Royal Caribbean Group Launches Innovative Cross-Brand Points Choice Loyalty Program
Royal Caribbean Group (RCG) has introduced an innovative loyalty program named Points Choice, enabling guests to earn and use points across its three cruise brands—Royal Caribbean International (RCI), Celebrity Cruises, and Silversea—according to their preferences. This new initiative aims to enhance loyalty by allowing guests more flexibility and continuity, addressing the behavior of passengers who frequently sail across different brands within the group.
Under Points Choice, points earned on one brand can be transferred to another, allowing guests to navigate their loyalty strategies more effectively. They can choose to earn points in their current program or focus on advancing within another program, thus tailoring their experience according to their travel habits.
Set to launch in January 2026, the program will seamlessly integrate RCI’s Crown & Anchor Society, Celebrity’s Captain’s Club, and Silversea’s Venetian Society into a cohesive system. After completing a cruise, guests will have a 14-day window to allocate points earned on their voyage to any of the three loyalty programs.
Furthermore, the Points Choice initiative builds upon the existing Status Match program, which was introduced in May 2024, enabling guests to maintain equivalent tier status across all three brands. This alignment is part of RCG’s ambition to create a more unified loyalty experience, where loyalty benefits earned with one brand are recognized across the entire group.
The new program will apply to sailings that commence on or after January 30, 2026, with all point management handled through the company’s online platforms, giving guests direct control over their loyalty points.
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At CruiseShip.net, our editorial team is made up of passionate travelers, seasoned cruisers, and maritime industry enthusiasts who live and breathe life at sea. From the latest ship launches and destination spotlights to detailed reviews and onboard tips, we are dedicated to helping readers discover the joy of cruising. Our mission is to make every article both inspiring and useful, whether you are planning your first voyage or your fiftieth. We research, fact-check, and collaborate with cruise insiders around the world to bring you accurate, up-to-date, and exciting coverage of the global cruise industry. Join us as we chart new horizons, exploring one port, one ship, and one unforgettable experience at a time.
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