Story perspectives

Royal Caribbean's 2026 Loyalty Program Amid Legal Woes

11/2/2025

Summary

Story summary

Royal Caribbean will launch the Points Choice loyalty program in 2026, enabling guests to earn points across Royal Caribbean, Celebrity, and Silversea.
It plans a new beach club in Santorini, opening in summer 2026.
Royal Caribbean faces a wrongful death lawsuit after a woman fell overboard, with the family alleging crew negligence in serving excessive alcohol.
In Q3, Royal Caribbean reported 12 incidents, ranking second behind Carnival Cruise Line.

History

Historical Context

Established in 1988, the Cruise Lines International Association (CLIA) aimed to promote the cruise industry, which has expanded significantly since then. In 2023, Royal Caribbean International controlled 27% of the global cruise market. The launch of the Points Choice loyalty program in 2026 reflects a strategic response to safety concerns, as the industry faces scrutiny following 12 incidents reported in Q3 2023.

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Story summary

Royal Caribbean will launch the Points Choice loyalty program in 2026, enabling guests to earn points across Royal Caribbean, Celebrity, and Silversea.
It plans a new beach club in Santorini, opening in summer 2026.
Royal Caribbean faces a wrongful death lawsuit after a woman fell overboard, with the family alleging crew negligence in serving excessive alcohol.
In Q3, Royal Caribbean reported 12 incidents, ranking second behind Carnival Cruise Line.

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