Royal Caribbean Group Unveils Revolutionary Points Choice Loyalty Program
Royal Caribbean Group is set to revolutionize cruise loyalty with its innovative Points Choice program, launching on January 30, 2026. This groundbreaking initiative offers guests the unique opportunity to earn and apply loyalty points across all three of its brands—Royal Caribbean International, Celebrity Cruises, and Silversea Cruises. This provides travelers with unprecedented flexibility in building their loyalty status.
With the new system, passengers have the freedom to sail on any of the three cruise lines and direct their earned points to the loyalty program of their choice. These include the Crown & Anchor Society (Royal Caribbean), Captain’s Club (Celebrity Cruises), or Venetian Society (Silversea). Guests are given a 14-day window after their cruise ends to submit a Points Choice request via the app or website. This enables them to strategically build status with their preferred brand.
“Points Choice is designed with our guests at the center,” said Jason Liberty, chairman and CEO of Royal Caribbean Group. “Our guests are exploring more of our brands than ever before, and we believe our loyalty experience should grow with them.”
The Points Choice program builds on the company’s successful 2024 Status Match initiative, which facilitated tier-level matching across brands. Points conversion rates will vary according to cabin category and brand. Detailed exchange rate tables will be made available to help members maximize their benefits. This move positions Royal Caribbean Group’s loyalty system as one of the most flexible in the cruise industry.
Source: Royal Caribbean Blog