Royal Caribbean Launches Points Choice Program, Enhancing Customer Loyalty
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jan 15 2026
0mins
Should l Buy RCL?
Source: Newsfilter
- Points Choice Program: Royal Caribbean Group's Points Choice program, launching in January 2026, allows guests to earn and apply points across Royal Caribbean, Celebrity Cruises, and Silversea, enhancing customer loyalty and brand connectivity.
- Flexibility and Choice: The program enables guests to apply earned points to their preferred loyalty program, helping them build status while enjoying status match across brands, thereby enhancing the overall customer experience.
- Earning and Using Points: Guests can transfer points online within 14 days after sailing, ensuring they have flexibility in managing their points, which increases their sense of control and engagement with the brand.
- Industry-Leading Loyalty Ecosystem: The Points Choice program, combined with the Status Match program introduced in 2024, creates the most integrated and rewarding loyalty ecosystem in the industry, ensuring that guests retain their benefits across different brands.
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Analyst Views on RCL
Wall Street analysts forecast RCL stock price to rise
16 Analyst Rating
12 Buy
4 Hold
0 Sell
Strong Buy
Current: 282.060
Low
275.00
Averages
327.80
High
400.00
Current: 282.060
Low
275.00
Averages
327.80
High
400.00
About RCL
Royal Caribbean Cruises Ltd. is a cruise company, which owns and operates three global cruise brands: Royal Caribbean, Celebrity Cruises and Silversea Cruises. It also has an interest in TUI Cruises GmbH, which operates the German brands TUI Cruises and Hapag-Lloyd Cruises. Its ships offer a selection of worldwide itineraries that call on approximately 1,000 destinations on all seven continents. Royal Caribbean offers cruises and land destinations that generally feature a casual ambiance, as well as a variety of activities and entertainment venues. Celebrity Cruises offers a range of itineraries to destinations, including Alaska, Asia, Australia, Bermuda, Canada, the Caribbean, Europe, the Galapagos Islands, Hawaii, New Zealand, the Panama Canal and South America, with cruise lengths ranging from three to 14 nights. It also offers a range of private land destinations through Perfect Day at CocoCay and Royal Beach Club collection.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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