A New Era of
Guest-Centric Loyalty
Loyalty programs in the cruise industry have
historically been brand-specific, requiring frequent cruisers to juggle
separate point balances and tier statuses. Points Choice transforms this model
by enabling guests to consolidate points from multiple brands into a single,
personalized loyalty strategy. This means that points earned on a Silversea
voyage can now enhance status in Celebrity Cruises’ Captain’s Club, or a
Royal Caribbean sailing can contribute to Silversea’s Venetian Society, giving
guests full control over how and where their loyalty benefits accumulate.
The innovation is designed to put the guest in the driver’s seat, ensuring that rewards reflect individual priorities, whether that is luxury amenities, exclusive onboard experiences, or enhanced discounts. Every cruise becomes an opportunity to strategically advance within the loyalty ecosystem.
How Points Choice
Operates
The Points Choice system is simple, intuitive, and digital-first. Guests earn points as usual according to the rules of the brand they sail with. After a voyage, members have a 14-day period to decide whether to keep their points with the original brand or transfer them to another program within the Royal Caribbean Group family.
Transfers are managed entirely online or through the mobile app, allowing
guests to oversee their loyalty effortlessly. Notably, Points Choice is
applicable only to sailings departing on or after
30 January 2026, preserving past points and ensuring a seamless transition
for future voyages.
Integration with Status Match Enhances Benefits
Points Choice
complements the Royal Caribbean Group’s Loyalty Status Match program,
which was introduced in 2024. Status Match ensures that members retain
equivalent tier benefits when moving between Royal Caribbean, Celebrity
Cruises, and Silversea, maintaining access to perks such as priority check-in,
onboard discounts, and exclusive services.
By combining
Points Choice with Status Match, the group has created a fully integrated and flexible loyalty ecosystem. Guests
can now direct points strategically while continuing to enjoy elite status
benefits, making multi-brand cruising more rewarding and streamlined. For
travelers who mix family-friendly Royal Caribbean voyages with boutique
Celebrity itineraries or ultra-luxury Silversea trips, the system ensures that
loyalty progression is continuous and fully optimized.
Benefits for
Frequent Cruisers
Points Choice delivers a range of advantages,
redefining how guests interact with loyalty programs:
§
Greater
Flexibility: Guests can allocate
points to the program that provides the perks they value most, such as
complimentary services, exclusive experiences, or onboard savings.
§
Incentive to
Explore Brands: Travelers are encouraged
to try different cruise lines within the group without the concern of starting
over in loyalty programs.
§
Unified Loyalty
Across 50+ Ships: With
nearly 1,000 destinations served across the
three brands, Points Choice connects the Royal Caribbean Group’s fleet into a
cohesive ecosystem.
§
Strategic
Planning: Cruises can now be chosen not just for itinerary or ship features but also for how they
impact long-term loyalty goals, making travel decisions more strategic and
rewarding.
Why This Program
Matters in the Industry
At a time when
many loyalty programs are scaling back benefits or making elite tiers harder
to achieve, Points Choice stands out as a guest-focused innovation. Rather than creating
competition between three separate programs, the Royal Caribbean Group has
unified them, allowing guests to build rewards in a way that suits their
individual travel preferences.
This approach
benefits both travelers and the cruise line. Guests gain clarity, control, and tangible value from their loyalty
efforts, while the group encourages exploration of its entire fleet. It fosters
a stronger connection between travelers and the brands, reinforcing loyalty
across multiple cruise experiences.
Opportunities for
Multi-Brand Travelers
For those who sail across multiple Royal Caribbean
Group brands, Points Choice offers a strategic advantage. Guests can
concentrate points in the program that delivers the greatest value to them and
plan itineraries to maximize benefits. Whether prioritizing family-friendly
cruises, curated itineraries, or luxury experiences, Points Choice ensures
rewards are aligned with travel style and personal priorities.
Additionally,
Points Choice transforms each cruise into a calculated step toward
long-term rewards, allowing travelers to manage their points and
status efficiently. It is a system designed not only for convenience but also
for strategic advantage, giving guests more control over their cruising
experience.
Setting a New
Standard in Cruise Loyalty
Points Choice
reflects a broader shift toward personalized, flexible, and
integrated loyalty programs. By merging multiple brands into a
single, guest-centered system, Royal Caribbean Group has established a new benchmark
for cruise rewards. The program demonstrates that loyalty can be both strategic
and user-friendly, encouraging guests to explore and engage with the full
portfolio without losing progress or benefits.
The launch of Points Choice signals a reimagining of
loyalty in the cruise industry, emphasizing guest empowerment, personalization,
and cross-brand flexibility. In a market where loyalty programs are often
restrictive, Royal Caribbean Group has designed a system that maximizes value
for travelers.
Planning Cruises
with Points Choice
For guests booking cruises from late January 2026
onward, Points Choice offers a fresh perspective on travel planning. Each
voyage can now be evaluated not only for destinations, ships, or
experiences but also for how it contributes to long-term loyalty strategy.
Travelers can plan sailings to accumulate points in specific programs,
accelerate tier progression, or unlock the rewards most meaningful to them.
This approach
elevates cruising from a single-trip experience to a long-term loyalty journey, where every vacation
contributes strategically to status, points, and rewards. Guests gain full
transparency and control over how their loyalty develops, turning each cruise
into both a memorable experience and a meaningful investment in future
benefits.
Conclusion: A
Guest-First Loyalty Transformation
With Points Choice, Royal Caribbean Group has
redefined loyalty in the cruise industry. Guests now have the flexibility to
direct points where they matter most, preserve tier benefits across brands, and
make each cruise a strategic step toward long-term rewards.
Starting 30
January 2026, travelers can view their cruising not only as a journey to
exciting destinations but also as a way to maximize loyalty
benefits across Royal Caribbean, Celebrity Cruises, and
Silversea. Points Choice transforms loyalty into a tool for strategic planning,
personalization, and long-term value, establishing Royal Caribbean Group as a
leader in innovative, guest-centered rewards programs.
The introduction
of Points Choice marks a new era in cruise loyalty, one where guests control
their points, optimize their status, and create a truly seamless, cross-brand
experience. By putting travelers in charge of their loyalty strategy, Royal
Caribbean Group has set a new standard for flexibility,
value, and guest empowerment in the cruise industry.
Tags: Points Choice, Royal Caribbean Group