Royal Caribbean Group To Allow Loyalty Points To Be Shared Across Cruise Brands

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Royal Caribbean Group has announced a major update to its loyalty programmes that will soon allow passengers to earn and apply points interchangeably across its three cruise brands – Royal Caribbean International, Celebrity Cruises, and Silversea.

Royal Caribbean Group Ships

The new initiative, called Points Choice, was unveiled by Royal Caribbean Group CEO Jason Liberty during the company’s latest earnings call and will launch in early 2026.

The change means that for the first time, guests will be able to decide where to allocate the loyalty points they earn – regardless of which cruise line they sail with.

Loyalty Points Across All Three Brands

“Building on the success of status match, I’m excited to announce Points Choice, the next evolution in how guests earn and apply loyalty points across our family of brands beginning in early 2026,” said Liberty.

Until now, points earned under Royal Caribbean’s Crown & Anchor Society, Celebrity’s Captain’s Club, and Silversea’s Venetian Society were kept separate, even though passengers could already match their tier status between the brands.

Royal Caribbean Membership Tiers

Under the new system, passengers who sail with any Royal Caribbean Group line can choose which programme their points contribute to.

For example, a Royal Caribbean guest sailing on Celebrity Cruises for the first time will be able to apply the points from that voyage to either the Crown & Anchor Society or Captain’s Club – whichever programme they prefer.

However, points already earned will not be transferable between brands. Points Choice will only apply to cruises departing after the official launch date in 2026.

Celebrity Apex Magic Carpet

All three loyalty schemes will retain their current benefits, and the existing Status Match programme will remain unchanged, meaning members will still enjoy tier-matching across all three cruise lines.

Strengthening Loyalty Across Brands

Liberty said the new initiative reflects Royal Caribbean Group’s goal of deepening customer loyalty and encouraging repeat business across its portfolio.

“This initiative further strengthens the overall value of our loyalty proposition, deepening engagement across our portfolio and reinforcing our commitment to putting the guests at the centre of our orbit as our ecosystem expands,” he explained.

He added that the change creates “a virtuous cycle of demand, value and advocacy… one that drives both short-term performance and enduring growth.”

Long-Term Strategy for a Unified Loyalty Platform

Royal Caribbean International president and CEO Michael Bayley had previously hinted that the company was working on improving cross-brand loyalty benefits.

Speaking earlier in 2025, Bayley said: “You’ll see over the coming months and year or two that things will continue to improve in terms of accessibility, simplicity, making it easier to sail between the brands, get offers, this type of thing.”

He added that the long-term goal was to create “a one platform database of our loyalty members for Royal Caribbean Group,” suggesting that Points Choice may be the first step toward a fully integrated loyalty ecosystem across the company’s brands.

More details – including the precise exchange rates, eligibility, and programme rules – will be announced closer to the official rollout in 2026.

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