Royal Caribbean and Sandals Signal Loyalty Links After Stake Deal
The companies have indicated they aim to support each other’s business goals while remaining distinct operations.
Royal Caribbean Group has announced a deal to acquire half of Sandals Resorts, prompting questions about how the cruise and resort businesses could work together in the future.
Royal Caribbean Group CEO Jason Liberty said the transaction is not intended to provide Sandals day passes to cruise passengers. Sandals already offers day passes to the public, according to the report, but prices them at a high level to restrict demand.
Early comments from the companies suggest they plan to advance each other’s business objectives without combining into a single operation. One possible area of cooperation is linking their loyalty programs to encourage customers to travel with both brands.
Liberty said Sandals customers who sail on a ship should have a way to receive recognition, with similar recognition available in the other direction. The companies have not detailed how such a loyalty connection would operate.
