Royal Caribbean to debut multi-brand loyalty programme

Royal Caribbean Group is set to introduce a new portfolio-wide loyalty programme, Points Choice, designed to bring its cruise brands under a single, flexible rewards system. Launching on all sailings from 30 January 2026, the initiative enables guests to earn and redeem points across Royal Caribbean, Celebrity and Silversea Cruises.

 

Replacing the brands’ individual loyalty schemes – Crown & Anchor Society, Captain’s Club and Venetian Society – Points Choice lets guests consolidate their status with their preferred brand or enjoy tier benefits across sister cruise lines.

 

The initiative builds on the group’s previous Status Match programme, launched in May 2024, which ensures loyalty members retain their tier status and perks when sailing with any Royal Caribbean group line. Together, Points Choice and Status Match form what Royal Caribbean describes as the "most integrated loyalty ecosystem" in the cruising industry. 

 

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Jason Liberty, CEO and Chairman of Royal Caribbean Group, said: “Our guests are exploring more of our brands than ever before, and we believe our loyalty experience should grow with them. Points Choice gives every guest the power to direct their loyalty points within our family of brands where they will have the biggest impact for them.”   

 

The introduction of Points Choice coincides with a period of expansion for the group. Royal Caribbean will debut a new ship, Legend of the Seas, in summer 2026 starting with Mediterranean itineraries before repositioning to Fort Lauderdale for Caribbean sailings in November. 

 

The cruise line has also launched its first-ever beach club destination, Royal Beach Club Paradise Island in The Bahamas, offering guests a private day excursion on itineraries calling at Nassau.  

 

To partner with Royal Caribbean Arabia call UAE +971 4 331 4299, KSA 800 897 1419, or email book@rccl.ae. For more information, visit www.royalcaribbean.ae 

 

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Supporting the growth of the cruise industry, Connections Cruise Arabia will return to Dubai in the UAE in 2026, following the success of the inaugural edition in 2025. The two-day event, taking place from 28 to 29 September, will welcome more than 500 travel trade professionals from across the global cruise ecosystem. To register your interest in attending, contact Connections.