Caribbean Group

FAQ

When will Royal Beach Club Santorini open for Royal Caribbean Group (RCL)?

Royal Beach Club Santorini is scheduled to open in summer 2026.

What does RCL mean by expanding its land-based vacation pipeline to eight destinations by 2028?

RCL plans to grow from two to eight land-based destinations, listing several sites with launch years through 2028.

Which Royal Caribbean Group land-based site is planned to launch in December 2025?

The company said the first Royal Beach Club experience will launch in The Bahamas in December 2025.

What experiences will the Ultimate Santorini Day include for RCL guests?

The Ultimate Santorini Day pairs island tours of Oia and Fira with access to the Royal Beach Club Santorini beach experience.

Which other Royal Caribbean Group projects are listed alongside Royal Beach Club Santorini?

The pipeline lists Royal Beach Club Paradise Island (2025), The Cormorant at 55 South Chile (2026), Royal Beach Club Cozumel (2026), Perfect Day Mexico (2027), and Royal Beach Club South Pacific Lelepa (2028).

Will Royal Beach Club Santorini serve both Royal Caribbean and Celebrity Cruises guests?

Yes, the beach club will welcome vacationers from both Royal Caribbean and Celebrity Cruises.