Royal Caribbean Group Unveils Points Choice, Redefining Cruise Loyalty
Royal Caribbean Group is introducing a major evolution in travel rewards with the launch of Points Choice, a new loyalty feature designed to give guests unprecedented flexibility across its cruise portfolio.
Rather than being tied to a single brand, loyal travelers can now earn points on any sailing and apply them where they see the most value, regardless of which ship or brand they choose, whether Royal Caribbean, Silversea, or Celebrity Cruises.
The move comes as many travel companies are scaling back perks, positioning Royal Caribbean Group in the opposite lane: expanding benefits and deepening long-term guest relationships.
Royal Caribbean Group Chairman and CEO Jason Liberty said, “Points Choice is designed with our guests at the center. 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 Points Choice program launches this month and links three loyalty programs – Royal Caribbean’s Crown & Anchor Society, Silversea’s Venetian Society, and Celebrity Cruises’ Captain’s Club – into a single, connected ecosystem. Guests will continue earning points as they do today, but with the added ability to reallocate those points across brands, either to maintain status with a favorite line or accelerate progress in another.
Building on the success of the company’s Status Match initiative, which was introduced in 2024, Points Choice allows guests to enjoy equivalent tier benefits across all three brands.
The program becomes effective for voyages departing on or after January 30, 2026.
Learn more here.