Royal Caribbean to Launch Points Choice for Cross-Brand Loyalty
With cruise loyalty programs under pressure, Royal Caribbean is pushing an ecosystem approach that lets guests switch brands without losing momentum, a subtle bid to fend off rivals.
Royal Caribbean Group is preparing to roll out a new loyalty feature called Points Choice in early 2026, aiming to let cruisers apply points earned on one of its brands toward rewards in another across Royal Caribbean International, Celebrity Cruises, and Silversea.
The company says the initiative is designed to make its three loyalty ecosystems work more seamlessly together for travelers who move between brands, while keeping each program intact.
What Royal Caribbean Group has announced about Points Choice
Points Choice is intended to give members more flexibility in where loyalty credit is applied across Royal Caribbean Group’s portfolio. The company operates three separate loyalty programs: Crown & Anchor Society (Royal Caribbean International), Captain’s Club (Celebrity Cruises), and Venetian Society (Silversea).
Under the Points Choice concept described so far, points earned from sailing with one sister brand can be directed to the loyalty program of another brand, rather than being tied only to the line a guest sailed most recently. In practice, a guest who primarily sails Royal Caribbean could take a Celebrity or Silversea trip and choose where the earned points are applied based on future travel plans.
Key details, and what remains unclear
- Launch window: Royal Caribbean Group has said Points Choice is scheduled to debut in early 2026, with additional information expected ahead of rollout.
- Cross-brand point use: The company says members will be able to choose which of the group’s loyalty programs receives points earned across the portfolio, improving flexibility for guests trying different brands.
- Program mechanics still to come: Royal Caribbean Group has not yet published full terms, including possible limits, how often members can make or change elections, and how the feature will appear in each brand’s account system.
Royal Caribbean Group has also said voyages taken on sister brands will still count toward a guest’s existing loyalty status progression, even as Points Choice introduces more choice over where earned credit is applied.
How Points Choice follows the 2024 Status Match initiative
The new feature builds on Royal Caribbean Group’s Status Match initiative introduced in 2024, which aligned recognition across the three brands so guests could receive comparable status treatment when sailing outside their “home” line.
Points Choice goes further by focusing on how loyalty points accrue and where they can be applied. The shift is meant to reduce the tradeoff frequent cruisers often face between trying another brand in the portfolio and maintaining momentum toward benefits in a preferred program.
CEO Jason Liberty ties loyalty to brand switching
Royal Caribbean Group CEO Jason Liberty has linked the company’s loyalty proposition to an increase in guests moving over from other cruise lines. “We’ve seen an elevated amount of that,” Liberty said during an earnings call with investors.
Liberty has also framed Points Choice as part of a broader effort to deepen engagement. “This initiative further strengthens the overall value of our loyalty proposition, putting guests at the center of our orbit as our ecosystem expands,” he said.
Competitive context as Carnival overhauls its loyalty program for 2026
Royal Caribbean Group’s announcement comes as cruise loyalty programs are drawing heightened scrutiny from frequent travelers, particularly around changes planned for 2026.
Carnival Cruise Line is planning to replace its existing VIFP (Very Important Fun Person) program with a new structure called Carnival Rewards. Carnival’s announced changes have prompted strong reactions from some guests, especially because the new approach introduces a two-year expiration window for loyalty status and shifts points earning away from days sailed toward onboard spending.
Other changes tied to Carnival’s transition include eliminating VIFP Club Parties and discontinuing certain recognition items previously associated with the program, including logo-branded gifts and VIFP pins for Gold-tier members. Carnival has made adjustments to its plan after feedback, but the original announcement still generated significant criticism among frequent cruisers.
How loyalty fits into the group’s wider strategy
In discussing consumer behavior, Liberty has pointed not only to loyalty, but also to destination strategy and newer ships. Royal Caribbean Group has highlighted investments in ships such as Icon of the Seas, as well as private-destination development including Perfect Day at CocoCay and the forthcoming Royal Beach Club Paradise Island, which is set to open in 2025.
The company has also said its private-destination portfolio is expected to expand from two to eight by 2028, with projects that include Royal Beach Club Santorini and Perfect Day Mexico.
Frequently Asked Questions (FAQs)
What is Points Choice?
Points Choice is a planned Royal Caribbean Group loyalty feature that will let members apply points earned across Royal Caribbean International, Celebrity Cruises, and Silversea toward a chosen loyalty program within the group.
When will Points Choice launch?
Royal Caribbean Group has said Points Choice is expected to debut in early 2026, with additional details to be released closer to the rollout.
Which loyalty programs are connected through Points Choice?
The feature links Crown & Anchor Society (Royal Caribbean International), Captain’s Club (Celebrity Cruises), and Venetian Society (Silversea).
How is Points Choice different from the 2024 Status Match initiative?
Status Match aligned recognition across Royal Caribbean Group’s three brands so guests could receive comparable status treatment when sailing outside their primary brand. Points Choice is intended to add flexibility in how points are applied across the portfolio, allowing members to choose which loyalty program receives credit.
What program details has Royal Caribbean Group not announced yet?
The company has not yet released full rules on mechanics such as whether there will be limits on how points are applied, how frequently members can make or change their selections, and how the feature will be displayed across each brand’s account system.
With Points Choice targeted for early 2026, the next major milestone will be Royal Caribbean Group’s release of program terms and operational details that clarify how elections and cross-brand crediting will work in practice.
