Jan 15, 2026 – News
Royal Caribbean Group continues to evolve how loyalty works across its portfolio, reflecting a fundamental shift in how guests travel. As vacationers increasingly explore the Group’s multiple brands for different experiences, loyalty must do more than reward frequency; it must recognize long-term relationships and adapt as those relationships grow.
To meet this moment, Royal Caribbean Group introduced Points Choice, a portfolio-wide loyalty capability that brings greater flexibility, continuity, and purpose to the guest journey across its family of brands. The program reinforces the Group’s long-held belief: loyalty should expand guest choice, not limit it.
A portfolio first approach to loyalty
Guests today move fluidly across vacation needs, from multi-generational travel to couples and friends’ getaways, and the celebration of milestone birthdays or anniversaries. Points Choice was designed to reflect that reality.
Rather than operating brand loyalty programs in isolation, the Group enables guests to earn points on any sailing within the portfolio and apply those points where they create the most personal value. Whether continuing to build loyalty with a preferred brand or intentionally exploring another within the Group, guests can guide their loyalty journey across Royal Caribbean, Celebrity Cruises, and Silversea.
This approach opens a more unified, guest-centric model, one that values lifetime engagement across the Group’s portfolio of brands.
Extending the value of every experience
Points Choice preserves the familiarity of existing loyalty programs while offering new flexibility once a sailing is complete. Guests continue to earn cruise points as they always have, based on stateroom category and nights sailed, with the added opportunity to determine how those points are applied within the Group’s loyalty ecosystem.
The program supports evolving guest preferences over time and removes the need to “start over” when exploring new experiences, making their loyalty even more rewarding.
Building an integrated loyalty ecosystem
Points Choice builds on Royal Caribbean Group’s broader strategy to connect loyalty across brands. In 2024, the Group introduced Status Match, enabling guests to enjoy equivalent tier recognition and benefits across its loyalty programs.
Together, Status Match and Points Choice create a cohesive loyalty framework that recognizes guests consistently, regardless of which brand they choose to sail. The result is an ecosystem designed to reward long-term relationships rather than isolated transactions while maintaining the distinct character and service standards of each brand.
Loyalty designed for longevity
Available for sailings departing on or after January 30, 2026, Points Choice represents Royal Caribbean Group’s commitment to designing loyalty with the future of vacations in mind.
By linking points, status, and recognition across its brands, the Group continues to strengthen how it delivers value to guests, ensuring that every experience contributes to a lasting relationship that grows over time.
For more information on Royal Caribbean Group’s Points Choice, please visit the respective brand pages below.