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The state of loyalty can become addictive. It is nice to be recognized as a valuable client and receive the perks and benefits associated with this status.
In many cases, loyalty programs work as intended and prevent people from switching brands. For example, if you have status on an airline that gives you lounge access and a seat upgrade, you’re 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 acquired and then maintained for the rest of the year, and then the following year, accumulated over a lifetime.
Some people invest years, or even decades, into earning status with their favorite cruise line. In Royal Caribbean’s case, the big benefits start when a passenger reaches Diamond in Crown & Anchor Society. This requires 80 points with passengers earning one point per night in a regular cabin, two points in a suite, or if sailing solo, and three points if sailing solo in a suite.
If you are someone who cruises 7 nights a year in an interior, ocean view or balcony cabin traveling with someone else, it will take 12 years to achieve Diamond status. Some, of course, fly often, fly in suites or solo, but no matter how they earn, 80 points shows dedication and loyalty.
Once you reach this status, it is an anchor that connects you to Royal Caribbean. This is something the company has taken steps to correct across its brands.
Image source&col; Daniel Klein/Come Cruise With Me
Royal Caribbean has 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 upscale brand offering more exotic destinations on small, intimate ships with first-class service.
Previously, Royal Caribbean and Celebrity had some form of loyalty program status, which was maxed out at Diamond and Elite respectively. This means that higher-level members of the Crown & Anchor Society and Captain’s Club do not receive a full match for their status.
This is something the company changed recently.
“Our loyalty status matching program gives you the best benefits at sea. Members can now get one-to-one matching across all three Royal Caribbean Group brands: Royal Caribbean International, Celebrity Cruises and Silversea,” the company shared on its website. .
This gives members an extra incentive to try each line.
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Royal Caribbean’s CEO explains why the loyalty change was made
Jason Liberty, CEO of Royal Caribbean Group, conducted an interview with Travel weekly About the changes. He pointed out that about 25-30% of the company’s passengers sail through its brands and explained why.
“Whether they’re going from Silversea to Royal for multi-generational or from Royal to Celebrity, etc. Sometimes it’s also about the destination or experience they’re looking to achieve,” he shared.
Changing the loyalty program does not mean that members get the same benefits at every cruise line. Instead, they get the comparative level on each cruise line which 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 categories. We have a lot of loyal customers who really want to be recognized. They want to hold events and activities,” he added. Which praises their loyalty.
Offering these benefits across the company’s three brands could prevent passengers from sailing on other cruise lines. However, MSC Cruises does offer a status matching program, but its loyalty benefits are generally less generous than those offered by the Royal Caribbean brands.
Royal Caribbean’s two main competitors, Carnival and Norway, do not offer any type of loyalty status match.
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