Cruise line loyalty – is it a thing of the past?

There used to be a time when cruise line loyalty was an important decision in booking a cruise – whether the cruise line offered you extra benefits at time of booking such as 5% off, complimentary upgrades, being able to book a few days earlier before general launch, as well as additional benefits whilst on board.  However I have noticed over the 16 years of selling cruises that cruise line loyalty isn’t necessarily an important decision now, but more about the ships facilities,  the ports of call and also the price.

I have booked a gentleman this week who is Baltic level on P&O’s peninsular club loyalty programme – this means he has spent over 250 nights on board P&O and to maintain this status he has to have 80-200 nights on board in the 3 years preceding the cruise. He does receive additional benefits such as on board discount, priority embarkation etc and for him P&O is his preferred cruise line. It got me thinking about myself and whilst I am members of the P&O Peninsular club, Royal Caribbean’s Crown and Anchor, Celebrity Captains club, Fred Olsen Oceans club and NCL Latitudes (I sign up to them all – and advise people to do the same) I am not tied to any of these cruise lines. For me booking a cruise will first be determined on ports of call, price and then the ship/cruise line.

I had another customer who also cruised with P&O a lot and he rang for a quote, and was horrified to find that he was no longer receiving his usual 5% discount from the cruise line and was only being offered the same deal as a new cruiser would be offered – it was pointed out he would still get better on board benefits.

Here is a brief overview of 5 of the cruise lines Loyalty programmes:

P&O Cruises:  

Each tier is named after a sea or ocean – you must achieve a minimum of 15 nights on board before being enrolled into the scheme. Benefits include: On board discounts, cocktail parties, free glass of champagne at sail away,  laundry discount and slippers

Royal Caribbean – Crown and Anchor society:  

minimum of 3 nights on board to enroll. Benefits include Savings certificates, on board discounts, welcome back parties, priority check-in, priority seating in theatre and ice shows and a private departure lounge.

Celebrity Cruises – Captains Club 

Can join before taking cruise. Benefits include: Category upgrades, complimentary gelato from Gelateria, internet packages, elegant tea, Cocktail happy hour and priority embarkation.

Cunard – World Club:  

Can join after 2 voyages or 20 nights on board. Benefits include Internet time plan, cocktail party, priority check-in and embarkation, disembarkation  lounge

Oceania – Oceania Club: 

Can join after 2 cruises under 24 days or 1 cruise over 25 days. Benefits include: Cocktail reception, discounts on Oceania Logo merchandise, On board credit, pre paid gratuities, sea treatments and even a FREE CRUISE !!

Looking over the above programmes – apart from the free cruise there is nothing really there to make me stay cruise line loyal. There are so many new ships being built and with different innovations, and so many places left in the world for me to discover that I personally know I am not cruise line driven when making my bookings.

When you are making your decisions do you always cruise with the same cruise line? Are you like me and hold multiple memberships? Do you book by price, ports of call or cruise line? Please let me know your thoughts