Royal Caribbean's Points Choice Loyalty Programme: The Future of Cruise Rewards

Setting Sail with Flexibility: Royal Caribbean's Points Choice Loyalty Programme

In a move set to redefine loyalty in the cruise industry, Royal Caribbean Group has announced its groundbreaking Points Choice loyalty programme, launching on January 30, 2026. This new initiative promises to enhance the cruising experience by enabling guests to earn and apply loyalty points across the cruise lines within the Royal Caribbean Group family, which includes Royal Caribbean, Celebrity Cruises, and Silversea.

A New Era of Loyalty

The advent of Points Choice reflects a significant shift in the cruise industry's approach to customer loyalty, particularly at a time when many travel loyalty programmes are experiencing cutbacks in benefits. As cruise enthusiasts become increasingly engaged with multiple brands, Points Choice allows them greater flexibility in how they earn and utilize their loyalty points. "Our guests are exploring more of our brands than ever before," stated Jason Liberty, CEO of Royal Caribbean Group. "Points Choice gives every guest the power to direct their loyalty points within our family of brands where they will have the biggest impact for them." This initiative is not just about accumulating points; it's about allowing guests to manage their loyalty journey in a way that best suits their preferences.

How it Works: Points Choice Mechanics

Starting with sailings on or after January 30, 2026, guests will earn points based on the cruise line, duration of the cruise, and stateroom category. For example, if a guest sails on a Celebrity cruise but prefers the benefits of the Crown and Anchor Society, they can choose to apply their earned points from Celebrity to their Royal Caribbean loyalty account upon request. Special attention has been given to solo travelers as well, who stand to gain additional points under this new framework, making cruising even more rewarding for all types of guests.

Benefits that Bridge the Gaps

What sets Points Choice apart is its integrative approach, linking together previously separate loyalty programs. By allowing point transfers between the three brands, Royal Caribbean is building a bridge across its different loyalty tiers, enhancing the cruising experience significantly. For instance, guests can now enjoy their advantages from one brand while still climbing the ranks in another. This flexibility encourages travelers to explore beyond their preferred cruise lines, potentially leading to higher levels of customer retention in a competitive market.

Related Innovations: Status Match Enhancements

This new initiative also builds upon the Status Match programme, introduced in May 2024, which allowed loyalty members to enjoy equivalent tier status across all three brands. This means if you achieve a Diamond status in Crown & Anchor, you'll automatically enjoy Elite status in the Captain's Club and Venetian Society. Such innovations represent a strategic effort by Royal Caribbean Group to continually enhance the loyalty experience, addressing customer feedback and adapting to the evolving preferences of cruisers.

The Competitive Edge: What This Means for Travelers

As more travelers prioritize loyalty points and rewards when choosing their travel options, Royal Caribbean’s Points Choice programme positions them ahead of competitors who have less flexible systems. For affluent travelers who sail regularly across different brands, this loyalty upgrade can prompt significant shifts in their travel planning. Instead of feeling locked into one brand, cruisers can now navigate the options throughout the Royal Caribbean Group seamlessly. This new approach allows frequent travelers to indulge in a variety of luxury cruising experiences without compromising on loyalty benefits, creating an appealing draw for those seeking diverse experiences at sea.

A Call to Adventure

As the Points Choice programme prepares to launch, it invites travelers to consider how these changes could reshape their cruising journey. As life on the ocean becomes more interconnected, guests can feel reassured that their loyalty is not just recognized but also enhanced across the brands they love. For additional insights or to embark on your next travel adventure, contact us today at www.sitinmyseats.com for more information or to book a free travel consultation!