Cruise Loyalty Programs, Part 2: What Luxury and Specialty Cruisers Get for Staying Loyal

Seabourn has just raised the bar on luxury cruise loyalty programs. The ultra-luxury cruise line recently announced updates to its Seabourn Club, set to launch on October 20, 2025. Among the most notable changes are complimentary upgraded Wi-Fi and laundry service starting at just 15 cruise days, reinstated special events for elite members, and a redesigned reward cruise structure. These updates signal a broader shift in how cruise lines are approaching loyalty.

Recent insights from Mintel‘s Building Loyalty that Connects study suggest that traditional definitions of loyalty are evolving. Consumers are looking for brands that deliver relevance, recognition, and personalized value. In luxury cruising, this translates into programs that make guests feel understood and appreciated.

Luxury cruise brands generally focus on exclusivity, high-touch service, and milestone recognition. Specialty cruise lines, by contrast, emphasize authentic experiences, cultural enrichment, and early-access benefits that align with their niche audiences. While points and perks remain part of the equation, the successful programs focus on building long-term emotional engagement.

This article is the second part of a series examining cruise line loyalty programs. The first part looked at mainstream and premium cruise brands.

Luxury Cruising: Prestige, Privilege, and Personalization

For luxury cruise lines, loyalty programs are designed to build long-term relationships with seasoned travelers. These programs often reward total days at sea, and the most meaningful perks begin to appear after several sailings. Luxury programs tend to preserve their brand’s value while offering guests recognition and comfort across voyages.

Crystal invites returning customers to an exclusive hosted onboard cocktail party on every voyage beginning with their second cruise. Photos courtesy of Crystal Cruises.

Examples of notable program features include:

• After the upcoming changes, Seabourn will offer a 14-day complimentary cruise at the Diamond Elite level after 460 Club Days, along with upgraded Wi-Fi and VIP recognition.
• Crystal Cruises provides onboard credit starting with the second sailing, with additional milestone rewards at approximately 100 days.
• From its July update, Explora Journeys‘ program matches elite status from cruise, hotel, and airline brands. Guests begin enjoying tier perks from their very first journey.

Cruise Line	Program Name	Qualification Basis	Free Cruise(s)	Status Match	When Perks Begin	Top Tier Perks
Crystal Cruises	Crystal Society	Cruise Days	Yes, at Milestone 25 (~100 cruise days)	No	$50–$100 OBC from 2nd cruise	$500+ OBC, free cruise, private events
Explora Journeys	Explora Club	Cruise Nights	No	Yes, Seabourn, Regent, Bonvoy, Emirates, others	Match perks and savings from 1st cruise	Spa credits, priority access, hosted cocktail and culinary events
Regent Seven Seas Cruises	Seven Seas Society	Cruise Nights	No	No	Savings and invites from 1st cruise	Private transfers, priority services, hosted events
Ritz-Carlton Yacht Collection	Marriot Bonvoy	Points	No	No	Points earning and recognition	Redeem points for cruise fare (~0.7–0.8¢/point), elite bonuses on earnings
Seabourn Cruise Line	Seabourn Club	Cruise Days	Yes, at 350, 460, and 570 Club Days	No	Premium Wi-Fi and laundry from 15 days	14-day cruise, VIP events, laundry, premium Wi-Fi
Silversea	Venetian Society	Cruise Days	No	No	Events and gifts from 1st cruise	Referral rewards and exclusive recognition

Specialty Lines: Loyalty That Follows the Experience

Specialty cruise lines focus on distinct travel styles such as cultural immersion, culinary discovery, and expedition voyages. Their loyalty programs often deliver benefits sooner and align more closely with the onboard experience rather than long-term accrual. These programs typically reward loyalty through brand familiarity, convenience, and perks that match the theme of each journey.

Examples of notable program features include:

• Azamara provides 30 minutes complimentary Wi-Fi starting with the first cruise, with top-tier members earning 10+ complimentary nights.
• Oceania Cruises offers milestone rewards including free cruises at 20, 40, and 60 cruise credit levels. Benefits begin with the second voyage.
• Ponant allows a one-time status match from luxury cruise brands, unlocking priority perks, onboard credit, and additional savings.

Cruise Line	Program Name	Qualification Basis	Free Cruise (s)	Status Match	When Perks Begin	Top Tier Perks
Atlas Ocean Voyages	Atlas Yacht Club	Cruise Nights	No	No	$100 OBC, bottle of wine after 35 nights	$200 onboard credit, spa credit, exclusive events, complimentary shorEx
Azamara	Azamara Circle	Cruise Nights	Yes	No	30 free mins. Wi-Fi from 1st cruise	10 Comp. nights, 150 mins Wi-Fi, laundry
Oceania Cruises	Oceania Club	Cruise Credit by Length	Yes, at 20, 40, and 60 credits	No	$100 OBC, bottle of wine, from ~2nd cruise	$1,250 OBC, laundry, Free cruise
Ponant	Ponant Yacht Club	Cruise Count	No	Yes, from Luxury Cruise Brands	€50 OBC, laundry (2 pcs/day) from 2nd cruise	€200 OBC, laundry (5 pcs/day) Suite upgrades and early boarding
Windstar Cruises	Windstar Yacht Club	Nights by Cabin Category	No	No	$100 OBC and discounts after 2nd cruise (~15 nights)	$200 OBC, laundry, Wi-Fi and savings after ~45 nts. in top suite

Smart Loyalty: It’s Not Just About Points

Luxury cruise loyalty programs are moving beyond transactions to deliver something more meaningful. According to Mintel, today’s travelers expect loyalty to reflect emotional value, not just rewards. For luxury cruise lines, this means recognizing long-term guests through exclusive events, refined perks, and service continuity. Specialty lines, in contrast, aim to strengthen brand affinity through early gratification and tailored experiences.

Whether you are sailing for enrichment, elegance, or adventure, understanding how each program works can help you make the most of your time at sea. When loyalty aligns with your values, the rewards are truly worth it.