Royal Caribbean Introduces Points Choice Jan. 30 and Four Mediterranean Festivals
Royal Caribbean Group will launch Points Choice on Jan. 30, 2026, enabling guests to allocate loyalty points across its three brands to accelerate status and bookings. Starting May 2026, Celebrity Xcel’s European season debuts four Mediterranean festivals on seven- to eleven-night sailings to drive onboard spending and guest experiences.
1. Royal Caribbean Group Launches ‘Points Choice’ Loyalty Program Enhancing Cross‐Brand Engagement
On January 30, 2026, Royal Caribbean Group (RCL) will roll out Points Choice, a unified loyalty framework connecting Royal Caribbean’s Crown & Anchor Society, Celebrity Cruises’ Captain’s Club and Silversea’s Venetian Society. Under this initiative, guests earn points on any of the three brands and, within 14 days of voyage completion, can allocate those points to the loyalty scheme of their choice. The program builds on the May 2024 Status Match launch—which equalized tier benefits across the three brands—and is designed to boost retention by offering members the flexibility to concentrate spend where it delivers maximum value. Points Choice is expected to drive incremental onboard spending and repeat bookings by simplifying status progression and rewarding cross‐brand travel, a strategy that management believes will fortify market share and yield discipline even as competitors pare back benefits.