Royal Caribbean Group Launches Exciting Cross-Brand Points Choice Loyalty Program

Royal Caribbean Group (RCG) is set to launch a new loyalty program, Points Choice, which will allow guests to earn and utilize points across its three cruise brands—Royal Caribbean International (RCI), Celebrity Cruises, and Silversea. This initiative aims to enhance guest experiences by offering more flexibility and continuity for repeat travelers.

As loyalty programs tighten their terms across the industry, RCG is expanding its flexibility, enabling guests to apply points earned from one brand to another. This innovative strategy allows each sailing to contribute to a broader loyalty experience, fostering the possibility of maintaining status with a preferred brand or advancing with a different one.

The company’s chairman and CEO mentioned that Points Choice was developed in response to evolving guest behavior, considering that many passengers now sail across multiple brands within RCG. The program is intended to adapt to guests’ preferences, providing them with greater control over how their earned points are allocated among the brands.

Points Choice, scheduled to begin in January 2026, will link existing loyalty programs: RCI’s Crown & Anchor Society, Celebrity’s Captain’s Club, and Silversea’s Venetian Society, into a single, cohesive framework. Guests will continue to earn points based on the rules of the brand they are sailing with, but will have the option to transfer those points into one of the other loyalty programs within 14 days after their cruise. This gives guests the ability to advance within their favored program or focus on building status with another brand.

This new initiative builds on the Status Match program introduced in May 2024, allowing guests to hold equivalent tier status across all three brands. Together, these programs are designed to forge a more integrated loyalty structure, ensuring that rewards earned with one brand are acknowledged throughout the group.

Points Choice will be applicable for sailings departing on or after January 30, 2026, with the point allocation managed through RCG’s online platforms, empowering guests to make their own decisions regarding point distribution.

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