What's Happening?
Royal Caribbean Group has introduced a new loyalty program called 'Points Choice', designed to allow guests to earn and apply points across its three brands: Royal Caribbean, Celebrity Cruises, and Silversea. This program, launching in January 2026, aims to provide guests with more flexibility and choice in how they use their loyalty points. It builds on the success of the company's Status Match program, which was introduced in May 2024, allowing loyalty members to enjoy equivalent tier status across all three brands. The initiative is part of Royal Caribbean Group's strategy to enhance the loyalty experience for its guests, making every trip more rewarding.
Why It's Important?
The introduction of the 'Points Choice' program is significant as it reflects a shift
in how loyalty programs are structured in the travel industry. By allowing guests to earn and apply points across multiple brands, Royal Caribbean Group is enhancing customer loyalty and potentially increasing customer retention. This move could set a new standard for loyalty programs in the travel sector, encouraging other companies to adopt similar strategies. The program's flexibility is likely to attract more customers to Royal Caribbean's brands, potentially boosting sales and market share in a competitive industry.
