Royal Caribbean Group rolls out cross-brand Points Choice loyalty program

Royal Caribbean Group has introduced “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. 

Points Choice is about making every trip count and every point more meaningful for those who sail with Royal Caribbean, Celebrity Cruises and Silversea. 

“Points Choice is designed with our guests at the center,” said Jason Liberty, chairman and CEO, Royal Caribbean Group, in a press release. “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.”  

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. 

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.

This means guests keep their hard-earned benefits when they sail with any brand in the Royal Caribbean Group family.

Points Choice program highlights include:

• 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.

The program is available on sailings departing on or after January 30, 2026, the company says. 

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

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.