Royal Caribbean announced on Tuesday it will open a new exclusive destination for its cruise ship guests in the heart of the Greek islands.
For the first time, there will be a cruise line exclusive spot in Europe in the form of Royal Beach Club Santorini.
The announcement was made during Royal Caribbean Group's third quarter earnings report.
Here's everything that has been announced about the private destination expansion.
Royal Beach Club Santorini opens in 2026
Opening in "summer 2026", this will be a beach club that is only available to guests sailing on Royal Caribbean or Celebrity ships. Local Greek residents will also be able to purchase club entry, based on availability.
Unlike Perfect Day at CocoCay or Perfect Day Mexico, Royal Beach Clubs have an admission cost to them. Think of it like a shore excursion option owner and operated by the cruise line that is only available to book if you sail with the cruise line.
The cruise line describes the new beach club as being an idyllic spot to enjoy a day visit, "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."
Royal Caribbean President and CEO Michael Bayley said in a statement, "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."
More details of your visit to the beach club in Greece:
- Day pass includes:
- Access to a volcanic black sand beach along the Aegean Sea
- Complimentary gourmet beachfront dining
- Umbrellas
- Loungers
- Wi-Fi
- Every excursion includes a scenic ferry tour along Santorini’s coastline, plus stops in the picturesque towns of Oia and Fira.
- There are no age restrictions, which means kids are allowed in too
We don't know yet what the look or design will be of Royal Beach Club Santorini, but the other beach club plans are clear on one thing: it's designed to be the ultimate beach day.
"It's going to be one of the, I would argue, it will be the most amazing beach day in essence," said Jay Schneider, Royal Caribbean's chief product innovation officer, in reference to the first beach club opening in The Bahamas.
Concept art shows a beach area with palapas, sun beds, as well as an elevated bar and lounge area, presumably with a pool within the complex.
Mr. Bayley posted renderings on social media of what the experience could look like.
The renderings show ferries at the end of a dock to bring guests around for the scenic tours.
The beach and views of the water are clearly a focus of this beach day.
Available to book immediately
Guests already booked on Greek Isle cruises in 2026 have access to book a day pass.
"The Ultimate Santorini Day" has the beach club listed in a spot check of upcoming cruises on Explorer of the Seas.
For the October 3, 2026 sailing, a day pass is listed at $284.00 per adult, or $199 per child. However, there's currently a 30% off sale running that brings those prices down to $197 and $138, respectively.
Where will the beach club be located?
Royal Caribbean Group has not yet disclosed where it's located, but the teaser image seems to be of an actual location rather than a computer rendered spot.
In searching the Internet, the Theros Wave Bar looks very similar.
Theros Beach Bar
Royal Beach Club press material
Located in Eros Beach, Vlychada-Santorini, it's 15 minutes away from Fira.
The volcanic rocks in the background are quite striking, and this could be the property acquired. Royal Caribbean did something similar when it acquired Playa Mia as its site for Royal Beach Club Cozumel.
Plus, the listing in the Cruise Planner clearly states it's at "the luxurious Theros Beach Club."
8 private destinations by 2028
The new beach club in Greece is part of Royal Caribbean Group's ambitious plans to open eight land based operations by 2028.
The first Royal Beach Club opens in December in Nassau, Bahamas when Royal Beach Club Paradise Island begins welcoming guests.
Additionally, a second beach club in Cozumel, Mexico, is slated to open sometime in 2026.
That's followed up by Perfect Day Mexico opening in 2027 and a private beach in Lelepa that both should open in 2028.
SIlversea is also planning to open the Southernmost Hotel on Earth The Cormorant at 55 South in Chile in 2026.
Ever since the opening of Perfect Day at CocoCay, Royal Caribbean has seen a tremendous uptick in guest satisfaction and profitability with a private destination that caters directly to the wants and needs of its guests.
Relying heavily on surveying its guests for feedback, they've worked to deliver the kind of vacation vacationers want.
