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

Royal Caribbean Group (RCG) has announced a new loyalty program named Points Choice, which allows guests to earn points across all three of its cruise brands—Royal Caribbean International, Celebrity Cruises, and Silversea. This initiative aims to offer more flexibility and continuity for returning guests, enabling them to direct points to the brand they prefer or to the brand they want to explore next.

In a landscape where many loyalty programs are tightening their benefits, RCG is expanding its offerings. With Points Choice, points earned on one of the cruise lines can be applied within the other brands, improving the value of rewards based on individual travel preferences. This means that each cruise contributes to a guest’s overall loyalty status, with the option to maintain or advance loyalty status across the brands.

The chairman and CEO of Royal Caribbean noted that the program was designed to adapt to changing traveler behaviors, as it has become common for guests to sail with multiple brands in the RCG portfolio. The goal is to ensure that loyalty benefits evolve alongside guest preferences, allowing travelers greater control over how they use their points.

Slated to launch in January 2026, the Points Choice program will connect RCI’s Crown & Anchor Society, Celebrity’s Captain’s Club, and Silversea’s Venetian Society under a unified structure. Guests will continue to earn points according to the current rules of the brand they are with but will have a 14-day window after their cruise to allocate those points to any of the three loyalty programs. This allows for progression either within their preferred program or the opportunity to gain status in a different one.

This new loyalty initiative builds on the Status Match program introduced in May 2024, which already allows guests to hold equivalent tier status across all three brands. Together, these initiatives work to create a more integrated loyalty system where advantages earned with one brand are recognized across the entire RCG portfolio.

Points Choice will apply to sailings departing from January 30, 2026, with decisions on point allocation being made through the company’s online platforms, giving guests the flexibility to manage their rewards.

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