Royal Caribbean Group Unveils Details of “Points Choice” Multi-Brand Loyalty Program
by Dori Saltzman
After months of talking about it, Royal Caribbean Group is finally revealing details of its multi-brand loyalty program, Points Choice, which will allow cruisers to earn points across brands but apply them to the loyalty program of their choice.
“Points Choice is designed with our guests at the center,” said Jason Liberty, chairman and CEO, Royal Caribbean Group. “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.”
Launching Jan. 30, 2026, Points Choice seamlessly connects Royal Caribbean’s Crown & Anchor Society, Celebrity Cruises’ Captain’s Club, and Silversea’s Venetian Society. A guest sailing with one brand can now apply their earned points to any of the three programs.
Cruisers can move their points from the brand they’ve just sailed to the brand of their choice up to 14 days after sailing.
Points Choice builds on the success of Royal Caribbean Group’s Status Match program – introduced in May 2024 – which allows loyalty members from its family of brands to enjoy equivalent tier status across all three brands.
