RCG-Royal Caribbean Group has announced the launch of Points Choice, a new loyalty initiative that allows guests to earn points across the company’s three cruise brands and apply them according to their individual preferences, regardless of which ship or brand they are sailing. The program is intended to provide greater continuity and flexibility for repeat guests traveling within the group’s portfolio, which includes RCI-Royal Caribbean International, Celebrity Cruises, and Silversea.
At a time when many loyalty schemes are tightening terms, the group is expanding the scope of its benefits by enabling points earned on one brand to be directed toward another. Under Points Choice, each sailing contributes to a guest’s broader loyalty strategy, allowing points to be used where they are considered most valuable, whether to maintain status with a familiar brand or to build standing with a different one.
Royal Caribbean Group’s chairman and chief executive officer indicated that the program was developed in response to changing guest behavior, noting that passengers are increasingly sailing across multiple brands within the group. He explained that the intent is to allow loyalty benefits to evolve alongside guest preferences, giving travelers greater control over how and where their points are applied within the group’s brand family.
Scheduled to launch in January 2026, Points Choice links the Crown & Anchor Society, Celebrity Cruises’ Captain’s Club, and Silversea’s Venetian Society into a unified framework. Guests will continue to earn points under the existing rules of the brand they are sailing with, but will have the option to allocate those points to any of the three loyalty programs within 14 days after completing a voyage. This enables guests either to continue advancing within their preferred program or to accelerate progress in another.
The new initiative builds on the Status Match program introduced in May 2024, which allows guests to hold equivalent tier status across all three brands. Together, the two programs are intended to create a more integrated loyalty structure, ensuring that benefits earned with one brand are recognized throughout the group.
Points Choice will apply to sailings departing on or after January 30, 2026, and selections will be managed through the company’s online platforms, placing point allocation decisions directly in the hands of guests.