Royal Caribbean Group Buys 50% of Sandals Resorts- A Game Changer for the Caribbean and Global Cruising?

Caribbean cruising - and beyond! - may have changed forever. Royal Caribbean Group -which also owns Celebrity Cruises and Silversea - and Sandals Resorts International announced that the cruise company has purchased 50% of the Caribbean all-inclusive resort chain. 

It's a deal worth 3 billion USD, and it's sending a tidal wave through both the cruise and all-inclusive resort worlds. 

Here's why it's a gamechanger for any cruise traveler on Celebrity Cruises, Royal Caribbean, or Silversea. Or people who love high-end, all-inclusive resorts but have maybe never tried a cruise! 

WATCH THIS VIDEO: I'm interviewed by travel trade insider publication Open Jaw, unpacking this huge development in cruise and land vacations.  Click here to watch. 

SURF AND TURF

• Royal Caribbean International is the world’s largest individual cruise line, with 30 ships, some among the world’s largest, with over 7000 guests each, sailing worldwide.
  • In recent years, Royal Caribbean has led the cruise industry, investing enormous amounts of money to develop its branded, owned shore experiences. The flagship is the theme-park-like Perfect Day at Coco Cay, its private island in the Bahamas, but also its private ‘Royal Beach Club’ collection in the Bahamas - and also on Santorini, Greece, plus an upcoming location in Cozumel.
  • The timing is interesting, as it comes on the heels of news that another “Perfect Day” development in Mexico has been halted, with the government canceling its permits. Although talks are apparently underway to relocate to a less environmentally sensitive area, the issue illustrates the risks and delays of developing new land experiences.
  • The Royal Caribbean Group also owns the contemporary premium cruise line Celebrity Cruises that trades the family-friendly theme park approach for a modern urban resort vibe. It also owns the ultra-luxury, small-ship cruise line Silversea. Those other brands also enjoy access to the Group's land locations.
• Meanwhile, Sandals Resorts International is one of, if not the largest, locally-owned all-inclusive resort companies in the Caribbean, and arguably the best known. It has 2 brands: the adults-only Sandals and the family-focused Beaches resorts. 
  • In total, there are 20 resorts across Jamaica, Antigua, Saint Lucia, The Bahamas, Grenada, Barbados, Curaçao, Saint Vincent and the Grenadines, and Turks & Caicos.

WHAT THIS MEANS FOR YOUR NEXT CRUISE

This is a game-changer for cruise travelers – and those who love all-inclusive resorts but may never have cruised. 

Although the companies haven’t yet specified exactly how the new relationship will play out for travelers, it opens the door to incredible possibilities, especially given some of Royal Caribbean Group’s other recent moves.

Their joint media release provides some tantalizing hints, saying the new partnership will allow the two companies to: “broaden distribution, deepen guest engagement, and make it easier for travelers to discover vacation experiences offered.” The release also, intriguingly, mentions Royal Caribbean’s cross-brand loyalty program! 

• This could mean, almost overnight, that Royal Caribbean Group cruise lines (remember, that’s Royal Caribbean, Celebrity and Silversea) have up to 20 new beach destinations for ships calling in ports in some of the most desirable islands in the Caribbean;  *** especially for more adult-focused Celebrity and Silversea cruise guests - or only adults from Royal Caribbean ships -  since 18 out of 20 current resorts are adults-only Sandals, and the company is going to need to maintain its resort culture for all its guests; 
  • And it could help some of those smaller islands develop cruise port facilities; or 
  • On islands that already have a very busy cruise schedule – for example, Turks & Caicos – that would mean a whole new beach destination for cruise guests, spreading the total cruise guest numbers out and alleviating crowding;
• Enticing all-inclusive resort guests who may never have cruised, or at least, never cruised on any of the Royal Caribbean Group cruise brands, to try cruising;

• Packaging seamless ship + shore vacations, where guests can embark on a cruise for a week, and disembark on a Sandals island for another week of a beach vacation, whether it’s an adults-only Sandals, or a family-friendly Beaches destination;

  And even

• The two companies may develop new beach properties - in the Caribbean and globally, expanding the Sandals brand beyond its Caribbean home for the first time! - that are purpose-built to accommodate guests on a beach day shore visit or week-long all-inclusive stay - or both! 

  And how about 

• Potentially somehow integrating Sandals into Royal Caribbean’s loyalty program?

WHAT’S NEXT?

We’ll have to wait for further announcements to see exactly how these two storied travel brands will play together in the years to come. The companies' media release says the deal is expected to close in early 2027. Both industries are long games, where big builds (ships, properties) don’t happen overnight. 

If these ideas are on track, the two brands may also have to figure out how to integrate visiting cruise guests with resort guests without stepping on toes. Not to mention, there are currently 18 Sandals adults-only resorts, compared to only 2 Beaches resorts that welcome kids. 

But Royal Caribbean may have just upped the ante for other big cruise companies to find their own land partners to give guests new experiences, opportunities for extended cruise + land vacations, and find new potential cruise guests among land resort guests! 

By: Lynn Elmhirst, cruise/ travel journalist and expert

Images courtesy of Royal Caribbean Group/ Sandals 

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