Loyalty Points Revolution for UK Cruise Enthusiasts
Royal Caribbean Group is set to transform the cruise experience for UK holidaymakers. A new loyalty programme, Points Choice, will soon allow passengers to earn and use points across its three cruise lines: Royal Caribbean International, Celebrity Cruises, and Silversea. This exciting update, announced by CEO Jason Liberty, is scheduled to launch in early 2026.
Flexible Loyalty Points Across Cruise Brands
For the first time, guests can decide where to allocate their loyalty points, regardless of the cruise line they choose. Previously, points earned with Royal Caribbean’s Crown & Anchor Society, Celebrity’s Captain’s Club, and Silversea’s Venetian Society were kept separate. Now, passengers can choose which programme their points contribute to, enhancing their cruise experience.
Imagine sailing with Royal Caribbean and then taking a trip with Celebrity Cruises. You can now apply your points to either the Crown & Anchor Society or Captain’s Club. However, note that points earned before 2026 will not be transferable between brands. Points Choice will only apply to cruises departing after the official launch.
Strengthening Customer Loyalty
This initiative is part of Royal Caribbean Group’s strategy to deepen customer loyalty. By allowing more flexibility, the company aims to encourage repeat business across its brands. Liberty emphasised that this change enhances the value of their loyalty proposition, putting guests at the heart of their expanding ecosystem.
The existing Status Match programme will remain unchanged. Members will continue to enjoy tier-matching across all three cruise lines, ensuring a seamless experience for loyal customers.
A Unified Loyalty Platform for the Future
Royal Caribbean International president and CEO Michael Bayley hinted at these improvements earlier. He mentioned that the company is focused on making cross-brand loyalty benefits more accessible and straightforward. The long-term goal is to create a unified loyalty platform, making it easier for guests to sail between brands and access exclusive offers.
This initiative promises a brighter future for UK cruise enthusiasts. With Points Choice, your loyalty points will work harder for you, offering more flexibility and value. As the launch date approaches, cruise lovers can look forward to a more rewarding experience on the high seas.
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