Are Cruise Lines Replacing Real Ports With Their Own Destinations?
Private islands, cruise-exclusive destinations and beach clubs are becoming a much bigger part of cruising. But are they making cruising better—or slowly taking away the reason many of us cruise in the first place?
Cruise lines are building their own version of the world.
Their own beaches. Their own lagoons. Their own water parks. Their own restaurants. Their own bars. And increasingly, their own destinations.
Royal Caribbean has Perfect Day at CocoCay and Royal Beach Club destinations. Carnival has Celebration Key. Disney has Castaway Cay and Lookout Cay at Lighthouse Point. Norwegian has Great Stirrup Cay and Harvest Caye. MSC has Ocean Cay Marine Reserve and is adding Catalina Sugar Beach in the Dominican Republic. Virgin Voyages has the Beach Club at Bimini.
So what’s driving this trend?
And perhaps more importantly:
Is this what cruisers actually want?
That’s the question I explored in the latest episode of The Wake Report.
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Before you keep reading, watch this week’s Wake Report.
I go beyond the cruise news headlines and explain why cruise lines are investing so heavily in private destinations, how these experiences are changing, what’s actually included, and what cruisers in my Celebrity group had to say about the trend.
The video is where you’ll hear the full conversation—including my interview with a Royal Caribbean representative and the opinions of cruisers who have experienced these destinations themselves.
But if you want the quick breakdown, here’s what you need to know.
Cruise Ports Are Getting Bigger Too
Before getting into private destinations, there was another interesting trend in this week’s cruise news: cruise ports are expanding to handle the industry’s growth.
Port Tampa Bay has begun work on a new cruise terminal—the port’s fourth and its first new cruise terminal in more than 25 years.
The project is expected to be completed in 2029, and the port says the new terminal could accommodate more than 200 additional annual ship calls and eventually help the port reach more than 2 million cruise passengers annually.
Port Canaveral is also expanding.
Its $95 million renovation and expansion of Cruise Terminal 10 will make the terminal nearly 30% larger, with more than 145,000 square feet of space. It is being designed to accommodate some of the industry’s largest ships, including ships carrying up to 7,000 passengers.
And in Manila, the Philippines is moving toward a dedicated cruise hub that could eventually accommodate four cruise ships simultaneously.
These projects are all different, but they’re telling us something important:
Cruising is growing, and the infrastructure has to grow with it.
And that leads directly into the private-destination discussion.
Because when a cruise ship carries thousands of passengers, the places it visits have to be able to handle thousands of people arriving at roughly the same time.
Why Are Cruise Lines Building Their Own Destinations?
This is the question I really wanted to explore.
And I don’t think there is just one answer.
There are at least five major reasons cruise lines are investing in private islands, cruise-exclusive destinations and beach clubs.
1. They can control the guest experience
When a cruise line operates or partners closely with a destination, it has much more control over what happens once passengers get off the ship.
The food.
The transportation.
The entertainment.
The beaches.
The pools.
The bathrooms.
The activities.
The overall experience.
Instead of sending thousands of passengers into an unfamiliar port and hoping they’ll have a good day, the cruise line can create the experience itself.
2. It’s convenient for passengers
There’s something undeniably appealing about stepping off a cruise ship and knowing exactly what you’re getting.
You don’t necessarily have to research a beach.
You don’t have to figure out transportation.
You don’t have to worry about whether the restaurant you found online will actually be open.
And you don’t have to spend the day wondering whether you’ll make it back to the ship on time.
The destination is designed around the cruise passenger.
That convenience is a big part of the appeal.
3. These destinations can handle today’s mega-ships
This may be one of the biggest reasons of all.
Think about a ship carrying several thousand passengers.
Now imagine trying to tender that many people onto a small island.
It can become a logistical nightmare.
A cruise-exclusive destination can be designed specifically around the volume of passengers arriving from today’s largest cruise ships.
Docks, transportation, security, food service, bathrooms, pools, beaches and entertainment can all be designed around thousands of people arriving at roughly the same time.
That is a very different proposition from a traditional port of call.
Perfect Day at CocoCay Changed the Game
Private islands aren’t new.
Disney has been doing this for decades with Castaway Cay.
But I think Perfect Day at CocoCay helped change the way the cruise industry thinks about private destinations.
Instead of simply creating a beautiful beach where passengers could spend the day, Royal Caribbean turned CocoCay into an attraction.
There are complimentary beaches, Oasis Lagoon, Splashaway Bay and included food.
But there are also premium experiences such as the waterpark, Hideaway Beach, Coco Beach Club, cabanas, zip lines and the helium balloon.
The private island became more than a place to stop.
It became a destination in its own right.
And now that model is spreading.
Royal Caribbean Is Taking the Idea Even Further
Royal Caribbean now has several versions of the private-destination concept.
There’s:
- Perfect Day at CocoCay
- Royal Beach Club Paradise Island
- Royal Beach Club Santorini
- Additional private destinations and beach clubs in development
And during my conversation with a Royal Caribbean representative, I asked why the company is investing so heavily in these experiences.
The answer was interesting.
One reason is that some repeat visitors simply don’t want to get off the ship in places like Nassau anymore.
They’ve been there.
They’ve done that.
So the cruise line wants to give them a new reason to go ashore.
And I think that explains a lot about where this industry is heading.
Private Island, Cruise-Exclusive Destination or Beach Club?
These terms are sometimes used interchangeably, but they’re not necessarily the same thing.
There are private islands.
There are cruise-exclusive destinations.
And there are private beach clubs.
MSC’s upcoming Catalina Sugar Beach, for example, is an interesting example.
Catalina Island isn’t an island owned by MSC. MSC is operating the destination in partnership with CTL Maritime and Casa de Campo Resort & Villas. It’s better described as a cruise-exclusive destination experience.
The planned experience includes a beach pavilion, food, bars, water sports, daybeds, cabanas, upgraded facilities, nature trails and excursions.
In other words:
The destination itself is becoming part of the cruise product.
How the Major Cruise Lines Are Approaching Private Destinations
Royal Caribbean
Royal Caribbean’s model ranges from the attraction-heavy Perfect Day at CocoCay to private beach clubs such as Royal Beach Club Paradise Island and Royal Beach Club Santorini.
The company is essentially creating different versions of the same idea:
Give passengers a controlled, convenient destination that feels like an extension of the cruise line.
Disney Cruise Line
Disney has been doing this for a long time with Castaway Cay.
Its newer Lookout Cay at Lighthouse Point also incorporates Bahamian culture and traditions into the experience.
Disney’s approach is very much about extending the Disney brand onto the destination.
Carnival Cruise Line
Carnival has gone big with Celebration Key.
The destination includes multiple areas, lagoons, beaches, restaurants, bars, activities and the Pearl Cove Beach Club for adults.
But there’s an important lesson here:
Included doesn’t necessarily mean everything is included.
Some experiences and premium areas cost extra.
Norwegian Cruise Line
Norwegian has Great Stirrup Cay in the Bahamas and Harvest Caye in Belize.
Great Stirrup Cay is also evolving from a traditional private island into more of an attraction, with the Great Tides Water Park scheduled to open in September 2026.
And once again, cruisers need to pay attention to the details of what’s included with their particular cruise package.
MSC Cruises
MSC has Ocean Cay Marine Reserve in the Bahamas.
But MSC’s approach is interesting because Ocean Cay isn’t simply a beach resort. The destination incorporates beaches, food, entertainment, excursions, a lighthouse and a marine reserve/conservation component.
Now MSC is adding Catalina Sugar Beach in the Dominican Republic.
Virgin Voyages
Virgin doesn’t need to own an entire island.
The Beach Club at Bimini is operated through a partnership with Resorts World Bimini.
When Virgin ships are there, the beach club becomes a Virgin-branded experience for its sailors, with food, entertainment, music and the Virgin atmosphere.
That’s another model we may see more of:
One destination. Multiple cruise lines. Multiple versions of the experience.
Here’s the Part Cruisers Need to Watch: What’s Actually Included?
This may be one of the most important takeaways from this entire discussion.
When a cruise line says a private destination is included in your cruise fare, that doesn’t necessarily mean everything at the destination is included.
You need to ask:
What’s actually included when I get there?
Is the food included?
Are drinks included?
Are the pools included?
Is the beach club included?
Are water activities included?
Are there premium beaches?
Are cabanas extra?
Are waterparks extra?
Are there additional excursions?
The basic destination may be included while premium experiences generate additional revenue for the cruise line.
And that’s not necessarily a bad thing.
But you should know what you’re paying for.
The Business Model Is Pretty Smart
Let’s be honest.
Cruise lines are businesses.
A private destination gives them the opportunity to provide passengers with a destination they don’t necessarily have to pay extra to enjoy—while also offering plenty of opportunities to spend more.
Cabanas.
Waterparks.
Premium beach clubs.
Drinks.
Premium dining.
Excursions.
Special experiences.
It’s a pretty smart business model.
The question isn’t whether cruise lines are trying to make money.
Of course they are.
The question is:
How much of the good experience remains included?
What Do Cruisers Actually Think?
This is where I think the discussion gets really interesting.
I asked members of my Celebrity Facebook group what they thought about private destinations.
And there wasn’t exactly a unanimous opinion.
One cruiser told me:
“I prefer to explore a traditional port. I believe cruise lines are definitely trying to keep our money in their pockets with private islands.”
That’s a fair criticism.
Cruise lines are creating beautiful destinations where they control much of the experience—and where there are plenty of opportunities to spend additional money.
Another cruiser brought up an issue I hadn’t really considered:
What happens when you pay extra for a private beach experience and bad weather prevents you from using it?
That’s an important question.
There’s a big difference between getting off the ship at an included private destination and paying several hundred dollars for a premium beach experience.
If you’re paying extra, make sure you understand the cancellation and weather policies before purchasing.
Another member, Lori, said she prefers traditional ports and doesn’t usually visit beach clubs.
But she has visited CocoCay and MSC destinations, and she believes private islands are currently improving Caribbean cruising.
Her concern is where the trend goes next.
Will cruise lines keep adding premium charges until there’s very little left for the passenger who simply wants to enjoy a beautiful beach day without paying extra?
That’s the question I have, too.
So… Are Private Destinations Good or Bad for Cruising?
Personally, I don’t think private destinations are bad for cruising.
I actually think they’re a great addition.
But I don’t want every port to become one.
If I’m on a seven-night cruise and one of my stops is CocoCay?
Give me the beach day.
I’m happy.
If I’m in Santorini and I can explore Oia and Fira and then finish the day at a beautiful beach club?
I’m interested.
But if I book a cruise because I want to visit several different countries and every port becomes essentially the same cruise-line-created experience?
I think we’ve lost something.
Part of why I cruise is to experience places I’ve never been.
I want to walk around.
I want to see how people live.
I want to eat local food.
I want to discover something that wasn’t designed by my cruise line.
So for me, the perfect cruise probably has a little bit of both.
Give me the convenience of a private destination.
Give me the beautiful beach.
Give me the included food.
Give me the option to splurge if I want to.
But also give me the opportunity to experience the real destination.
What Do You Think?
Now I want to hear from you.
Would you rather have:
Three traditional ports?
Three private destinations?
Or a combination of the two?
And here’s the question I really want you to answer:
How much extra are you willing to spend at a private destination before you say, “You know what? I’ll just stay on the ship”?
Leave your answer in the comments.
I read them—and your comments could become part of a future Wake Report discussion.
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Final Thought
The cruise industry is changing.
Ships are getting bigger.
Ports are expanding.
And cruise lines are increasingly creating destinations of their own.
I don’t think that automatically means traditional ports are going away.
But I do think cruisers should pay attention to how much of our vacation is being designed, controlled and monetized by the cruise line.
Because a private destination can be an incredible addition to a cruise.
I just don’t want it to become the only kind of destination we get.
What do you think?
Happy Cruising!