Loyalty status can become addictive. It's nice to be recognized as a valued customer and receive the perks and benefits associated with that status.
In many cases, loyalty programs work as intended and prevent people from switching brands. If, for example, you have status on an airline that gives you access to a lounge and seat upgrades, you're much more likely to fly with that company.
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Cruise line loyalty works a little differently than other loyalty programs. Status is not earned and then held for the rest of the year and then the next year accumulated over a lifetime.
Some people spend years, even decades, earning status on their favorite cruise line. In the case of Royal Caribbean, the big benefits begin when a passenger arrives at Diamond on their Crown & Anchor Society. That requires 80 points and passengers earn one point per night in a regular cabin, two in a suite or if sailing alone, and three if sailing alone in a suite.
If you are someone who cruises 7 nights a year in an inside, ocean view or balcony cabin and you travel with one other person, it would take you 12 years to earn Diamond status. Some, of course, travel more frequently, or travel in suites or alone, but no matter how you earn them, 80 points shows dedication and loyalty.
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Once you reach that state, it serves as an anchor that chains you to Royal Caribbean. That's something the company has taken steps to correct across all of its brands.
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Royal Caribbean made a company-wide change
Royal Caribbean Group operates three cruise lines. Its namesake brand, Royal Caribbean, caters to families, while Celebrity Cruises welcomes families, but its primary audience is adults. Silversea is an exclusive brand that offers more exotic destinations on smaller, more intimate ships with top-notch service.
Previously, Royal Caribbean and Celebrity had a form of loyalty program status, which maxed out at Diamond and Elite respectively. That means that higher-level members of the Crown & Anchor Society and Captain's Club did not receive a full match of their status.
That's something the company recently changed.
“The Loyalty Status Match program gives you the best benefits at sea. Members can now receive one-for-one level matching across all three Royal Caribbean Group brands: Royal Caribbean International, Celebrity Cruises and Silversea,” the company shared in its website. .
That gives members extra incentive to try each line.
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Royal Caribbean CEO explains why allegiance change was made
Royal Caribbean Group CEO Jason Liberty did an interview with Travel weekly about the changes. He noted that about 25-30% of the company's passengers sail with its brands and explained why.
“Whether they're going from Silversea to Royal to be multi-generational or from Royal to Celebrity, etc. Sometimes it's also about the destination or experience they're looking for,” he shared.
The change in the loyalty program does not mean that members will get the same benefits on each cruise line. Instead, they get the comparable level on each cruise line, and they all offer different benefits.
Liberty believes the change will have an impact.
“For our guests, what really matters to them is being recognized and having the extra amenities that come with those status changes in our loyalty levels. We have a lot of loyal customers who really want to be recognized. They want to have events and activities that applaud them for their loyalty,” he added.
Offering these benefits on all three of the company's brands could prevent passengers from sailing to other cruise lines. MSC Cruises, however, offers a status match program, but its loyalty benefits are generally less generous than those offered by Royal Caribbean brands.
Royal Caribbean's main rivals, Carnival and Norwegian, do not offer any loyalty status matching.
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