More vacationers are leaving rival cruise lines to sail with Royal Caribbean, according to the company’s CEO.
Speaking during an earnings call with investors this week, Jason Liberty, CEO of Royal Caribbean Group, mentioned they're seeing an uptick in customers to their brand, but not cruising.
They're attracting a growing number of new-to-brand cruisers thanks to its differentiated destinations, strong loyalty programs, and innovative ships.
Icon of the Seas, for example, is unlike any other ship at sea. And although other cruise lines have begun investing more in their private destinations, none come close to the plans that Royal Caribbean has in place — from the upcoming Royal Beach Club Paradise Island to Perfect Day Mexico and beyond.
Consequently, Mr. Liberty said the company has noticed a clear shift of guests from other cruise lines to its brands.
"We've seen an elevated amount of that," he shared during the company's third-quarter earnings call on Tuesday, October 28.
Continuing, Liberty emphasized that Royal Caribbean’s strategy of investing in high-return projects is paying off by attracting both new travelers and strengthening guest loyalty.
He added that demand remains strong across nearly all key markets, including the Caribbean and Europe. Moreover, bookings are up on new and like-for-like hardware.
"We continue to see strong momentum across our business, powered by accelerated demand, growing loyalty, and an all-time high guest satisfaction, he said.
Exclusive destinations and innovative ships attract new cruisers
Royal Caribbean has been ahead of the game for decades. They launched the first cruise ships with ice skating rinks, surfing simulators, zip lines, high-diving water shows, and more.
"Our technology, our AI tools are getting smarter and smarter so that we are able to curate what is relevant to that consumer," Mr Liberty explained.
"Really seeing an elevated amount of increase first to brand. So seeing people shift from other cruise lines to our brands, we've seen an elevated amount of that."
Today, the cruise line continues to push the boundaries with ships like Icon of the Seas and Star of the Seas, offering unprecedented experiences at sea.
Not only that, but their private destinations, such as Perfect Day at CocoCay and the upcoming Royal Beach Club Paradise Island, give guests a way to enjoy the onboard experience while ashore.
"[We have a] vision to redefine how the world vacations," Liberty said, "[W]ith the Royal Beach Club Paradise Island, Perfect Day Mexico, and others, we expect to increase our exclusive [land-based] destination portfolio from 2 to 8 by 2028."
These include Perfect Day at CocoCay, Royal Beach Club Paradise Island, Royal Beach Club Cozumel, Perfect Day Mexico, Royal Beach Club Santorini, and Royal Beach Club Lelepa.
Combined, Royal Caribbean's innovative ships and exclusive destinations create a vacation experience that cannot be replicated, whether you're sailing on a party cruise to The Bahamas or exploring the Greek Isles.
Better loyalty benefits
Compared to other cruise lines, Royal Caribbean Group's loyalty programs are among the best in the industry — and they don't want to change that.
For example, once cruisers earn 80 cruise points with Royal Caribbean, they will receive 4 complimentary drinks per day, one free day of Wi-Fi, one complimentary photograph every sailing, access to the Crown Lounge, and more.
Beyond cruise line-specific perks, Royal Caribbean Group launched an industry-first status match program in 2024. Now, Royal Caribbean, Celebrity, and Silversea cruisers can enjoy the same recognition across all three brands.
Most recently, they announced the company's brand-new Points Choice initiative, which will allow cruisers to choose which program they want to apply the loyalty points to, regardless of who they sail with.
This means that, effective sometime in 2026, those who sail with Celebrity Cruises can turn the cruise points into Crown & Anchor Society points to boost them closer to the next tier in Royal Caribbean's loyalty program.
"This initiative further strengthens the overall value of our loyalty proposition, deepening engagement across our portfolio, and reinforcing our commitment to putting the guests at the center of our orbit as our ecosystem expands," Liberty said about the Points Choice program.
In Royal Caribbean's eyes, loyalty is a "two-way street." The company wants cruisers to feel loyal to them, and passengers want to feel rewarded for their loyalty to the cruise line.
Read more: Royal Caribbean is "trying to avoid" loyalty changes Carnival has made, CEO says
