Royal Caribbean is just days away from opening its newest private destination with a beach club in the Mediterranean.
Royal Beach Club Santorini is opening for the summer cruise season in Greece, and it looks very different from anything the cruise line has done before.
Speaking during a recent webinar, Keri-Ann Chin-Sang, Senior Director of Product Development, pulled back the curtain on Royal Beach Club Santorini ahead of its debut. What she described isn't a scaled-down version of Perfect Day at CocoCay, but something far more intentional, and far more exclusive.
"In five days, we'll be celebrating the debut of Royal Caribbean's first ever Royal Beach Club in Europe," Chin-Sang said during her explanation. She's actually spent the last few weeks in Greece working on it. "We're super excited… we are here in the final days of adding the finishing touches and making sure everything's just perfect for guests."
One thing is clear from her overview of the new beach club: Royal Caribbean is taking a completely different approach to what a "private destination" looks like in Europe.
This beach club will be smaller, and more exclusive
Unlike a private island experience, the Royal Beach Club is not meant to be anything like CocoCay.
"What you're seeing here is… probably a little bit smaller than what everyone typically thinks of when you think of a Royal Caribbean private destination," Chin-Sang explained.
Whereas CocoCay can accommodate over 10,000 people, Royal Beach Club Santorini has a smaller footprint.
"Royal Beach Club Santorini is truly an exclusive experience in this first season for really just about 300 guests at a time."
"Currently the plan is 300 guests at a time… in a day we're looking at 900 guests for the day. But at any one time, we're planning for an intimate group of 300 guests."
That limit is intentional as a way to to respond to one of Santorini’s biggest challenges.
Royal Caribbean is trying to solve Santorini's major problem
Royal Caribbean's research showed them that while Santorini is one of the most popular cruise ports in Europe, it's also been frustrating for guests.
"Santorini always has high appeal with guests, but somehow came back with low satisfaction," Chin-Sang revealed.
"In digging into that, we realized that it's mostly about the transportation, the crowds, the wait times."
If you’ve ever visited, you've probably experienced long tender lines, packed streets in Fira, and the infamous cable car queues.
Royal Caribbean sought to design a beach club experience that fixes those problems.
"We thought really long and hard about how we could fix that and enhance the guest experience and make sure that guests are really able to maximize their day on the island."
You'll have a "build your own adventure" approach when in Santorini
Admission to the club goes beyond a beach day. Royal Caribbean is bundling the beach club into what it calls the "Ultimate Santorini Day" tour.
"This three stop build your own adventure… allows people to plan their day," Chin-Sang explained.
Guests will be able to experience multiple parts of the island in a structured, seamless way.
"Some guests will be able to start their day at the beach club. Some guests will start their day with the towns… Oia and Fira, and every stop along the tour has its own unique charm."
That includes:
- Oia
- Fira
- The beach club
"You can enjoy a relaxing afternoon on a black sand beach with an unlimited Greek buffet… like who wouldn't want this perfect tour in Santorini," she said.
The biggest difference, though, is how easy it's meant to be.
"You don't have to think hard about waiting in a long line, or waiting in the sun to ride the cable car… you are ushered from location to location on a cozy, air conditioned bus."
In other words, Royal Caribbean is trying to make a port notorious for crowds and waits into a much easier experience.
This club was designed to fit in, not stand out
Another major shift is how the destination looks, because it's not using bright colors or incorporate attractions.
"We didn't want to make this your traditional beacon, bright colors of a Royal Caribbean destination," Chin-Sang said.
Their goal was to make it feel like part of Santorini itself.
"We wanted to really make sure that we were developing a property that felt like it was part of Santorini, authentic to the local architecture."
A day at the beach club is meant to be picture perfect
The beach club includes many of the amenities cruisers expect, in addition to the backdrop of being on a beautiful Greek island.
"It is the kind of scenery guests dream about," Chin-Sang said, describing the setting.
"It's set at the southern coast of Santorini, with a backdrop of these unreal volcanic cliffs."
Here's what's included:
- A black sand beach
- Loungers and umbrellas
- Changing huts and showers
- A main bar and buffet
"All of the amenities that guests are looking for are just a few steps away… it's pretty much a hassle free day."
In fact, small details have been refined to ensure it's a great experience, "The beach is at a lower elevation than the restaurant, so all of the restaurant seating is the best seat in the house."
Food will be a focal point to embrace being in Greece
Food is another area where Royal Caribbean is leaning into the destination.
"We've worked for several months… with local chefs to really pour that authentic Greek vibe into the menu."
You can expect to find on the menu gyros and souvlaki, Greek burger, vegetarian moussaka, and more.
"My personal favorite… the unlimited Greek frozen yogurt," she said.
Drinks are also included, with a strong local focus.
"We're very, very excited to be able to offer a Royal Beach Club exclusive craft beer… it's called Lava Lager."
Guests will also find custom wines made specifically for Royal Caribbean visitors. There will be custom red, white, and rosé wine varietals.
Royal Caribbean is doing something different in Santorini
If there’s one theme that comes through in this preview, I think it's that they're taking a far different approach with this beach club.
Their goal isn't to build the biggest or most feature-packed destination. Instead, they're trying to solve a problem their research tells them exists and then deliver a better version of Santorini.
"We found the most gorgeous site that we could possibly find on the island," Chin-Sang said.
"And we've made it into an experience where the transportation is curated, it's included… you don't have to think hard."
Considering Royal Caribbean has a reputation of going big, they're building something much more tailored to the destination.
If it works, it could usher in a new approach to how it tackles private destinations in other parts of the world.
