New cruise math: How your points are changing without disrupting your favorite line
In:Cruise loyalty is changing thanks to Royal Caribbean Group's disruption of the traditional loyalty programs.

The Points Choice program was announced last month and it's now operational, meaning you can earn cruise points across different lines within the RCG family of brands.
While it's early in the Points Choice offering, already many cruisers are rethinking which cruises they'll book because suddenly they have more options available to them without compromising their climb to the next loyalty tier.
There's suddenly so many more choices of where and when you can sail because of the Silversea and Celebrity Cruise options. This is especially important to Royal Caribbean fans that have lamented the lack of new itineraries or exotic destinations.
Consumers are pondering which destinations to visit, and it seems like there's already a shift in being more agnostic to the line than ever before.
Deeping guest loyalty

It's not often you see a corporate initiative that benefits both consumer and company equally, but Points Choice seems to have that quality.
The idea is for points that can be strategically used across Royal Caribbean, Celebrity Cruises, and Silversea, which incentives cross-brand travel and greater engagement.
During Royal Caribbean Group's fourth quarter earnings call, executives were adamant about how beneficial Points Choice will be and how they expect it to work well.

"We recently shared the next evolution of our loyalty program with Points Choice, which gives consumers the freedom to earn points on any of our three vacation brands and apply them where they matter most, regardless of the ship they’re sailing.," said Royal Caribbean Group President and CEO Jason Liberty.
"Our loyalty programs are now with that coming with Points Choice, we’re seeing more and more high quality demand from our guests."
Royal Caribbean Group believe Points Choice improves demand quality, not just participation.

Mr. Liberty is fond of one of the catchphrase they are building a "lifetime of vacations" ecosystem, and Points Choice is integral to this.
"Together, these elements reinforce our lifetime of vacation ecosystem, attracting new guests, driving more frequency and long-term loyalty that translates into sustainable growth."
Booming business of loyalty

Cruise line loyalty has changed a lot over the years, but it's clear RCG sees its repeat cruisers as a core part of their business strategy.
During the earnings call, Mr. Liberty acknowledged that the amount of repeat business is rising, "We're seeing an increase in the percentage of our guests that are loyalists."
Points Choice is about giving those repeat customers more options and ways to come back.
By attracting repeat cruisers, the hope is they'll cruise more and spend more. On the earnings call, executives linked the rise in loyalists and the launch of Points Choice to "higher quality demand," suggesting they see loyalty as a driver of stronger, more durable bookings.
"This will definitely make me more likely to try Celebrity"

For anyone that is trying to get to a higher loyalty tier, Points Choice is making that easier.
Royal Caribbean message board user VC22 posted, "This will definitely make me more likely to try Celebrity. I was going to hold back on Celebrity until I hit Diamond Plus (likely in a few years time)."
"I may now consider Celebrity for 2027, especially since they seem to offer more varied itineraries."

This post exemplifies many others sentiments that now they can try a new line, but still get their Crown and Anchor Society points.
- RCIFan1912: "I want to sail Celebrity but wasn't going to till we for to Diamond plus but now the points can just be directed to C&A. That is just awesome!
- JimnKathy: "This will allow Kathy and I to test out Celebrity (and perhaps SilverSea?) and keep adding points while we chase down Diamond Plus status over the next several years or so."
- whitsmom: "This is Good News for me!! We are on a B2B with Celebrity in August 2027."
Prior to Points Choice, a cruiser might think twice about trying another line because they wanted to reach a certain level with Royal Caribbean first, such as Diamond status.
Now, they can have their cake (from the Crown Lounge) and eat it too.











































































