Royal Caribbean Group has announced plans to bring its Royal Beach Club concept to one of the world’s most iconic islands: Santorini, Greece.
While the cruise line touts the new destination as a way to “bring the best of the island together with Royal Caribbean’s signature service,” many travelers are questioning whether it’s the right fit for a place already famous for its authentic charm and dramatic cliffside views.
According to the company’s press release, Royal Beach Club Santorini will open in summer 2026. Guests from both Royal Caribbean and Celebrity Cruises can purchase access to the beach club during their Mediterranean sailings.
The new experience aims to combine “the breathtaking volcanic beaches of this iconic Greek island” with the company’s signature amenities and service.
Royal Caribbean and Celebrity guests can expect to spend part of their day exploring Santorini’s beloved highlights before visiting to the new beach club. Cruisers will be able to visit the village of Oia with whitewashed buildings and blue-domed churches, along with the cobbled streets of Fira.
Additionally, guests will have a few hours to spend at Royal Caribbean’s new Royal Beach Club in Santorini. The experience is being marketed as an “Ultimate Santorini Day,” which merges sightseeing with beach time.
Royal Caribbean Group CEO Jason Liberty said the expansion will be “a bold step forward in growing our vacation portfolio from two to eight by 2028.”
Moreover, Royal Caribbean International CEO Michael Bayley stated that the new beach club will “bring the best of what the island has to offer with the signature service Royal Caribbean is known for.”
Santorini is beautiful and historic, but infamously challenging to visit
Santorini is one of the most popular Greek islands, and among the most recognizable destinations in the world. The island’s famous whitewashed, blue-domed buildings sit atop the cliffside in the charming village of Oia.
You can enjoy spectacular views while visiting Santorini, making it a postcard-perfect stop and a bucket-list experience for millions of travelers. Not to mention, the sunset in Oia is considered one of the most beautiful on Earth, bringing many tourists to the village each evening.
Despite all its beauty, Santorini is also one of the most logistically challenging cruise ports in Europe. Ships must tender guests ashore, as there’s no deepwater pier.
From there, visitors face a steep ascent to reach the main towns, either by cable car, hundreds of steps, or riding a donkey (a practice discouraged due to animal welfare concerns). For older cruisers, this can make Santorini very difficult to visit, especially during the hot summer months.
During peak tourist season, it’s not uncommon to see multiple ships anchoring in the bay. With limited infrastructure and thousands of cruisers heading ashore, this can lead to crowds, bottlenecks, and long delays. Santorini’s narrow streets are often overflowing with tourists, and the tendering system struggles to keep up with demand.
In this way, Royal Caribbean’s new beach club could make a difference and improve logistical challenges in Santorini. In Royal Caribbean’s press release, the cruise line said:
“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.”
By distributing guests across three different starting points, the company hopes to ease the flow of visitors and give cruisers more time to enjoy the island without contributing to overcrowding.
Some travelers see this as a practical solution. One Reddit user wrote, “Santorini is a logistical nightmare and anything to improve the port experience is welcome.”
Another added, “If it helps distribute people from Santorini, it’s going to be a net positive.”
Others, however, were more skeptical. “Santorini already has plenty of beach clubs—that’s never been the problem,” one commenter argued. “It gets incredibly overcrowded and impossible to navigate. Fix that first.”
Skeptics argue the Royal Beach Club undermines Santorini’s authenticity
Following Royal Caribbean’s latest announcement, cruisers across social media have mixed reactions. Many cruise fans expressed fatigue over Royal Caribbean’s growing lineup of branded, “private-style” destinations.
In recent years, Royal Caribbean has been expanding its portfolio of private destinations and beach clubs. From the new Paradise Island in Nassau to Perfect Day Mexico in Costa Maya, the cruise line has been aggressively investing in land-based experiences. This business approach keeps cruisers within Royal Caribbean’s ecosystem, which has proven to be financially successful.
On Reddit’s r/RoyalCaribbean forum, one user compared the new project to Perfect Day at CocoCay, writing: “They really need to stop with the Disneyfied ports. Imagine going to Greece and having the Destin, Florida experience.”
Another replied, “That’s literally the entire business model now. Lets them maximize profits while in port. Expect this at all of their top 10–15 destinations eventually.”
Others believe the new Royal Beach Club in Santorini takes away from the authentic Greek experience.
One commenter on Facebook said, “Imagine going all the way to Greece, or even living in Greece, and going to a cruise ship-owned beach area… only good thing is less people dumped off in Oia.”
“I just got back from Santorini and it was our favorite port. It doesn’t need another RC amusement park. Shame on Greece for allowing it,” replied another cruiser.
“As someone who promotes authentic and cultural experiences (and someone knee-deep in this industry)… I don’t like this. And I still believe RCCL needs to show some of their older ships some investment. They’re in an embarrassing state,” posted @explore.more.ashley on Instagram.
Supporters say it could finally fix Santorini’s logistical chaos
Some, however, defended the move, emphasizing that the beach club is optional. “It’s just another excursion option,” one user explained. “You still get to go to Greece and explore Oia and Fira if you want. No one’s forcing you to go here.”
“Good for Royal Caribbean! It makes sense for European residents that have probably been to Santorini as much as we have the Bahamas. Santorini is nice, but after you’ve been a couple of times, it’s just another beautiful view day,” shared one cruiser online.
Others who have seen how crowded Santorini can get welcomed the idea.
“I’m dreading going to this port because of the videos of the crowding. Another option to avoid this is great,” one Reddit commenter wrote.
Royal Beach Club Santorini pricing and details
Listings have already appeared on Celebrity Cruises’ website for “Ultimate Santorini” excursions that include time at the Royal Beach Club. Prices currently start at $194.99 per guest, with pre-cruise savings applied. Guests can choose between afternoon or morning admission to the Royal Beach Club.
The excursion lasts about eight hours, including approximately 3.5 hours at the beach club along with guided tours of Oia and Fira.
According to early details shared online, the club will feature all-inclusive Greek dining and complimentary soft drinks, wine, and local draft beer.
Some travelers felt the price was fair for what’s included. “That is a great price!” one commenter said. Others questioned the appeal. “The whole point of Santorini is the view from up high,” another wrote. “I don’t know why anyone would want to be at a beach instead.”
A familiar pattern for Royal Caribbean
The new Santorini project is part of Royal Caribbean Group’s broader strategy to expand its exclusive land-based offerings. Alongside Perfect Day at CocoCay and Labadee, the company’s upcoming lineup includes:
- Royal Beach Club Paradise Island (2025)
- The Cormorant at 55 South (2026)
- Royal Beach Club Cozumel (2026)
- Perfect Day Mexico (2027)
- Royal Beach Club Lelepa (2027)
The island of Santorini is both historic and breathtaking, but the Greek port tends to be divisive among cruisers. It’s one of the most visited Greek islands, and it’s a bucket-list destination for many travelers.
However, Santorini’s beauty can be shadowed by the challenges of overtourism and limited infrastructure on the small island. Some feel this risks turning one of the world’s most unique destinations into just another branded beach day.
Royal Caribbean’s new beach club could help address some of these challenges by offering a new way to experience the island while easing crowding. Even still, many travelers are questioning how authentic this experience will feel compared to the real Santorini.
