Royal Caribbean Group’s Strategic Investment in Private Destinations for Enhanced Cruise Experiences
Royal Caribbean Group is significantly expanding its portfolio of private destinations, as outlined by President and CEO Jason Liberty during the company’s third-quarter earnings call for 2025. The announcement of the new Royal Beach Club Santorini is a critical part of their strategy to enhance the guest experience and broaden the reach of their offerings beyond cruise ships.
Liberty shared that the goal is to redefine vacation experiences, planning to grow their exclusive destination portfolio from two to eight by 2028. Existing private destinations include:
- Perfect Day at CocoCay, Bahamas (operational)
- Labadee, Haiti (currently closed)
- Royal Beach Club Paradise Island, Bahamas (opening December 2025)
- The Cormorant at 55 South (opening for the 2025-26 Antarctica season)
- Royal Beach Club Cozumel (opening in 2026)
- Royal Beach Club Santorini (opening summer 2026)
- Perfect Day Mexico (expected in 2027)
- Royal Beach Club Lelepa (also expected in 2027)
The company’s comprehensive plan involves launching a new private destination every year, with a keen focus on discerning customer preferences. Future projects include the Beach Club in Nassau and expansions at Perfect Day Mexico.
Liberty emphasized that these initiatives demonstrate a sustained investment in Royal Caribbean’s vacation platform, which is positioned to capitalize on the strong performance of cruising and leisure travel relative to the broader travel industry. Notably, Michael Bayley, president and CEO of Royal Caribbean International, highlighted that destinations like Perfect Day significantly boost ticket sales and onboard spending, indicating a successful strategy that blends cruising with enticing land-based experiences.
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At CruiseShip.net, our editorial team is made up of passionate travelers, seasoned cruisers, and maritime industry enthusiasts who live and breathe life at sea. From the latest ship launches and destination spotlights to detailed reviews and onboard tips, we are dedicated to helping readers discover the joy of cruising. Our mission is to make every article both inspiring and useful, whether you are planning your first voyage or your fiftieth. We research, fact-check, and collaborate with cruise insiders around the world to bring you accurate, up-to-date, and exciting coverage of the global cruise industry. Join us as we chart new horizons, exploring one port, one ship, and one unforgettable experience at a time.
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