- Royal Caribbean to double Club Rewards loyalty payments
- Incentives for suites and Caribbean bookings
Royal Caribbean is restructuring its Club Rewards agent loyalty programme to double the payments across all tiers for bookings to the Caribbean and increasing the incentives paid on bookings.
This is the first major change in the four years since its inception. Instead of paying €5 per booking, from today (October 1), the line will pay €5 on all interior and ocean view bookings, €7.50 on all balcony cabin bookings and €10 on every suite booking.
Ben Bouldin, Ireland and Britain managing director, said: “We are doubling our rewards payments across all three bands for any bookings to the Caribbean. We are called ‘Royal Caribbean’– but so little of our business goes to the Caribbean. It’s not even a case that we want to over-index to that destination. We are currently under-indexing and we want to make sure that from now on we have our fair share of the Caribbean. Four of the new Oasis Class ships now sailing in the Caribbean, so could offer some of the best hardware in the region. We have spent a lot of time focusing Europe which has sold really well but the opportunity now for us, for exponential growth, is the Caribbean, Alaska and Asia.
Ireland and Britain interim sales director Stuart Byron said: “We are driving agents to try and upsell to higher grades of accommodation. Ex-UK is a huge part of our business, but further afield is where we have identified that there is a lot of opportunity from a UK perspective. The Caribbean is way more important to new-to-cruise customers, and they also want to be in higher-end accommodation in these places, so we want to unlock that opportunity. We have been looking at what are the right marketing messages, who the target market is and who are the right trade partners to help us with this – and enhancing our Club Rewards is part of this.”
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