Cruise lines expand loyalty programs across brands and fleets

Scenic Group launched Scenic & Emerald Rewards on February 10, 2026, according to a report on the program. The combined scheme replaces the separate Scenic Club and EmeraldEXPLORER programs. A Scenic Cruises report cited in the account says members can earn points across the group’s river and ocean fleet, regardless of vessel type.

The report also says the program’s MyRewards feature gives members in higher tiers 1% cash back on new bookings. Scenic’s Emerald Cruises said the resulting credit can be used toward future sailings or onboard purchases.

Royal Caribbean Group introduced Points Choice on January 30, 2026, for repeat guests of Royal Caribbean International, Celebrity Cruises and Silversea, the report says. Information attributed to Royal Caribbean’s website says members can apply loyalty status across the three brands on a one-for-one basis. The program also allows points to be moved between brands using exchange rates published annually.

Separately, Celebrity Cruises expanded its Captain’s Club on June 11, 2026, adding Double Zenith and Triple Zenith levels along with milestone rewards, according to the report. Details attributed to Celebrity’s website say members receive complimentary stateroom certificates upon reaching 3,000, 6,000 and 9,000 points, with the stateroom category improving at each milestone.