July 2010
Cruise Line Loyalty Programs
by Cindy Bertram
Multi-level loyalty programs
Multi-level means just that. Once a guest has taken a certain number of cruises or sailed a certain number of days, the guest moves up to the next level of membership, with more perks and amenities extended. A few cruise lines offering three levels of membership in their past passenger programs include Celebrity Cruises, Azamara Club Cruises, Princess Cruises, and Disney Cruise Line. Other cruise lines now have four tiers of membership: Royal Caribbean International, Costa Cruises, MSC Cruises, Norwegian Cruise Line, and Holland America Lines, for starters. Once guests move to a higher membership level, they get not only the previous benefits but also receive new ones as well.
How Cruise Lines Measure Loyalty
Measuring loyalty varies according to the cruise line, but usually falls into two categories. Some use the number of cruises the guest has sailed, while others use the number of days sailed. Princess Cruises uses a combination of both. Other factors can also be involved. With Celebrity Cruises and Royal Caribbean International, for instance, guests not only earn a credit each time they sail, but they can also earn additional credits in two ways. They can earn an additional credit for booking a suite, and they can earn an additional credit if they sail on itineraries of at least 12 nights.
Another new trend involves credit for onboard purchases. Holland America Line, for instance, awards an additional one cruise credit for each $300 spent onboard, along with double cruise day credits when the member/guest purchases a suite. Costa Cruises does a slightly different twist - for each day of the cruise, a guest earns 100 points, and the guest can also earn 40 points for every $60 spent onboard the ship.
Interchangeable Privileges
An interesting development has occurred that actually benefits cruise guests. Royal Caribbean Cruises, Ltd., (the parent company of Royal Caribbean International, Celebrity Cruises, and Azamara Club Cruises) offers interchangeable privileges as well as reciprocity on the higher tiers or levels of past passenger membership. For instance, members who are Platinum or higher status with Royal Caribbean's Crown & Anchor Society receive matching Captain's Club recognition when sailing on the sister cruise lines, Celebrity Cruises and Azamara Club Cruises. A Celebrity Captain's Club Select Member automatically gets the Platinum status with Royal Caribbean's Crown & Anchor Society. Elite members get the Diamond level status.
Guest Benefits
Benefits vary from cruise line to cruise line as well as the membership level, and they have grown over the years. For instance, with Celebrity Cruises' Captain's Club, their top-level "Elite" members receive a complimentary 90-minute Internet package, daily access to the Captain's Club Lounge for complimentary evening social hours, and coffeehouse-style breakfast, in addition to many more benefits. Checking the cruise line's web site is one way to keep tabs on new amenities.
First Youth Loyalty Program
Royal Caribbean International launched the cruise industry's first youth loyalty program in 2007 specifically for cruisers under the age of 18. Parents can enroll their children in the program through the Royal Caribbean web site. Youth members receive special onboard perks via an activity booklet providing onboard savings at different venues - the Y-spa (Royal Caribbean's Teen Spa) and Ben & Jerry's are just a few. They also automatically attain their parents' membership level as well.
From The Agent Side
Insuring the client's past passenger membership number is entered into the reservation, of course is a given. Most cruise lines automatically enroll the cruise guest in their past passenger program after completion of that first cruise, but there are some exceptions, and currently Royal Caribbean International is addressing this. In the case of group bookings, it's still critical to make sure your guests' membership numbers are in the reservations. There is no "double dipping" - if the group booking has special benefits offered that duplicate what the past passengers receive, they will not receive both. But with the wider range of benefits, your cruise clients could still benefit, and they will definitely appreciate your keeping a pulse on it!
Cindy Bertram, MCC, writes extensively about the cruise industry for various travel trade publications, including an ongoing column for Leisure Group Travel. She has more than 15 years of experience in the travel industry, from working in frontline sales and marketing development at a full-service travel agency to conducting training workshops at travel and cruise conferences. She may be reached at cindybertram@hotmail.com.
(Credits: Cindy Bertram; UpstateNYer; Barek)
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