Holland America Line will start selling day passes to a new paid Beach Club at its private Bahamian island, RelaxAway, Half Moon Cay, in early October — converting a previously complimentary beach day into a tiered shore product ahead of the destination's 30th anniversary in 2027.

The Beach Club is the largest single addition in a broader refresh of the island, which Holland America uses as an exclusive call on its Caribbean itineraries. For sellers of travel, it creates a new pre-bookable, commissionable shorex-style item on top of the cruise fare, following the pattern cruise lines have used at upgraded private destinations across the Caribbean.

What does the Beach Club include?

The product stacks premium amenities into one pass:

• priority tendering from the ship;
• dedicated waiter service;
• all-inclusive alcoholic and non-alcoholic beverages;
• beach accessories;
• specialty food and beverage offerings.

Holland America describes the design as open-air Caribbean architecture with dedicated service — positioning it against competing private-island upgrades from rival lines that have moved guests from free beach access toward paid, all-inclusive zones.

What changes for guests who don't buy in?

The line says non-purchasers will still get new inventory on the island. A new food pavilion will serve a complimentary island-inspired barbecue menu, while existing bars and eateries undergo renovation. The line is also upgrading cabanas, clamshells and daybeds, and adding more beach chairs and double canopy loungers.

Four pickleball courts, introduced last season, give agents a non-beach talking point for clients who want activities ashore.

How does this fit the 2026-27 Caribbean push?

The island refresh lands as Holland America promotes its 2026-27 Caribbean season, including holiday sailings. The line's current Save on Sunshine promotion offers up to 50 percent off cruise fares plus free kids' fares on select cruises — a discounting lever agents can pair with the new paid island products when packaging.

Holiday itineraries span 7-day Caribbean escapes to longer voyages that combine classic ports with less-traveled islands, historic destinations and Panama Canal transits.

The moves signal that Holland America intends to keep extracting more per-guest revenue from its private-destination asset through 2027, with the Beach Club pass the clearest new attach point for bookings when sales open in early October.