Royal Caribbean International has announced new enhancements to its Crown & Anchor Society guest loyalty programme. The updates include the introduction of Cruise Points, creating a new way to earn membership status; two new member tiers, which include additional benefits; and a more personalised member section on the website. The enhancements take effect for sailings on or after 21 January 2011.
“These latest enhancements to the Crown & Anchor Society will further help recognise our loyal guests when they sail with us,” said Betsy O’Rourke, senior vice president of Marketing, Royal Caribbean International. “We continuously listen and respond to our members’ feedback and have updated our loyalty programme to provide a more equitable way for our members to advance to the next level. This programme evolution is part of the Royal Advantage, our dedication to innovate our ships and offer guests the best cruise holiday. It’s important to understand that Crown & Anchor Society members will continue to enjoy all of their current programme benefits and status, plus have the opportunity now to advance to the next tier even faster than before.”
The programme’s first enhancement is the transition from ‘cruise credits’ to ‘Cruise Points.’ The new system to earn tier status when sailing with Royal Caribbean International is based on one cruise point for every night spent onboard one of the cruise line’s ships. The more night’s members spend onboard, the more points they can earn. Additionally, Crown & Anchor Society members can earn double points when they opt for suite accommodation.
Furthermore, two new status levels are being introduced as part of the enhancements to the programme: Emerald tier, between the current Platinum and Diamond status levels, and Pinnacle Club, the new top tier. The new progression of Crown & Anchor Society member status is Gold, Platinum, Emerald, Diamond, Diamond Plus and Pinnacle Club. The newly introduced Emerald status level will provide all the Platinum level benefits, plus higher member savings for balcony and suite category staterooms and a personalised welcome gift on every cruise. Pinnacle Club members will receive the benefits of the entire programme as well as complimentary cruises at certain cruise-points milestones. Guests who have a minimum of 100 cruise credits before 21 January 21 2011 will be the first to be invited to join the new top Crown & Anchor Society member tier.
Additionally, the Crown & Anchor Society website (www.RoyalCaribbean.co.uk/CrownandAnchor) is being launched. Members can easily keep abreast of the latest news and offers that are available to them according to their status level. Additionally, members can establish custom settings for items such as automatic upgrades for when a higher category stateroom becomes available. Emerald and higher-level members with a booked sailing also can use the new member section to select new programme benefits, such as a choice of beverages as part of their new Welcome Aboard gift basket.
Member guests will continue to enjoy the many Crown & Anchor Society benefits, such as the exclusive privilege to book their next Royal Caribbean International cruise onboard and enjoy an Onboard Booking Bonus of up to $200 onboard credit. For further value, members can use their Onboard Booking Bonus with their Crown & Anchor Society Savings Certificate or, for Platinum members and above, their Balcony and Suite savings benefit. Members who have registered their email address also will receive priority notification of special offers, news and itinerary updates.
To celebrate the incredible loyalty of programme members, Royal Caribbean International is introducing a limited time offer: ‘Bring a Friend’ and receive $25 to spend onboard. Members will be rewarded for introducing new guests to Royal Caribbean International for new bookings made between now and 30 April 2011. The promotion offers a $25 onboard credit per stateroom to Crown & Anchor Society members when sailing with their ‘first to Royal’ friends or family, for up to five staterooms per sailing, depending on the length of their cruise. Full details, terms and conditions and registration for promotion can be found online at www.RoyalCaribbean.co.uk/BringaFriend.
Royal Caribbean International is a global cruise brand with 22 ships currently in service. The line also offers unique cruise tour land packages in Alaska, Canada, Dubai, Europe, and Australia and New Zealand.