Royal Caribbean Group’s ‘Points Choice’ Spreads Loyalty Across Brands

Royal Caribbean Group says it is raising the bar for loyalty with the introduction of Points Choice, part of a new program created to give loyal guests the freedom to earn points on any of its three brands and apply them where they matter most, regardless of the ship they’re sailing.

Royal Caribbean Group says that it is charting a different course “at a time when many loyalty programs are reducing benefits.” The company says Points Choice will enhance the experience for its most devoted guests with benefits that make loyalty more rewarding and connected across brands. 

“Points Choice is designed with our guests at the centre,” 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 this month, Points Choice connects the Royal Caribbean Group loyalty programs including 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 – continuing to build status where they prefer or accelerating their status in a program they’re curious to explore.

Royal Caribbean Group says Points Choice builds on the success of its 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. 

This means guests keep their benefits when they sail with any brand in the Royal Caribbean Group family. Together, Royal Caribbean say that Status Match and Points Choice create the most integrated and rewarding loyalty ecosystem in the industry.

Royal Caribbean Group’s Points Choice program highlights:

More Flexibility & Choice: Guests can apply earned points to the loyalty program of their choice, helping them build status with their preferred brand while enjoying status match across the family of brands.

Earning Points: Members continue earning points as they do today, with the option to move points up to 14 days after their sailing. Guests can make their choice online, putting control right at their fingertips.

Effective Date: Available on sailings departing on or after January 30, 2026.

Additional information on Points Choice, point conversion details, and FAQs is available here.