Royal Caribbean Reduces Key Benefits in Its Loyalty Program
Royal Caribbean has recently revised a well-received benefit in its Crown and Anchor Society loyalty program, sparking significant displeasure among its most devoted customers. The change, driven by necessity, has altered the dynamics of onboard perks that many passengers had come to anticipate.
Why Status on Royal Caribbean Matters
Earning status through the Crown and Anchor Society, Royal Caribbean’s loyalty program, is a coveted achievement for many cruise enthusiasts. The program is structured such that passengers earn points for every night they spend at sea: one point for a regular night, two for solo travelers or those in a suite, and three for solo travelers in a suite. Achieving higher status in this program, such as the coveted “Diamond” level at 80 points, used to unlock significant benefits including a day of free internet, four free drink vouchers daily, and exclusive access to the Crown Lounge.
Changes to the Diamond Benefits
Historically, Diamond status offered unlimited drink access during the lounge’s happy hour and did not require drink vouchers. Post-pandemic adjustments have shifted this structure. Now, drink vouchers are necessary throughout the day at all bars on the ship and at Royal Caribbean’s private islands, and happy hour drinks in the Crown Lounge also require a voucher, a drink package purchase, or separate payment.
Royal Caribbean’s Strategic Shift During the Pandemic
To reinvigorate interest in cruising post-pandemic, Royal Caribbean introduced a double points promotion, accelerating passenger progression within the loyalty program. This promotion enabled solo travelers and suite guests to accumulate points at a remarkably fast rate, leading to an increased number of Diamond and higher-tier members. While successful in boosting bookings, this influx has created capacity issues, particularly in the Crown Lounge during peak periods.
Capacity Challenges and Limited Access
The surge in higher-tier members has occasionally overwhelmed the available amenities, prompting Royal Caribbean to restrict access to the Crown Lounge during happy hours on select sailings. This limitation is detailed in the fine print of the loyalty program, yet it has not lessened the frustration of those affected. Royal Caribbean states that access may be curtailed during special events such as charters and inaugural sailings to manage overcrowding.
Cruiser Demographics and Lounge Access
The demographic profile of passengers on longer transatlantic or similar cruises typically includes an older, often retired group who can afford extended vacations. This demographic tends to have higher loyalty status, which further compounds the capacity issues during exclusive lounge hours.
Community Reaction and Future Outlook
The alteration in policy has been met with mixed reactions from the cruising community. Loyal customers feel that the adjustments have diluted the value of the hard-earned Diamond status. Moving forward, it is crucial for Royal Caribbean to balance its business needs with maintaining goodwill among its most loyal customers.
Thoughts
Royal Caribbean’s adjustments to its loyalty program reflect a broader challenge faced by the cruise industry: managing customer expectations against operational capabilities. As the cruise line navigates post-pandemic recovery, it must carefully consider how changes to its loyalty program impact its brand reputation and customer satisfaction.
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