Cruise groups expand loyalty programs to drive repeat bookings

Royal Caribbean Cruises management said returning guests spend 20% to 25% more, highlighting the financial value the company places on customer retention. Its Royal ONE co-branded credit card has surpassed expectations for enrollment and spending since launching in April, according to management. Cardholders are also twice as likely as non-cardholders to take multiple cruises.

The company’s Points Choice and Status Match initiatives have produced more than 500,000 new loyalty enrollments. The programs are designed to let customers try different brands without forfeiting previously earned recognition.

Digital engagement is also supporting Royal Caribbean’s strategy. Management said more than 90% of guests use the company’s app, while monthly active users have risen fivefold since 2019. More than half of onboard revenue is purchased before embarkation, giving the company opportunities to tailor recommendations and streamline vacation planning.

Carnival Corporation launched Carnival Rewards in September 2026. The program awards redeemable points and status-qualifying stars for eligible spending.

Norwegian Cruise Line Holdings uses Latitudes Rewards to promote repeat bookings through points, member-only offers, discounts and onboard privileges. It also recognizes loyalty across Norwegian Cruise Line, Oceania Cruises and Regent Seven Seas Cruises, allowing guests to retain onboard benefits when moving among the three brands.