Royal Caribbean expands with Santorini Beach Club and guest loyalty points flexibility in 2026

Posted on November 1, 2025

Royal Caribbean Group charts an exciting course for 2026, unveiling ambitious plans that will redefine luxury cruises 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 hideaway

Royal Caribbean International and Celebrity Cruises are set to offer guests an exclusive getaway 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, offering a private, luxurious getaway on one of the most desirable islands in the world.

Santorini is known for its dramatic cliffs, blue-domed churches and stunning sunsets, and the Beach Club will showcase the island’s natural beauty while providing world-class amenities. The club will feature private swimming pools, a swim-up bar, gourmet restaurants and access to the island’s famous beaches. Guests will also have the opportunity to take guided tours exploring Santorini’s famous sites, including ancient ruins and quaint villages, making this the perfect combination of relaxation and exploration.

One of the key innovations of this new beach club will be a focus on managing crowding on the island, which often becomes a challenge during the summer months. With multiple access points, guests will be able to enjoy a seamless and convenient experience while avoiding crowds. This will provide a refreshing new way to experience Santorini, offering exclusive amenities and the opportunity to immerse yourself in 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’s extensive collection of exclusive beach destinations. The company already operates two proprietary locations —Perfect day at CocoCay In the Bahamas and Labadie In Haiti – by 2028, it plans to expand this portfolio to include eight private destinations. These locations will allow guests to enjoy unforgettable vacations in beautiful, secluded environments, free of the typical tourist crowds.

In addition to Santorini Royal Beach Club Nassau It is scheduled to open in December 2025, providing another private luxury retreat in the Bahamas. This represents just one of many projects planned, with more exclusive beach experiences on the horizon, allowing travelers to enjoy relaxation and adventure in the perfect setting.

Revolutionizing loyalty: Introducing the points option

Royal Caribbean Group is also making waves with its enhanced loyalty programme, Choose pointswhich will launch in 2026. This innovative program is designed to provide 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 travelsand Silversea TripsNo matter what brand they sailed.

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

The introduction of this feature is expected to be a game-changer in the cruise world, as it provides guests with greater control over their rewards and makes loyalty programs more customer-focused.

Positive outlook for 2026: strong demand and future plans

As Royal Caribbean Group looks to 2026, the company is supported by strong booking trends and positive demand across its brands. Bookings for this year have already exceeded expectations, with many cruises selling out at higher than expected rates. Despite facing some challenges, such as rising fuel costs and increasing tax rates, Royal Caribbean remains confident that demand for cruises will remain strong.

In addition, the company is making significant investments in its fleet. With plans to increase drydock days in 2026 to modernize ships, Royal Caribbean is committed to keeping its ships at the forefront of luxury and innovation, ensuring they continue to deliver world-class experiences for all guests.

Looking to the future: A bright future for Royal Caribbean Group

Royal Caribbean Group’s announcement of Royal Beach Club Santorini and its new Points Choice loyalty program signals a new era for the company. These initiatives reflect the brand’s commitment to delivering 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 strongly positioned for continued success in 2026 and beyond.

With its focus on providing world-class service, unforgettable experiences and a growing 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 everyone.