Royal Caribbean makes major changes to its Crown & Anchor program

Royal Caribbean International has made some changes to its Crown & Anchor Society guest loyalty program. Instead of getting credit for each cruise, guests will get a Cruise Point for each night onboard. They’ve also added two new membership tiers and enhanced the member’s website.

The new system to earn tier status when sailing with Royal Caribbean is based on one cruise point for every night spent aboard one of the cruise line’s ships. Additionally, Crown & Anchor Society members can earn double points when they pay for suite accommodation.

The two new status levels being introduced are Emerald, 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 new Emerald status level will provide all the Platinum level benefits in addition to some new benefits on their way to Diamond status, such as higher member savings for balcony and suite category staterooms and a personalized welcome gift on every cruise.

Pinnacle Club members will be further recognized with all the benefits of the entire program and complimentary cruises at certain cruise-points milestones. Guests who have a minimum of 100 cruise credits before Jan. 21, 2011, will be the first to be invited to join the new top Crown & Anchor Society member tier. Moving forward, Pinnacle Club status can be achieved with 700 Cruise Points, equivalent to 100 seven-night cruises.

“These latest enhancements to the Crown & Anchor Society will further help recognize our loyal guests when they sail with us,” said Betsy O’Rourke, senior vice president of marketing. “We continuously listen and respond to our members’ feedback and have updated our loyalty program to provide a more equitable way for our members to advance to the next level. It’s important to understand that Crown & Anchor Society members will continue to enjoy all of their current program benefits and status, plus having the opportunity now to advance to the next tier even faster than before. For this one-time conversion, we have grandfathered everyone’s status in the program.”

The enhancements to the Crown & Anchor Society take effect for sailings on or after Jan. 21. Member guests will continue to enjoy the many Crown & Anchor Society benefits, such as the exclusive privilege to book their next Royal Caribbean cruise onboard and enjoy an Onboard Booking Bonus of up to $200 onboard credit.

The Crown & Anchor Society website is being re-launched to offer greater personalization. Members can now easily keep abreast of the latest news and offers that are available to them according to their status level and messages that are exclusively for them. 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 site to select new program benefits, such as a choice of beverages as part of their new Welcome Aboard gift basket.

To celebrate the incredible loyalty of program members, Royal Caribbean 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 for new bookings made between Jan. 12 and April 30, 2011. The promotion will offer 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 RoyalCaribbean.com/BringaFriend.

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