Step aside, Florida: Royal Caribbean is betting big on expansion in this cruise region
Florida might soon have a rival when it comes to cruise getaways. Although the Sunshine State is home to the largest cruise market in the world, Royal Caribbean claims the Texas market has the potential to be even bigger — a concept that has prompted the line to invest heavily in the Gulf Coast region.
During Royal Caribbean Group's third-quarter earnings call on Oct. 29, brand executives shared that because Texas’ cruise penetration is currently only half of Florida’s, there’s a lot of room to draw both new cruisers and those who are bored with Galveston's currently limited itinerary options.
“Texas is a similar-sized marketplace that has half the penetration [of Florida] with a very similar propensity to cruise,” said Jason Liberty, president and CEO of Royal Caribbean Group.
Royal Caribbean International, one of three major cruise lines operated by Royal Caribbean Group, began positioning some of its largest ships out of Galveston, Texas, for the first time in 2022 with Allure of the Seas and, more recently, Harmony of the Seas. Several other lines — including Carnival Cruise Line, Princess Cruises, Norwegian Cruise Line and MSC Cruises — have also based newer, larger ships in Galveston, following Royal Caribbean's lead.
But what sets Royal Caribbean apart is that it has also invested significant resources into developing the region instead of just homeporting vessels there.
It has done this by building a brand-new cruise terminal, which can accommodate the line’s Oasis and Icon Class vessels — the largest cruise ships in the world. But, more importantly, it’s working to create additional places for its ships to visit, which will offer more port variety to potential cruisers.
As TPG previously reported, Royal Caribbean is constructing two new private destinations in Mexico — the Royal Beach Club Cozumel, set to open in 2026, and Perfect Day Mexico, slated for 2027. These will add two new choices to the line’s Caribbean voyages out of Galveston. (Royal Caribbean is scheduled to have four ships — Harmony of the Seas, Jewel of the Seas, Mariner of the Seas and Allure of the Seas — sailing four to 11-night cruises from Galveston at various times throughout the next two years.)
“Having assets like the Royal Beach Club at Cozumel ... will allow us to drive more and more — not only to that market but also more of the Gulf Coast and other markets that can have an easier fly-cruise experience and have a lower-cost fly-cruise experience,” Liberty said.
Michael Bayley, president and CEO of Royal Caribbean International, echoed that sentiment, saying Royal Caribbean hopes to draw potential passengers from nearby Louisiana, as well as the robust and, at times, oversaturated Florida market.
What's the line’s more specific target? Young families who hail from those areas and who are seeking short sailings. Royal Caribbean recently saw success in placing newer, larger hardware on short-itinerary duty. It has dedicated its newest Oasis Class vessel, Utopia of the Seas, to three and four-night voyages from Port Canaveral near Orlando.
“There’s quite a few really positive things that come with Perfect Day Mexico and the Royal Beach Club Cozumel,” Bayley said during the call. “One is that we can really introduce a much larger volume of short product market out of Texas, Louisiana, North Florida ... It really is a great opportunity for us, and we know that that short product really catches with younger families. We’ll be able to offer really an extraordinary short break from these ports ... so we think that’s really a huge competitive advantage.”
The Royal Beach Club Cozumel and Perfect Day Mexico will join the line’s already successful private destinations: Labadee in Haiti and private island Perfect Day at CocoCay in the Bahamas. Cruisers consistently rate the latter as the line’s top destination. Royal Caribbean will also add another new beach area — the Royal Beach Club Paradise Island — in the Bahamas in 2025.
Although passengers can enjoy the line’s Perfect Day and Labadee locations for free, both beach clubs will require an entry fee for access.
Find out more about Royal Caribbean:
- The ultimate guide to Royal Caribbean cruise ships and itineraries
- The 7 classes of Royal Caribbean cruise ships, explained
- Royal Caribbean cruise ships ranked by size from biggest to smallest — the complete list
- Royal Caribbean cruise ships from newest to oldest — a complete list
- Royal Caribbean cruise ship cabin and suite guide: Everything you want to know
- Royal Caribbean food: The ultimate cruise guide to restaurants and dining on board
- Royal Caribbean drink packages: Prices, inclusions and what to know before you buy
- The 5 best destinations you can visit on a Royal Caribbean cruise
- The best Royal Caribbean cruise ship for every type of traveler
- Royal Caribbean Crown & Anchor Society cruise loyalty program: The ultimate guide
- Royal Caribbean packing list: What to pack for a cruise, Royal Caribbean style
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There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
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- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
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| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
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You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
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Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.