Royal Caribbean announced plans for a new beach club to open in 2026, and it's part of a trend to improve the ports that passengers complain the most about.
Earlier this week, Royal Caribbean unveiled plans to open a brand-new beach club on the Greek island of Santorini. While some were surprised by the announcement, it could be argued that the new beach club was only a matter of time.
In recent years, Royal Caribbean has made significant investments to enhance the in-port experience for its guests, particularly in destinations that have been ranked as cruisers’ least favorites. By enhancing onshore experiences, Royal Caribbean can capture more spending from passengers while delivering a smoother, safer, and more appealing visit for cruisers. It's a win-win situation for the guest and cruise line.
Earlier this year, we reported on the ports travelers said they’d never want to visit again, with Santorini, Nassau, and Costa Maya topping the list. While these ports each have their own drawbacks, guests cited logistical frustrations in Santorini, pushy vendors in Nassau, and the entire tourist trap of Costa Maya’s port.
As such, Royal Caribbean has seen an opportunity to address these pain ports for customers, leading to targeted investments from the cruise line. And the company’s latest investment with Royal Beach Club Santorini is a prime example of this shift.
Santorini is infamous for its logistical challenges.
Santorini, Greece is easily one of the world’s most photographed cruise ports, but the Greek Island is also one of the most frustrating.
Santorini’s blue-domed churches and cliffside villages attract millions of visitors each year, but this inevitably creates a gridlock along the narrow streets of Oia and Fira. Not to mention, it’s common to have multiple cruise ships anchored in Santorini during peak summer months, leading to even more crowding on the small island.
Because ships must tender passengers ashore, simply getting into town can be a challenge. The steep cliffs mean cruisers must choose between waiting in long lines for the cable car, hiking hundreds of steps, or taking a controversial donkey ride, which many avoid due to concerns for the animals.
Although the island is stunning, the logistical challenges can often overshadow Santorini’s beauty. With this in mind, Royal Caribbean saw an opportunity to build the Royal Beach Club to offer a more relaxed alternative for cruisers. The experience will be offered as a shore excursion with visits to Oia and Fira, along with a few hours lounging at the beach club by the Aegean Sea.
The cruise line stated in the press release, “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.”
In doing so, Royal Caribbean aims to ease some of the logistical challenges of visiting Santorini while simultaneously creating new opportunities to capture guest spending ashore.
Cruisers also cite Nassau as their least favorite cruise port.
Nassau, Bahamas, might be one of the most visited cruise ports in the world, but it’s also one of cruisers' least favorite destinations. Because of its proximity to Florida, Nassau appears on many short Caribbean itineraries. This means frequent cruisers have visited Nassau repeatedly, leading many guests to stay onboard rather than disembarking.
The city has tried to change its reputation, recently completing a $300 million cruise port redevelopment. The project greatly modernized the cruise terminal area by adding performance spaces, local shops, restaurants, and bars. However, the city itself remains polarizing.
Cruisers regularly complain about aggressive vendors, safety concerns, and a lack of authentic experiences. Excursions can also be expensive in Nassau; for example, visiting the famous Atlantis resort can cost hundreds of dollars for just a few hours.
To tackle these complaints, Royal Caribbean is building its brand-new Royal Paradise Island Beach Club. The new venue will require guests to purchase admission, along with a drink package if they want open-bar access. The private-style experience is only for Royal Caribbean cruise guests and will feature multiple pools, dining options, and the world’s largest swim-up bar.
Royal Caribbean hopes to give cruisers a relaxing and secure alternative to the hectic city while still generating revenue ashore. This mirrors the success of the cruise line’s Perfect Day at CocoCay, which offers an elevated, controlled environment designed to rival the onboard experience.
In Cozumel, vacationers want something new
Royal Caribbean's research told them that while Cozumel isn't poorly rated by guests, it's grown a bit tiresome.
That's why Royal Beach Club Cozumel will open in December 2026 in an attempt to fix a different "problem" that cruise passengers have with the port.
Jay Schneider leads the Product Development team, and during a preview event for the opening of the beach club, said that Cozumel is great, but lacks something fresh.
"What we've heard from research is a lot of guests have been to Cozumel. They're looking for something new," he explained.
"They love Cozumel, but they want diversity of the offering."
Royal Caribbean wants to bring something new that will excite passengers to add onto an island that's already well-regarded.
Finally, Royal Caribbean will give the tourist trap of Costa Maya a major makeover.
Along with Nassau, Costa Maya in Mexico is often considered one of the least favorite cruise ports for many travelers. This Western Caribbean port is frequently called a massive tourist trap, with a cruise terminal built entirely for passengers.
Visitors must weave through crammed shops, restaurants, wildlife encounters, and a swim-up bar just to exit the terminal. The entire port area feels like one giant, endless maze. Beyond the cruise terminal, the small beach town of Mahahual offers a more relaxed vibe, but even then, options are limited.
To address this, Royal Caribbean purchased the port of Costa Maya to build its newest private destination, Perfect Day Mexico. The new project will span 200 acres and offer an all-inclusive beach experience for cruisers, modeled after its private island in the Bahamas.
This new development will transform the underwhelming port into a destination itself. Instead of being a least favorite destination for cruisers, Costa Maya could soon be a highlight for Royal Caribbean guests. The cruise line plans to offer shaded cabanas, snorkeling, water activities, and controlled access designed to avoid the current tourist chaos.
It’s only a matter of time before Royal Caribbean rolls out more plans to upgrade problem ports, creating new opportunities to boost revenue while improving the guest experience on land.
