Wednesday, January 30, 2008

A change in C&A levels?

The Royal Caribbean boards on Cruise Critic have been abuzz the last couple of weeks from the anonymous tip that perhaps the membership levels in the Royal Caribbean loyalty program Crown and Anchor, will be changed. As it stands right now, here are the levels and major perks:
  • Gold - completed at least one RCI cruise. Perks: a Gold coupon book for use onboard on next cruise
  • Platinum - 5 cruise credits. Perks: a Platinum coupon book, priority embarkation line, balcony discounts, invitation to C&A party for Platinum and above
  • Diamond - 10 cruise credits. Perks: a Diamond coupon book, priority embarkation and debarkation, larger balcony discounts, invitation to C&A party for Platinum and above, use of Concierge Lounge and Concierge Services (on select ships with a lounge)
  • Diamond Plus - 24 cruise credits. Perks: much the same as diamond with some personalized perks depending upon cruise number
The supposed changes seem aimed at increasing the number of cruises to reach both Diamond and Diamond Plus, with perhaps as many as 25 cruise credits required to make Diamond and 50 required to make Diamond Plus.

So if these changes are made, will people still be Loyal to Royal? My guess ... mostly. In my personal experience, the perks are nice, and Royal Caribbean is definitely leaps and bounds past Carnival in recognizing and thanking past guests for returning. However, it hasn't really been the coupon booklet (of which I may use 3 of the coupons) or the priority stuff that has kept me coming back to RCI. Instead, it has been the stackable discounts. As long as I can combine onboard credits with special rates, I'll definitely keep RCI in mind.

With that being said however, I believe that this type of change would make veteran cruisers hesitant to book RCI just for the loyalty program, however. After all, if large changes are made once, what keeps them from being made again or gotten rid of completely?

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