Royal Caribbean enhances loyalty scheme
Royal Caribbean International has announced new enhancements to its guest loyalty programme, the Crown & Anchor Society. The updated programme includes a migration from cruise credits to Cruise Points, creating a new way to earn membership status; two new member tiers, which include additional benefits; and a more personalised member section on the website. The enhancements are the second part to the programme’s evolution, which first introduced additional benefits in June 2010.
“These latest enhancements to the Crown & Anchor Society will further help recognize our loyal guests when they sail with us,” said Royal Caribbean’s Senior Vice President of Marketing, Betsy O’Rourke. “We continuously listen and respond to our members’ feedback and have updated our loyalty programme to provide a more equitable way for our members to advance to the next level. This programme evolution is part of the Royal Advantage, our dedication to innovate our amazing ships and unprecedented programmes to offer guests the best cruise vacation. It’s important to understand that Crown & Anchor Society members will continue to enjoy all of their current program benefits and status, plus having the opportunity now to advance to the next tier even faster than before. For this one-time conversion, we have grandfathered everyone’s status in the programme.”
The programme’s first enhancement is the transition from ‘cruise credits’ to ‘Cruise Points.’ The new system to earn tier status when sailing with Royal Caribbean International is based on one cruise point for every night spent aboard one of the cruise line’s ships. The more nights members spend onboard, the more points they can earn. Additionally, Crown & Anchor Society members can earn double points when they pay for suite accommodations.
Two new status levels are also being introduced: Emerald tier, between the current Platinum and Diamond status levels, and Pinnacle Club, the new top tier. The new progression of Crown & Anchor Society member status is Gold, Platinum, Emerald, Diamond, Diamond Plus and Pinnacle Club. The newly-introduced Emerald status level will provide all the Platinum level benefits, in addition to some new benefits on their way to Diamond status, such as higher member savings for balcony and suite category staterooms and a personalised welcome gift on every cruise. Pinnacle Club members will further recognised with all the benefits of the entire programme and complimentary cruises at certain cruise-points milestones. Guests who have a minimum of 100 cruise credits before 21 January 2011 will be the first to be invited to join the new top Crown & Anchor Society member tier. Moving forward, Pinnacle Club status can be achieved with 700 Cruise Points, equivalent to 100 seven-night cruises - or less cruises if members choose to sail in suite category staterooms or on longer itineraries.
Additionally, the Crown & Anchor Society website, www.RoyalCaribbean.com/CrownandAnchor, is being re-launched to engage members and offer greater personalisation. Each member will now enjoy a website experience that provides information that is relevant to them as soon as they log into their account. Members can now easily keep abreast of the latest news and offers that are available to them according to their status level and messages that are exclusively for them. Additionally, members can establish custom settings for items such as automatic upgrades for when a higher category stateroom becomes available. Emerald- and higher-level members with a booked sailing also can use the new member site to select new program benefits, such as a choice of beverages as part of their new Welcome Aboard gift basket.
Member guests will continue to enjoy the many Crown & Anchor Society benefits, such as the exclusive privilege to book their next Royal Caribbean cruise onboard and enjoy an Onboard Booking Bonus of up to US$200 onboard credit. For further value, members can use their Onboard Booking Bonus with their Crown & Anchor Society Savings Certificate or, for Platinum members and above, their Balcony and Suite savings benefit. Members who have registered their email address also will receive priority notification of special offers, news and itinerary updates.