It's been more than a year since Carnival Cruise Line stirred up controversy with the announcement of the demise of the popular VFIP loyalty program.
A new loyalty program, Carnival Rewards, which the company describes as a first-of-its-kind in the industry, officially went live Tuesday.
The program, originally announced last summer, was set to launch on 01JUN, but was moved back to 01SEPT following backlash from cruisers. The previous program, known as the Very Fun Important Person (VFIP) Club, was perceived as focused on long-term loyalty to the company, while the proposed replacement was seen as more transactional.
The new program's structure shifts from offering lifetime VFIP status to a two-year window in which cruisers can enjoy the perks they earn. When it was initially announced, this led to concerns that high status levels would be difficult to attain in a short window.
Carnival, however, describes the new system as one that will benefit a wider range of guests, from first-timers to regular cruisers.
“Cruise loyalty has traditionally been built around how often guests sail, and Carnival Rewards was designed to go beyond that,” said Carnival president Christine Duffy.
“The new program recognizes the many ways our guests engage with Carnival, and with both rewards and status, we’re giving guests more flexibility and more value to enjoy the experiences that matter most to them."
Carnival Rewards is based around a system of Carnival Reward Points, which are earned at the end of sailing and can be redeemed on future cruises as well as eligible onboard experiences like spa treatments, specialty dining, and shore excursions.
Guests earn three points on each $1 spent on a cruise (including gratuities), as well as one point for every casino point that remains at the end of a sailing. They can also receive Status Qualifying Stars, which can bump them up to one of four status levels (Red, Gold, Platinum, and Diamond) and unlock additional benefits.
The stars are earned the same way as the points: three stars for every $1 spent, as well as one star for every casino point earned. Participants are granted Red status upon enrolling in the program and can move up once they've earned 10,000, 50,000 and 100,000 stars.
A new Carnival Reward Mastercard has been launched to increase opportunities for point accrual. Users can earn up to six times the reward points on eligible purchases when they use the card, as well as a 50,000-point bonus when new cardmembers spend $1,000 in the first 90 days. Points can also be obtained when the card is used on eligible grocery and restaurant purchases.
The program is also celebrating cruisers' longevity with the company, offering a Milestone Recognition Program based on days sailed, recognizing guests who reach 50, 100 and 500 days sailed, as well as every 100 days in between.
Reaching milestones earns even more points, as well as extra perks, including commemorative gifts and onboard credit.
