RCI Enhances Crown & Anchor

New onboard booking benefits, bonuses and discounts rolled out

By: By Marilyn Green

The Details

Royal Caribbean International

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Royal Caribbean International (RCI) has announced a number of new benefits for the line’s Crown & Anchor loyalty program, which currently accounts for an average of 25 percent of guests onboard an RCI sailing.

Betsy O’Rourke, senior vice president of marketing, said the new features are designed to put repeat guests first, notifying them of special offers and providing them with additional privileges that increase among the tiers: Gold (after one cruise), Platinum (after five cruises, Diamond (after 10 cruises) and Diamond Plus (after 25 cruises). 

Royal Caribbean enhances options for frequent cruisers. // (C) 2010 Ryoal Caribbean International

Royal Caribbean enhances options for frequent cruisers. // (C) 2010 Royal Caribbean International

Crown & Anchor members will now be asked to give the line their e-mail addresses, which RCI says most of them have already done, and they will directly receive priority announcements regarding special rates, new itineraries and other company news. They will also get alerts on discount opportunities for close-in sailings. Agents will be notified at the same time as their Crown & Anchor clients so that they can follow up with them.

In order to book future cruises on Royal Caribbean ships, passengers must join the loyalty program; RCI doesn’t automatically enroll past guests. Membership is free and, once a passenger is enrolled, he or she may add other members of the household, including children under age 18, who also receive special gifts and privileges.

The new Onboard Booking Bonus offers members an onboard credit of up to $200 to spend on the future sailing; this can now be used with either a Crown & Anchor Savings Certificate, sent out quarterly, or a Balcony and Suite Discount (the latter of which is applicable for Platinum, Diamond or Diamond Plus members). Clients’ onboard bookings are credited to their travel agents.

New enhanced benefits are also being offered in the company’s Ultimate Value Booklet, delivered to each member’s stateroom, with onboard savings for beverages, Internet packages and photo and logo merchandise, along with casino and spa discounts.

Apart from bonuses and discounts, members receive benefits ranging from priority check-in to a private departure lounge with continental breakfast, and complimentary space available upgrades, plus special events and matching membership benefits in Celebrity Cruises’ Captain’s Club.

Lillian Murphy, vice president, one-to-one marketing, said each Royal Caribbean ship, with the exception of Legend of the Seas, will now have at least two Crown & Anchor staff members onboard to handle membership applications, future bookings and passenger’s questions.

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