Royal Caribbean Expands with Santorini Beach Club and Loyalty Points Flexibility for Guests in 2026

Royal Caribbean Group is charting an exciting course for 2026, revealing ambitious plans that will redefine luxury cruising and elevate guest experiences. From introducing a first-of-its-kind private beach destination in Europe to transforming its loyalty programs, the company is poised to lead the way in the cruise industry for years to come.

Royal Beach Club Santorini: A Unique Greek Getaway

Royal Caribbean International and Celebrity Cruises are set to offer guests an exclusive escape in Greece with the opening of Royal Beach Club Santorini in the summer of 2026. This new destination will be the first of its kind in Europe, providing a private, luxurious retreat on one of the world’s most coveted islands.

Santorini is known for its striking cliffs, blue-domed churches, and picturesque sunsets, and the beach club will showcase the island’s natural beauty while offering world-class amenities. The club will feature private pools, a swim-up bar, gourmet dining, and access to the island’s famous beaches. Guests will also have the opportunity to take guided tours to explore Santorini’s famous sites, including its ancient ruins and quaint villages, making this a perfect blend of relaxation and exploration.

One of the key innovations at this new beach club will be its focus on managing the island’s congestion, which often becomes a challenge during the peak summer months. With multiple access points, guests will be able to enjoy a seamless and relaxed experience while avoiding the crowds. This will provide a refreshing new way to experience Santorini, offering both exclusive amenities and the chance to dive into the island’s rich culture.

Expanding Exclusive Beach Destinations: A Vision Beyond 2026

The Royal Beach Club Santorini is just the beginning of Royal Caribbean Group’s expansive vision for exclusive beach destinations. The company already operates two private locations—Perfect Day at CocoCay in the Bahamas and Labadee in Haiti—and by 2028, it plans to expand this portfolio to include eight private destinations. These locations will allow guests to enjoy unforgettable getaways in secluded, beautiful environments, free from the typical tourist crowds.

In addition to Santorini, the Royal Beach Club Nassau is set to open in December 2025, offering another private, luxurious escape in the Bahamas. This marks just one of several planned developments, with more exclusive beach experiences on the horizon, allowing travelers to enjoy both relaxation and adventure in idyllic settings.

Revolutionizing Loyalty: Introducing Points Choice

Royal Caribbean Group is also making waves with its enhanced loyalty program, Points Choice, which will be launched in 2026. This innovative program is designed to provide even more flexibility for loyal cruisers. For the first time, guests will be able to allocate loyalty points across any of the company’s three brands: Royal Caribbean International, Celebrity Cruises, and Silversea Cruises, regardless of which brand they sailed with.

Previously, guests could only earn points within the brand they traveled with, but with Points Choice, guests can now accumulate and redeem points across all three brands. This flexibility allows travelers to maximize their rewards, whether they prefer to sail with Royal Caribbean, Celebrity, or Silversea, and provides a more seamless, interconnected experience across the Royal Caribbean Group family.

The introduction of this feature is expected to be a game-changer in the cruising world, offering guests greater control over their rewards and making loyalty programs more customer-centric.

A Positive Outlook for 2026: Strong Demand and Future Plans

As Royal Caribbean Group looks ahead to 2026, the company is buoyed by strong booking trends and positive demand across its brands. Bookings for the year are already exceeding expectations, with many cruises selling at higher rates than anticipated. Despite facing some challenges, such as rising fuel costs and increased tax rates, Royal Caribbean remains confident that the demand for cruising will remain robust.

In addition, the company is making significant investments in its fleet. With plans to increase drydock days in 2026 for ship modernization, Royal Caribbean is committed to keeping its ships at the forefront of luxury and innovation, ensuring that they continue to offer top-tier experiences for all guests.

Looking Ahead: A Bright Future for Royal Caribbean Group

Royal Caribbean Group’s announcement of Royal Beach Club Santorini and the new Points Choice loyalty program signals a new era for the company. These initiatives reflect the brand’s commitment to offering unparalleled travel experiences and ensuring guests are rewarded for their loyalty. As the company expands its exclusive destinations and enhances its offerings, Royal Caribbean Group is firmly positioned for continued success in 2026 and beyond.

With its sights set on delivering world-class service, unforgettable experiences, and an ever-expanding range of luxury offerings, Royal Caribbean is set to remain a leader in the global cruise industry, delivering on its promise of an exceptional, once-in-a-lifetime vacation for all.

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