by Darryl Brooks

Created on: July 16, 2009

Many long time cruisers on the RCCL line have become upset recently as benefits in their loyalty club are being cut. One of the more significant reductions is the ability for diamond members to access the concierge lounge. This lounge is a quiet haven with coffee 24/7, a small but nice breakfast, happy hour, and most important, access to a concierge. In light of this, it is interesting that Celebrity, owned by the same company has just announced new enhanced services for its loyalty clubs.

Cruisers who switched to RCCL because of the concierge lounge and who are now shut out will want to come back to Celebrity and check out its new 'Center of Attention' program. According to their website at celebrity.com, the first of the new programs will be a new upgraded Captains Club Celebration. This will be a revamped and upgraded version of the typical Captain's Club parties in the past.

More significant to many cruisers will be improved internet packages for Captain's Club members. Elite members will now be given 90 free Internet minutes. Select members will get a 25% discount. Also nice for long cruises, Elite members will get one free dry cleaning and a free bag of laundry wash, so packing enough underwear and socks for that two week cruise is no longer necessary.

Elite members will also be given access to the new Captain's Club lounge in Michael's club in the morning and evening. From 8-10 am, members will get a nice coffeehouse style experience with free espresso and selected menu items. In the evening from 4-6pm, the club will reopen with a complimentary happy hour.

In addition to these benefits, the revamped program will include:

Access to the loyalty host. A premium discount booklet. Priority embarkation. Priority waitlist status for excursions. Priority tender service.

It seems that with the increased number of ships on the seas combined with the current economy, Celebrity Cruise Line may finally be coming to grips with the power of return guests and word of mouth advertising. While it is becoming more difficult to leave port full, cruise lines will need to place more focus in bringing back returning guests. While most mainstream marketing seems to be aimed at first time cruisers, return guests are slowly becoming a larger share of the market, so catering to these travelers can help the bottom line, and for many companies will be a sink or swim proposition.

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