A Complete Overhaul Of the VIFP Loyalty Program - A Huge Idea

[thecruiserofships]

I had a nice long day off today and decided I wanted to think of a creative way Carnival could recognize days sailed and people who spend a lot onboard in their loyalty program.

 

Disclaimer: None of this is official and just my own ideas. If you like my ideas please share with Carnival!

Also, for those who start looking this up on search engines, this content is written & owned by my blog: http://www.embarkandaway.com/general-cruise-blog/how-carnival-could-rewrite-their-vifp-loyalty-program

(I give myself copyright permission to share my own stuff here. :) )

 

How I Think Points Could Be Awarded

Cruisers could earn points based on the days sailed and revenue spent during cruising. Both of these categories would combine to create one point total that shows a cruiser's overall loyalty to Carnival.

 

For Sailing:

Everyone should get some points for the number of days sailed, just like Carnival's existing structure of the loyalty program.

1 point = 1 Day of the Cruise

Onboard Spending:

- 1 point earned for every $100.00 spent onboard. Partial points could be awarded for increments of $25 or $50. For example, if a cruiser spends $150.00 he or she could earn 1.5 points. This category could be maxed at 10 points to insure a person could not buy a higher loyalty level.

- .5 point earned for each shore excursion booked.

- 1 point earned if a cruise's onboard expense account is linked with a Carnival credit card.

- 1 point earned if a future cruise is booked while onboard the cruise. The point will not be awarded until the final payment of the cruise comes.

- .5 earned for booking a transfer or airfare with Carnival.

 

Loyalty Levels - The Way I Think They Could Be Done:

Level 1: First Cruise Only

1) Digital Newsletter By Email

2) E Coupon Book Mailed To Cruiser's Email Address - Carnival could send some digital coupons a cruiser can print from home and bring to the cruise that could be valid for various offers

3) Certificate At End of First Cruise - This certificate could certify that the cruiser has completed his or her first cruise and could name basic voyage information.

 

Level 2: 2nd Cruise - 69 points

1) Two Free Cruise Raffle Tickets - Carnival could have a shipwide drawing where cruisers have a chance to win a free cruise. In this level each cruiser would get two raffle tickets to put into the free cruise drawing.

2) Carnival Logo Ballpoint Pen - This could similar to the old pens Carnival would place in staterooms.

3) Digital Newsletter By Email and E-Coupon Book - Same Descriptions As Level 1

4) Certificate of Completion of Voyage - This certificate could show the cruiser's name, ship name, itinerary taken, and dates onboard.

 

Level 3: 70 points - 139 points

1) 5% Off A Cruise Upon Entry To This Level - When a cruiser earns this level Carnival could offer a 5% cruise discount that can be applied to the booking. This would be a one time offer.

2) Three Free Cruise Raffle Tickets - Carnival could have a shipwide drawing where cruisers have a chance to win a free cruise. In this level each cruiser would get three raffle tickets to put into the free cruise drawing.

3) Admission To Select Activities, Games, and Events - Carnival could have designated activities onboard, in addition to the regular activities, that are for cruisers on the Level 3 loyalty level and above. Some of these activities could include things such as trivia, bean bag toss, or a scavenger hunt.

4) Extra Hour To Utilize Facilities - Such As The Waterslide, Casino, Pools, Serenity Adults Only Retreat. Carnival could open these things one hour earlier to avoid impacting other cruiser's vacations.

5) Carnival Logo Ballpoint Pen - This could similar to the old pens Carnival would place in staterooms.

6) Digital Newsletter By Email and E-Coupon Book - Same Descriptions As Level 1

7) Certificate of Completion of Voyage - This certificate could show the cruiser's name, ship name, itinerary taken, and dates onboard.

 

Level 4: 140 points - 249 points

1) 10% Off A Cruise Upon Entry To This Level - When a cruiser earns this level Carnival could offer a 10% cruise discount that can be applied to the booking. This would a one time offer.

2) Five Free Cruise Raffle Tickets - Carnival could have a shipwide drawing where cruisers have a chance to win a free cruise. In this level each cruiser would get five raffle tickets to put into the free cruise drawing.

3) One Free Beverage Coupon - It would be great to have a coupon that could be used on any item under a certain price, at any place, and at any time.

4) Additional Main Dining Room Selections Menu - Carnival could offer a few extra options on the main dining room menu at dinner for these guests. These options could be available for an additional charge to everyone else, but free to people in this level.

5) Half Price Beverage Service 8:00 - 9:30AM On 1st Sea Day

6) Free Tour of An Area of the Vessel - Carnival could give people a choice of touring the bridge, engine control room, Deck 0 crew areas, or galley of the vessel.

7) Ship on a Stick Trophy - Carnival could give a ship on a stick trophy to all guests that qualify for this level.

8) Admission To Select Activities, Games, and Events - Carnival could have designated activities onboard, in addition to the regular activities, that are for cruisers on the Level 3 loyalty level and above. Some of these activities could include things such as trivia, bean bag toss, or a scavenger hunt.

9) Extra Hour To Utilize Facilities - Such As The Waterslide, Casino, Pools, Serenity Adults Only Retreat. Carnival could open these things one hour earlier for these guests to avoid impacting other cruiser's vacations.

10) Carnival Logo Ballpoint Pen - This could similar to the old pens Carnival would place in staterooms.

11) Digital Newsletter By Email and E-Coupon Book - Same Descriptions As Level 1

12) Certificate of Completion of Voyage - This certificate could show the cruiser's name, ship name, itinerary taken, and dates onboard.

13) Name Entered Into Drawing For Free Faster to the Fun - 2 weeks prior to cruising a random guest from this category will be selected to receive Carnival's Faster to the Fun for free.

14) 15% off All Photo Gallery Orders

 

Level 5: 250 points - 499 points

1) Port Taxes and Fees Waived For One Cruise Only - The fees that are added to the base ticket price could be waived upon entry into Level 5.

2) Seven Free Cruise Raffle Tickets - Carnival could have a shipwide drawing where cruisers have a chance to win a free cruise. In this level each cruiser would get seven raffle tickets to put into the free cruise drawing.

3) Past Guest Lunch Party- Instead of the typical party, Carnival could offer lunch in a dining room for guests of this level and above. The lunch could be a variety of selections from the regular main dining room and steakhouse. Carnival could offer free beverage service to all the guests in this party. This could take place on the last sea day of the cruise vacation.

4) Free Bag of Laundry - Carnival could allow for the guests in this level to have one free bag of laundry washed per cruise.

5) Chocolate Covered Strawberries - Carnival could send a plate of chocolate covered strawberries to these people's staterooms.

6) Logo Gift - Carnival could give a logo gift to these guests similar to what the actual current program does.

7) Priority Boarding and Disembarkation At Normal Boarding & Disembarkation Times

8) Priority Line at Guest Services

9) Priority Dining Selections For Main Dining Room

10) Admission To Select Activities, Games, and Events - Carnival could have designated activities onboard, in addition to the regular activities, that are for cruisers on the Level 3 loyalty level and above. Some of these activities could include things such as trivia, bean bag toss, or a scavenger hunt.

11) Extra Hour To Utilize Facilities - Such As The Waterslide, Casino, Pools, Serenity Adults Only Retreat. Carnival could open these things one hour earlier for these guests to avoid impacting other cruiser's vacations.

12) Carnival Logo Ballpoint Pen - This could similar to the old pens Carnival would place in staterooms.

13) Digital Newsletter By Email and E-Coupon Book - Same Descriptions As Level 1

14) Certificate of Completion of Voyage - This certificate could show the cruiser's name, ship name, itinerary taken, and dates onboard.

15) Welcome Letter From The Captain - An official letter from the ship's captain welcoming the guest back onboard could be presented upon arrival.

16) Priority Luggage Delivery

17) 20% Off Photo Gallery Orders

 

Level 6: 500+ points

1) Dinner With the Captain & Officers - A complimentary steakhouse style dinner with the ship's leadership team could be provided.

2) Unlimited Laundry - Carnival could allow these guests unlimited laundry washing.

3) Past Guest Lunch Party- Instead of the typical party, Carnival could offer lunch in a dining room for guests of this level and above. The lunch could be a variety of selections from the regular main dining room and steakhouse. Carnival could offer free beverage service to all the guests in this party. This could take place on the last sea day of the cruise vacation.

4) Automatic Boarding - Instead of waiting in the terminal for boarding to begin, these guests could be escorted onboard to a specialized waiting area on the ship. At the time regular boarding will begin, the guests would then be told they are free to move about the cruise ship.

5) Chocolate Covered Strawberries - Carnival could send a plate of chocolate covered strawberries to these people's staterooms.

6) Logo Gift - Carnival could give a logo gift to these guests similar to what the actual current program does.

7) Priority Boarding and Disembarkation At Normal Boarding & Disembarkation Times

8) Priority Line at Guest Services

9) Priority Dining Selections For Main Dining Room

10) Admission To Select Activities, Games, and Events - Carnival could have designated activities onboard, in addition to the regular activities, that are for cruisers on the Level 3 loyalty level and above. Some of these activities could include things such as trivia, bean bag toss, or a scavenger hunt.

11) Extra Hour To Utilize Facilities - Such As The Waterslide, Casino, Pools, Serenity Adults Only Retreat. Carnival could open these things one hour earlier for these guests to avoid impacting other cruiser's vacations.

12) Carnival Logo Ballpoint Pen - This could similar to the old pens Carnival would place in staterooms.

13) Digital Newsletter By Email and E-Coupon Book - Same Descriptions As Level 1

14) Certificate of Completion of Voyage - This certificate could show the cruiser's name, ship name, itinerary taken, and dates onboard.

15) Welcome Letter From The Captain - An official letter from the ship's captain welcoming the guest back onboard could be presented upon arrival.

16) Priority Luggage Delivery -

17) Priority Room Service Order - These guests could receive priority room service delivery.

18) 25% Off All Photo Gallery Orders

19) First To Have Stateroom Serviced At Night - These guests could have their stateroom serviced at night before the others.

20) Free Tour of The Bridge, Engine Control Room, and Galley - This could be similar to the Behind the Fun Tour, but without seeing the full tour area. Most likely, the people in this level would have already seen these places, but may want to visit them again.

 

Please keep in mind all of these items are my suggestions and are not officially happening at this time. Some of these ideas I based on the current loyalty program, but many others I have come up with on my own.

 

Thoughts? Please Share What You Like & Dislike!

[theriac]

I think the points need to be lowered for some tiers. Also the max out at 10 points for spending would that include the casino? Is that per sailing? Would you get 1.5 points for booking a $100 excursion? If X has a CCL CC and is traveling with A,B,C do they all get the extra point for that being linked to their account?

Edited May 27, 2015 by theriac

[falkcor]

here's some of my feedback on a few items:

 

0.5 points for excursion or transfers booked - i would not specifically award points for those, instead leave it to the points accrued per money spent as otherwise proposed.

 

level 3 'select activities' - i think this is not a good idea, and in some cases you might end up without enough people for those activities (trivia, scavenger hunt etc.). further i don't see that onboard activities like that should be class-based.

 

level 4 main dining room selections - i also don't think the mdr should be 'class based' either... further, it would be a logistical complication for ordering and preparing based on the # of cruisers, and whether they actually wanted that dish or whatever everyone else can order, which i'd assume would include some of the 'carnival favorites'...

 

several of the other items are currently offered under the current program, but now require a higher # of points to qualify for:

- 140 pts to get a free drink coupon...

- 250 pts to get a free bag of laundry...

- 250 pts to get choc covered strawberries...

- 250 pts for priority boarding

- 250 pts for priority guest services line

- 500 pts for priority luggage delivery

 

i don't think that will make you very popular around here :)

 

ship on a stick trophy - i think many wouldn't be interested in this and they'd end up in the trash, or are otherwise it would just be wasteful...

 

i think you've got some good ideas, but the overall structure seems almost too complex, with too many perks which require additional staffing (like the +1 hr use of ship features), additional ordering (such as the mdr selections), additional purchase of product (like the ship trophies or gifts), coordination (like printing the certificates, delivering to stateroom, etc.) and others.

 

i specifically don't like implementing of a more rigid class type system in terms of many things which are currently available to all, and i think should be - like use of ship features (waterslide, etc.), organized activities (trivia, etc.). in fact i think some of it would cause more harm than good in disgruntled passengers not able to use such facilities, and the crew having to explain this every week.

[thecruiserofships]

I think the points need to be lowered for some tiers. Also the max out at 10 points for spending would that include the casino? Is that per sailing? Would you get 1.5 points for booking a $100 excursion? If X has a CCL CC and is traveling with A,B,C do they all get the extra point for that being linked to their account?

 

Yes, based on my idea you are right about points.

 

Based on your scenario I would give you:

1 point for the $100.00 excursion

.5 point for the excursion

1 point for CCL Credit Card being linked to paying for the onboard expenses. Only 1 point awarded per CCL credit card.

Total = 2.5 points earned.

 

I do agree I should have a lower point requirements for tiers.

Edited May 27, 2015 by thecruiserofships

[forwardcabin]

Loyalty programs do need to be tightly controlled--otherwise they would get way out of hand...hence the reason for the latest change in eligibility for the past guest party.

[thecruiserofships]

here's some of my feedback on a few items:

 

0.5 points for excursion or transfers booked - i would not specifically award points for those, instead leave it to the points accrued per money spent as otherwise proposed.

 

level 3 'select activities' - i think this is not a good idea, and in some cases you might end up without enough people for those activities (trivia, scavenger hunt etc.). further i don't see that onboard activities like that should be class-based.

 

level 4 main dining room selections - i also don't think the mdr should be 'class based' either... further, it would be a logistical complication for ordering and preparing based on the # of cruisers, and whether they actually wanted that dish or whatever everyone else can order, which i'd assume would include some of the 'carnival favorites'...

 

several of the other items are currently offered under the current program, but now require a higher # of points to qualify for:

- 140 pts to get a free drink coupon...

- 250 pts to get a free bag of laundry...

- 250 pts to get choc covered strawberries...

- 250 pts for priority boarding

- 250 pts for priority guest services line

- 500 pts for priority luggage delivery

 

i don't think that will make you very popular around here :)

 

ship on a stick trophy - i think many wouldn't be interested in this and they'd end up in the trash, or are otherwise it would just be wasteful...

 

i think you've got some good ideas, but the overall structure seems almost too complex, with too many perks which require additional staffing (like the +1 hr use of ship features), additional ordering (such as the mdr selections), additional purchase of product (like the ship trophies or gifts), coordination (like printing the certificates, delivering to stateroom, etc.) and others.

 

i specifically don't like implementing of a more rigid class type system in terms of many things which are currently available to all, and i think should be - like use of ship features (waterslide, etc.), organized activities (trivia, etc.). in fact i think some of it would cause more harm than good in disgruntled passengers not able to use such facilities, and the crew having to explain this every week.

 

Thank you for your insight!! Some of my ideas would not be too popular because I guess I did make the program a little bit too hard is some aspects.

 

Personally, I would not be too high on my own loyalty system. If I decide to redo my work I will probably lower the point requirements.

 

Some aspects of my own work could be a logistical nightmare. In almost all aspects, I agree with your feedback. You have thought everything out well.

 

Thank you again!

Edited May 27, 2015 by thecruiserofships

[firemanbobswife]

Way too complicated IMHO. I think they should award extra points for suites like Celebrity, and double points for solos paying for two people. That's about it.

[SMSACE6]

Way too complicated IMHO. I think they should award extra points for suites like Celebrity, and double points for solos paying for two people. That's about it.

 

I appreciate the OP's time and effort to put this together, and there are lots of good ideas in there. But I agree with your idea of awarding double points for solos. I would have reached platinum level long ago:D Would have silenced my recent beatching about the now non gold tier. :p

[cruisinpips]

I didn't even take the time necessary to read your entire post, but here is my observation.... You have way too much time on your hands and think about the loyalty program waaaaaayyyyy too much, just my 2 cents worth. Whatever the program is, I am cool with it, they didn't have to do anything to get me to come back. We cruise for fun, not points or gag gifts....that being said, I am glad you provided some reading materials for the very important fun people to read! :D:D

Edited May 27, 2015 by cruisinpips

[thecruiserofships]

Loyalty programs do need to be tightly controlled--otherwise they would get way out of hand...hence the reason for the latest change in eligibility for the past guest party.

 

I agree that loyalty programs should be controlled! That's way I wrote this. However, I think I wrote this a little too controlled.

[thecruiserofships]

Way too complicated IMHO. I think they should award extra points for suites like Celebrity, and double points for solos paying for two people. That's about it.

I appreciate the OP's time and effort to put this together, and there are lots of good ideas in there. But I agree with your idea of awarding double points for solos. I would have reached platinum level long ago:D Would have silenced my recent beatching about the now non gold tier. :p

 

It would be great if Carnival would give some extra points to solos, especially since they must pay the price of two people.

[winddawn]

Way too complicated IMHO. I think they should award extra points for suites like Celebrity, and double points for solos paying for two people. That's about it.

I totally agree with this.

[SMSACE6]

It would be great if Carnival would give some extra points to solos, especially since they must pay the price of two people.

 

Well I am not holding my breath, but if my wildest dream were to come true, then I would end up being "grandfathered" in to platinum, based on my past history of solo cruises with Carnival. As I say I am not holding my breath.

 

I am gold level with Carnival, 6 cruises all 7 or 8 days, (only one taken with my Mom), so 5 solo carnival cruises at considerable cost to me to cruise solo. Only one of my solo cruises was at 150pc, the rest were x2. I also have always spent plenty in the casinos on board, yet never been awarded a free cruise. I have earned the free drink card twice, once in 2010, once in 2014, but only late in the cruise. yet never a free cruise, nor an obc. I have also spent generously to have my favorite beverages during my cruise. On vacation once a year for one week, you bet I have my favorite drinks. I am not driving after all. I spend lots on my Carnival cruises, yet I dont ever feel that what I spend gets me any recognition.

 

That is all fine. I still like Carnival, have never had a bad cruise on them, but when I retire next year...I am no longer tied into a specific time of year, or number of weeks/time frame to vacation....so I have been shopping around, and am hoping to broaden my cruise experience a bit. Will be back to Carnival most likely, but got to try something else first.

[sandij]

Cruise lines have always prided themselves on the non class system of cruising, everyone is equal in the dinning room assignments and events occurring on the ships. You're system is relying too much on how much money people have and are willing to spend.

Edited May 27, 2015 by sandij

[PA Dutchman]

Stay away from the 1 cruise only items. We have enough of them already

[dabear99211]

Anything doing with dollars spent is wrong in my eyes, it just lets the people with money buy their way into the program just like people with money do things everyday. Well that's what Obama has been saying for all of his tenure.

[StolidCruiser]

3/4 of your suggestions are "fluff" any savvy cruiser would consider insulting. The other 1/4 are things too complicated for the cruiseline to adminstrate effectively.

 

Clearly, based on the nauseating debates, the only loyalty perk the masses care about is the party where free unlimited drinks are served. Anything else is irrelevant.

[freagan]

3/4 of your suggestions are "fluff" any savvy cruiser would consider insulting. The other 1/4 are things too complicated for the cruiseline to adminstrate effectively.

 

Clearly, based on the nauseating debates, the only loyalty perk the masses care about is the party where free unlimited drinks are served. Anything else is irrelevant.

 

And the Platinum free Laundry. Of course any program is going to have to be revenue neutral so fares would have to,increase or a cut mad somewhere.

[hattack]

Loyalty programs in the cruise industry should be focus along Corporation Alliances (model after airline alliances models)...all the Carnival Corporations Cruise Lines members (as is NCL, RCI) should have reciprocal arrangements within their corporate holding company based upon a platform of no more then 6 criteria (menu base driven).....the simplier the reward structure (i.e. like Southwest Airlines to redeem points for a free ticket) the easier it is understood by the guests and administered by the cruise lines

 

The shifting of paradyms will probably upset everyone to various degrees, which means over the long run it might work ....the system that is in place now at each cruise line is not effective...RCI & Celebrity have a basic framework in place now that could be expanded

[mediccruzin]

I'm neither here nor there on most of this. My input is since I can not book no more than 12 weeks out from a cruise I always pay top dollar for a cruise. Not only should sea day be counted, but a few extra points added for the dollar amount spent for the cruise. I end up spending $4,000 or so for a 7 cruise.

[Son of a son of a ...]

You need, but don't have, data on whether this loyalty scheme (or any others) actually net the cruise line greater profits after costs. At some point, once you have a better-than-others program, there is no need to heap more benefits.

[Sweet Dutch Girl]

I wouldn't be interested in free laundry, lunch, free drinks, chocolate covered strawberries, boarding privileges, etc. etc. etc.

 

To me a loyalty program should be based on amount spent...period. Cruise fare, Carnival excursions, on board spending (excluding monies spent on spa treatments or anything that goes to outside vendors like the casino or the shops), Carnival transportation, paid dining. These money totals (say $100 for every $1000 spent (per person) would work just like airfare miles. When you have accumulated enough you can use them to buy a free cruise using what you have to determine what cruise, what room, etc. ...for yourself or anyone else you want to pass it on to. Based on what a cruise costs and the extra you spend this could easily mean a free cruise every 8 cruises.

 

This would be fair, too, if you book cheap cruises. If you normally book a cruise for $500 dollars and spend half of what the big spenders do you could still book a free $500 cruise after 8 cruises.

 

This would be a big incentive for me...all the other stuff is just fru-fru with no value.

[eponym]

...

 

To me a loyalty program should be based on amount spent...period.

 

I agree with that specific statement. I don't agree with all of your post, but I think that sentence is a clear starting place the transportation (host) companies and passengers can relate to.

[Tapi]

I would just base the level on the dollars spent. $1 = 1 point. Keep it simple. The points accrued are for anything, from cruise fare, to onboard spending, shore excursions, etc.

 

This way, people that do spend the most on a Carnival cruise are rewarded accordingly.

[leedm]

OOOOO some people have way too much time on their hands LOL. Some things I agree with. It will never happen to hard for Carnival keep up with all the points.:(:(