Loyalty Members Drive 40% of Royal Caribbean Bookings

Royal Caribbean Group’s CEO, Jason Liberty, announced that nearly 40% of the company’s bookings are now made by members of its cross-brand loyalty program, underlining the growing value of returning customers.

Loyalty Engagement and Repeat Business

Speaking during the company’s second-quarter earnings call on July 29, Liberty emphasized how digital transformation is enhancing customer interactions and business outcomes. “Our commercial flywheel is accelerating as we deepen relationships with our customers through digital innovation to remove friction, drive commercial opportunities and lower acquisition costs,” he stated.

He also noted the growing importance of returning travelers. “Repeat bookings are meaningfully rising and cross-brand loyalty is accelerating with nearly 40 percent of all bookings coming from our loyalty members who spend 25 percent more per trip,” Liberty explained.

Upcoming Enhancements to Credit Card Program

Liberty hinted at changes coming to Royal Caribbean’s co-branded credit card offering, which is currently a Visa Signature Card issued through Bank of America. He acknowledged that the card is presently linked to the loyalty program but not in a way that fully reflects the company’s strategic goals.

“It is tied today to our loyalty program, but not in the way that fits our ambition,” he said. “And so we’re very closely working with our co-branded credit card provider. And I think you’re going to see something very meaningful coming out of that very, very soon.”

These developments point to Royal Caribbean's ongoing efforts to deepen guest engagement, enhance revenue per customer, and improve the integration of its loyalty and financial offerings.