Royal Caribbean Group has unveiled a major update to its loyalty structure with a new feature called Points Choice. This system gives guests full control over where their earned points accumulate across Royal Caribbean, Celebrity Cruises, and Silversea. Points Choice will begin with sailings departing on or after 30 January 2026 and introduces a flexible approach to loyalty that aligns with modern travel behavior.
A Guest-Centered Shift in Cruise Loyalty
Cruise loyalty programs have typically functioned within isolated brand ecosystems. Travelers often had to manage multiple point balances and separate tier levels. Points Choice changes this dynamic. Travelers can now earn points on one brand and direct them to the loyalty program of another. Guests can sail with Silversea and move points to Celebrity Cruises, or enjoy a Royal Caribbean voyage and apply those points to Silversea. This eliminates fragmentation and supports a unified loyalty journey.
Guests gain control over how they progress through tiers and benefits. This flexibility supports different types of cruisers, including families who sail Royal Caribbean for entertainment, travelers who enjoy Celebrity Cruises for cultural itineraries, and guests who seek luxury experiences through Silversea.
How the System Works Across the Fleet
The Points Choice system functions through a simple digital interface. Guests earn points according to brand rules during each voyage. After the cruise, travelers have a 14 day window to decide where to allocate points. They can keep points with the line they sailed with or transfer points to another loyalty program within the group. Digital management through web and mobile platforms eliminates bureaucracy and simplifies planning.
Points Choice applies only to new sailings after 30 January 2026. Previous points will remain with the original programs to ensure a smooth transition. This structure keeps legacy members comfortable while introducing new strategic flexibility for future travel.
Status Match Creates a Fully Integrated Ecosystem
Points Choice pairs with the Status Match program that launched in 2024. Status Match ensures that guests maintain equivalent tier benefits when they move between Royal Caribbean, Celebrity Cruises, and Silversea. Travelers retain perks such as priority check-in, suite access opportunities, discounts, or exclusive onboard services. Combining these two programs creates an integrated loyalty ecosystem that treats travel as a unified journey rather than a fragmented brand-by-brand experience.
Multi-brand cruisers benefit immediately. Travelers who alternate between family trips, boutique itineraries, and ultra-luxury cruises can maintain status progression without starting over. Guests enjoy more freedom to explore the group’s full portfolio of ships and destinations.
Advantages for Frequent and Multi-Brand Cruisers
Points Choice delivers several advantages that elevate the guest experience:
- Flexible Point Allocation: Guests can direct points to the brand that offers the best perks and value for their travel style.
- Encouragement to Explore: Travelers can try new brands without losing loyalty progress.
- Access to a Large Fleet: More than fifty ships support the program across three brands with nearly one thousand destinations.
- Strategic Travel Planning: Guests can choose itineraries that support both vacation goals and long-term loyalty objectives.
This approach encourages guests to view loyalty as a strategic investment rather than an isolated benefit.
A New Direction for Loyalty in the Cruise Industry
Travel loyalty programs across various industries have shifted toward customization and flexibility. Some airlines and hotels have updated reward structures to offer more transparency or quicker point redemption. Points Choice advances this trend within the cruise sector. Rather than creating silos between its three brands, Royal Caribbean Group has developed a model that unites them.
This approach offers value to guests and to the company. Travelers gain more control and engage with more ships, while the group strengthens brand loyalty across its portfolio. Guests also gain clarity, which removes confusion and increases satisfaction during booking and planning.
Ideal for Travelers Who Mix Styles and Itineraries
Many travelers enjoy both adventure and luxury. Points Choice supports that reality. Families may sail Royal Caribbean for entertainment and onboard features. Couples may choose Celebrity Cruises for destination immersion. Retirees may select Silversea for luxury and cultural travel. Points can move freely between these styles without complication.
Guests can now tailor their loyalty strategy to reflect personal goals rather than fixed brand rules. A guest may push toward elite perks for dining or spa services, while another may focus on suite privileges or exclusive events. Points Choice allows both approaches to thrive.
A Strategic Shift Toward Long-Term Loyalty Engagement
Cruises often function as singular experiences. With Points Choice, each sailing becomes part of a longer loyalty story. Guests can evaluate experiences not only for destination and ship features but also for how each voyage contributes to their loyalty goals. Loyalty becomes part of the planning process, not an afterthought.
This shift encourages repeat cruising. Guests who already enjoy cruising now have an incentive to diversify their itineraries while maintaining loyalty value. Travelers also gain financial efficiency, since benefits can reduce spending on future voyages through discounts and complimentary services.
A Milestone for Guest Empowerment in Cruising
The launch of Points Choice marks a new phase in cruise travel. The system empowers guests to control where their loyalty sits and how it evolves. Starting in 2026, travelers will chart both vacation experiences and long-term loyalty progress across Royal Caribbean, Celebrity Cruises, and Silversea.
Points Choice demonstrates that cruise loyalty can become flexible, strategic, and personalized. Royal Caribbean Group has positioned itself as a leader in guest-centered loyalty innovation, signaling a shift that may influence the wider industry.
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