Carnival’s New Loyalty Program: Is It About Profits or Passengers? Winners, Losers & Key Changes.

It’s hard to deny that Carnival is one of the most recognizable names in the cruise industry. 

What started as a small brand has evolved into a powerhouse, thanks to clever marketing and their signature “fun” cruises. Over the years, I’ve watched Carnival’s loyal following grow tremendously.

Something most other cruise lines only dream of.

Even when I’m sailing with other cruise lines, I often spot guests proudly sporting Carnival gear.

I still remember one of my earliest cruises on the Norwegian Pearl in 2013, chatting with a group who raved, “Carnival really takes care of us. The VIFP program is fantastic. it lets us cruise for much less.”

Their comments always had me checking Carnival sailings to see what deals were out there.

Recently, I sailed on the Jubilee after about eight years after my last Carnival sailing, and I was genuinely impressed by how much the brand has evolved.

Experiencing Carnival’s newest offerings reminded me why so many people are loyal to the brand.

But with the recent announcement of Carnival’s revamped rewards program, there’s been a lot of buzz. Most of it not so positive. 

So, what exactly is changing? Who stands to gain the most? And what does this mean for Carnival’s loyal cruisers moving forward?

New Rewards Program Overview

If you’re wondering what these new changes are, here is a quick over view of the new Rewards Program Overview:

• Rewards that “build up” every two years than reset. In other words a reset of each sailors “status” on every reset date.
  • Old program did not have an expiration date. Once you achieved a “tier”, you were in that tier “forever”. (until the new change)

• Points earned based on extra spending on things such as Drink Packages, Excursions, Merchandise, Specialty Dining, Spa, Casino, Etc.
  • Previously points were earned based solely on “days spent on a Carnival ship”.

• Points also earned by signing up for Carnivals credit card program.
  • Those points earned through the credit card program will still reset on the reset date.

• No more exclusive top tier parties and no more free Carnival merch such as pins, tote bags, caps, etc. Only Platinum and Diamond guests will receive pins.

• Diamond status will no longer receive complimentary specialty dining dinners, free stateroom upgrades or exclusive luggage service.

• Only Platinum & Diamond tier will retain priority embarkation and debarkation, free laundry service and early online check in.

• According to Carnival, the new points can be spent on more on board extras and add ons.
  • Previous points focused on giving returning sailors discounts on their cruise fares, allowing them to cruise more often.

Potential Ramifications of The New Program

I can’t help but wonder what’s in store with this new rewards program.

Just a quick scroll through Carnival forums and private Facebook groups shows that a lot of people are pretty disappointed with the changes.

Honestly, I get where they’re coming from.

On my last Carnival cruise, I kept hearing guests say, “I’m on this cruise just to reach my next tier.” It happened so often, I actually lost count.

The old rewards program really stood out because it motivated people. Sailors were genuinely eager to climb the tiers.

But with these new changes, I can see that drive fading.

Many loyal cruisers seem to be losing their momentum and questioning whether it’s even worth sticking with Carnival.

It feels like this update has taken the wind out of everyone’s sails. The excitement just isn’t there anymore.

Who Benefits From The New Rewards Program?

Carnival

This one’s pretty clear, but if you read through to the “losers” section, you’ll notice Carnival pops up there too.

Carnival definitely comes out ahead here. By giving less away to sailors, they’re able to hold onto more revenue and boost their profits per guest.

Cutting back on perks gives the company more room to improve their bottom line.

Looking back, it’s easy to see how their old rewards program wasn’t really sustainable.

Once someone hit the highest tier, they could go years without cruising, yet still return to Carnival and enjoy a bunch of complimentary perks and amenities.

At the end of the day, Carnival is a publicly traded company. They need to keep shareholders happy and maintain a healthy stock price.

If you take a quick look at Carnival’s stock performance since the new rewards program was announced, it’s clear that investors are standing by these changes.

On Board Employees

One thing that really stood out to me on the Carnival Jubilee was how stretched the crew seemed.

Not every staff member, but most of the team onboard had their hands full, juggling a lot of responsibilities.

Every time I took my kids to the “Camp Ocean” area, the staff there always looked overwhelmed. The line of families waiting to check in their kids almost always spilled out past the elevators.

The crew working the Lido decks and public spaces were constantly hustling. Breathing hard, moving fast, and doing everything they could to keep up with the crowds.

With these recent changes, I can’t help but wonder if the staff will see smaller crowds in the future.

Unless Carnival lowers prices to keep ships packed, fewer guests could mean less pressure and, ultimately, less work for the employees.

Hopefully with more profits, Carnival will do what they can to keep all their employees. Time will tell.

Sailors That Cruise Carnival Often

There are guests who cruise with Carnival every month—or even more frequently.

Given the strong loyalty Carnival has built over the years, it’s clear that some sailors will keep cruising regularly and continue to enjoy the rewards.

For these frequent cruisers, the new program won’t really slow them down.

While they might lose a few perks here and there, chances are they’ll still sail with Carnival just as often and barely notice a difference.

This revamped rewards program is clearly designed with these dedicated guests in mind, aiming to make them feel valued and appreciated.

While only time will tell how it all shakes out, the outlook seems positive for these loyal cruisers.

MSC/Norwegian/Royal Caribbean

Naturally, some longtime Carnival guests are now considering other options, feeling that the company has gone back on its promises to loyal cruisers.

It’s hard not to think about other cruise lines, like MSC, which have been steadily gaining traction and building their own dedicated following in the United States.

As Carnival’s changes leave some guests feeling alienated, cruise lines like MSC are perfectly positioned to attract these dissatisfied sailors.

With their expanding presence, modern ships, and appealing loyalty programs, MSC (and other competitors) are likely to see an increase in bookings from those who no longer feel valued by Carnival.

In the coming years, it wouldn’t be surprising to see more and more former Carnival fans jumping ship and choosing brands that make them feel appreciated and rewarded.

This shift could accelerate the growth of cruise lines like MSC, while also reshaping the competitive landscape in the U.S. cruise market.

Who Loses From The New Rewards Program?

Carnival (again)

While Carnival stands to benefit from these changes, they’re also risking something they’ve spent decades building… a fiercely loyal customer base.

The backlash has been significant, with long-time cruisers making it clear they’re unhappy about the new program.

As I mentioned earlier, other cruise lines would love to have the kind of dedicated following Carnival enjoys, but some of these loyal fans are now openly saying they’ll take their business elsewhere.

I can’t help but feel this could be a major loss for Carnival.

Yes, they’re a massive company and will likely weather the storm, but there’s no denying this shift could have a real impact on both their future success and the unique culture they’ve built over the years.

Sailors That Cruise Carnival Once or Twice a year

I can’t help but think about cruisers like myself who only sail with Carnival occasionally.

For us, the new rewards program doesn’t offer much. Especially since it now seems to favor those who cruise frequently or spend more onboard just to rack up points.

Sure, Carnival’s lively marketing and budget-friendly prices will still draw in plenty of families and casual travelers. In fact, many guests aren’t even aware that Carnival offers a rewards program at all.

Still, whether these occasional cruisers realize it or not, the changes ultimately mean fewer perks and little extra value for them.

It’s a subtle loss that might go unnoticed at first, but it definitely takes away some of the special touches that made cruising with Carnival feel rewarding.

Carnival Servers

Servers on board rely heavily on tips for their income.

By pushing away some of their most loyal—and often most generous—guests, Carnival’s changes are bound to have a direct impact on the crew.

Big tippers are usually the ones who appreciate excellent service and enjoy the perks that come with their loyalty.

If these valued guests start cruising elsewhere due to the new rewards program, it’s likely that servers will see fewer high tipping passengers on board.

This shift could make a noticeable difference in the every day earnings and morale of the hardworking staff.

Travel Agents

Travel agents who specialize in booking large volumes of cabins are likely to feel the effects of these changes as well.

In conversations with several travel agents I know personally, many have expressed concerns about a potential drop in repeat clients.

For agents, especially those affiliated with agencies that offer bonuses or incentives based on annual booking numbers, this is a significant issue.

When loyal Carnival cruisers decide to look elsewhere, it can directly reduce the number of repeat bookings agents rely on to hit their targets and earn extra compensation.

Ultimately, if these changes discourage guests from coming back to Carnival, travel agents may find themselves working harder to maintain their numbers and income, all while needing to find new ways to keep their client base engaged and satisfied.

Overall

At the end of the day, only time will tell how these changes truly play out.

While Carnival may see some unexpected wins from their new rewards program, such as increased profitability or renewed loyalty from their most dedicated cruisers, other cruise lines are also poised to benefit as they attract guests who feel left behind.

It’s shaping up to be an interesting period of adjustment across the industry, with both opportunities and challenges for all players.

Ideally, these shifts will encourage healthy competition and innovation, keeping the cruise industry vibrant, resilient, and appealing to travelers of all kinds.

Let’s hope these changes ultimately lead to a stronger, more dynamic cruise experience for everyone. Guests, crew, and companies alike.

About the Author:

Kam is a passionate traveler with a decade of cruising experience, having explored the world by sea for over ten years.

He has immersed himself in the unique offerings of all the major cruise lines, from popular favorites to luxury experiences.

Kam’s journeys span Virgin Voyages, Celebrity Cruises, Princess, Carnival, Royal Caribbean, Oceania, MSC, and many more you’re sure to recognize.

His firsthand knowledge and love for adventure bring a seasoned, insightful perspective to every travel story he shares.