One Loyalty Program for all Carnival brands

[MCFTJCH2V]

The vision I remember reading around 2004 (I can't find a link or I'd cite it) from either Carnival CEO or someone representing all of the Carnival brands looked something like a product lifecycle map for a loyalty program across all their brands.

 

I don't remember the exact details but it illustrated a young couple getting married on a carnival ship, then they sailed another 10 or so times as they had kids and the kids became teenagers.

 

Then at the point when the kids were heading to college, the couple then started to sail on Princess. It showed the couple traveling with drinking age children and other couples. This went on for another 5-10 cruises.

 

Then the couple moved onto Holland America. Now it showed the couple more on their own and meeting other people on the ship, not sailing with people they knew.

 

They interjected other shots of the couple sailing on Carnival again but it was a family reunion thing with their kids and grandchildren.

 

Finally they had them taking other cruises on Seabourn and Windstar.

 

But the point behind the whole article was showing how Carnival Corp looks at passengers as little buckets of cash and how you have to cultivate them so that you get increasingly larger sums of cash from them.

 

The problem, as I see it, is that they never followed through by having a loyalty program path that allows their vision of natural progression through the brands. But what seems worse is that they created a loyalty program where the higher up you get, the less money you spend.

 

By not allowing me to progress in the way they had illustrated in a loyalty program that tried to up-sell me at each level, they've put me in a position where I don't go to Princess, Holland America or other lines. When you go on a new line, you tend to spend more money the first few times than if you stay with the same line.

 

My last cruise was my 27th and 28th with Carnival, my sail and sign at the end was $275 for my wife and I (prepaid gratuity). But 15 years ago when I was on my 4th cruise, the account was $750 (gratuity was paid in cash back then).

 

I don't see the difference being that I've learned how to cruise and I don't spend money like I used to. It's that Carnival doesn't offer things that I would spend money on. But when I look at Princess and Holland America, there are things that I would spend money on.

 

So when Carnival looks at cost/benefit for spreading out the loyalty program, they are really missing something that is blatantly obvious to all of us it seems. But the stupid thing about it is that they are missing so many opportunities to cross/up sell on the ships themselves. Why would you not put Princess, Holland America, Seabourn and other brochures at the future cruise desk?

 

I've booked while onboard and it is usually after a few cocktails. If the salesperson showed me a carnival sailing for 8 days next year for $1500/person but suggested a 11 day on Princess for $1950, I would have upgraded without question if my loyalty rewards followed me.

 

The only loyalty rewards I care about are priority boarding, priority tenders and free laundry. So in my above scenario, Carnival got another $900 from me in an upsell to a higher priced brand and in return I probably got rewards that cost them like $25.

 

Why don't they see this as a huge opportunity and embrace it? Boggles my mind.

 

They switched a visionary CEO with a bean counter.

[jimbo5544]

as i see it, that is a gamble that carnival doesn't want to take so not really a benefit. a lot depends on what the 'requirements' are for a cruiser. if you mean different ports, then if a requirement was to go to labadee, you can't do that on any carnival corp ship, you have to go to rccl. another which was previously mentioned is someone who got platinum on carnival by taking 10-3 day cruises on carnival and now they get all the benefits that princess has.....whatever they are. there exists the possibility of upsetting more people causing them to move to a competitor than saving. of course, we will never know unless carnival enacts it but from my point of view, carnival would see little to no financial benefit in doing so and not worth the gamble.

 

 

I did not say that it would happen, but just the opposite because of the differences that currently exist between their lines and the existing plans. That said Darth had a great point of what would work.

 

As to the benefits, to Carnival and the cruisers, my thoughts are much more broad. A couple of examples. HAL goes to places in Alaska (both cruise and land package) that no other cruise line can match. They dwarf what Carnival offers (as well as the competition). Same to be said for Costa in Europe, Princess in the Far East and Cunard and the others are truly different. Carnival's marketing is designed to have teach of their lines be a focus of different demographics. It is designed to work just as I mentioned, inventing their loyal cruisers would just complement that.

Edited June 4, 2016 by jimbo5544

[jimbo5544]

They switched a visionary CEO with a bean counter.

 

 

..... And then back to a true cruise visionary.

[nealstuber]

It doesn't sound horrible at all. It's factual.

 

 

 

You wouldn't be happy that someone could be collecting economy air miles and then think its ok to exchange them for a business class flight would you.

 

 

First off you earn miles in any number of ways, not just flying, and then can use them to book any class you like, it just costs more miles to book a higher class.

 

Second, why on earth would I care how someone got their business class seat?

 

Third, most people who fly business/first class (for business) use their miles for seats in economy.

 

Hilton and the IHG group have this down pat, you earn points based on your spend and then you can use the points for a lot of cheap hotel stays or one luxury stay. Only a few of your perks are based on "Status" but the biggest perk on that front is a points multiplier. The biggest downside is that you have to re-earn your status each year or you lose it the next year (not the points just the status).

 

With respect to status with airlines and hotel chains, status is earned differently than the points used for free flights or nights.

 

The ability to earn a free cruises frequently (basically it's one free night or flight for 7-10 paid) is not really something any of the lines have in their loyalty program, but it is something they do through credit cards, and there is cross line flexibility within the parent company.

 

It seems to me that a smart loyalty program for the cruise lines would shed some of the on board perks for points that could be used on lines within the corporate umbrella for free or reduced fare cruises. Keep the free laundry, party, and trinkets and put some cruise reward points on my Cruise Credit Card. Limit on board perks based on status to priority embarkation/debarkation and folks with a higher status earn more points per spend (including on board spend).

 

This would solve the problem of overcrowded parties and perk bloat that would result if the lines just merged their program under the corporate umbrella and encourage cruisers to try different lines within the brand.

Edited June 4, 2016 by nealstuber

[AmberTeka]

We are close to 25..If we combined all cruises on Princess.............HAL.........we would be way past it....

 

What happens?

 

Thank you........something work for???????????

[Karnyval]

Airline and hotel programs are irrelevant. Last minute business travelers are their bread and butter. Rewards are limited, mileage amounts vary, points expire, etc.

[les37b]

First off you earn miles in any number of ways, not just flying, and then can use them to book any class you like, it just costs more miles to book a higher class.

 

Second, why on earth would I care how someone got their business class seat?

 

Third, most people who fly business/first class (for business) use their miles for seats in economy.

 

Hilton and the IHG group have this down pat, you earn points based on your spend and then you can use the points for a lot of cheap hotel stays or one luxury stay. Only a few of your perks are based on "Status" but the biggest perk on that front is a points multiplier. The biggest downside is that you have to re-earn your status each year or you lose it the next year (not the points just the status).

 

With respect to status with airlines and hotel chains, status is earned differently than the points used for free flights or nights.

 

The ability to earn a free cruises frequently (basically it's one free night or flight for 7-10 paid) is not really something any of the lines have in their loyalty program, but it is something they do through credit cards, and there is cross line flexibility within the parent company.

 

It seems to me that a smart loyalty program for the cruise lines would shed some of the on board perks for points that could be used on lines within the corporate umbrella for free or reduced fare cruises. Keep the free laundry, party, and trinkets and put some cruise reward points on my Cruise Credit Card. Limit on board perks based on status to priority embarkation/debarkation and folks with a higher status earn more points per spend (including on board spend).

 

This would solve the problem of overcrowded parties and perk bloat that would result if the lines just merged their program under the corporate umbrella and encourage cruisers to try different lines within the brand.

 

Fourthly the only people whose opinions count disagree with you.

 

If you don't like it, don't use them. And if everyone did so they might sit up and take notice.

[jimbo5544]

We are close to 25..If we combined all cruises on Princess.............HAL.........we would be way past it....

 

 

 

What happens?

 

 

 

Thank you........something work for???????????

 

 

No, only individual lines

[Luke Dawg]

wickedhangover understands why the rest don't boggles my mind. I don't understand why people think this is a bad idea. Like wicedhangover said the only real benefit is the priority boarding and disembakation.

[Luke Dawg]

Carnival needs to understand us 40 somethings have more choices. As we get older we see other lines as better fits. We can move to Royal or Celebrity just as easily as HAL or Princess.

[jimbo5544]

Carnival needs to understand us 40 somethings have more choices. As we get older we see other lines as better fits. We can move to Royal or Celebrity just as easily as HAL or Princess.

 

 

Carnival understands their customers. It is also true that Carnival's main focus is on first time cruisers. That is why they have spread their ships to more home ports than other cruise lines.

 

As mentioned before, the complexity of all their lines existing loyalty plans (different attainment, different uses from the levels etc.) makes it really difficult to integrate into one plan. The brought one of the experts in the loyalty fixed one board to do so and ended up only making subtle changes.

 

I understand it is on the docket to review again, but we will see what comes of that.

[nealstuber]

Fourthly the only people whose opinions count disagree with you.

 

 

 

If you don't like it, don't use them. And if everyone did so they might sit up and take notice.

 

 

I'm not sure which of my opinions you disagree with, but people can and do use miles earned in economy for first class tickets and vice versa and you seem to be the only person bothered by it.

[Micahs Grandad]

Carnival understands their customers. It is also true that Carnival's main focus is on first time cruisers. That is why they have spread their ships to more home ports than other cruise lines.

 

As mentioned before, the complexity of all their lines existing loyalty plans (different attainment, different uses from the levels etc.) makes it really difficult to integrate into one plan. The brought one of the experts in the loyalty fixed one board to do so and ended up only making subtle changes.

 

I understand it is on the docket to review again, but we will see what comes of that.

 

First time cruisers do spend a lot more than veteran ones. As long as they can fill their ships with favorable pricing guess they think there is no reason to adjust loyalty programs.

 

Remember the last time they did it how much was taken away.

[jimbo5544]

First time cruisers do spend a lot more than veteran ones. As long as they can fill their ships with favorable pricing guess they think there is no reason to adjust loyalty programs.

 

 

 

Remember the last time they did it how much was taken away.

 

 

Lol, history is a good teacher.

[nealstuber]

First time cruisers do spend a lot more than veteran ones.

 

 

I see this thought repeated often. I could present several anecdotes supporting the opposite position as I am sure you could. Is there any factual data out there that supports this often repeated assertion?

[Micahs Grandad]

I see this thought repeated often. I could present several anecdotes supporting the opposite position as I am sure you could. Is there any factual data out there that supports this often repeated assertion?

 

I am sure Carnival has it and they do seem to want first time cruisers who dont realize that private excursions are better and cheaper and the "bargains" around the ship are anything but most of the time/

[Micahs Grandad]

Lol, history is a good teacher.

 

Very true:)

[Computer Nerd]

First time cruisers do spend a lot more than veteran ones. As long as they can fill their ships with favorable pricing guess they think there is no reason to adjust loyalty programs.

 

Remember the last time they did it how much was taken away.

 

i find it weird/funny that it seems many people cruise for the benefits. i cruise for the cruise and couldn't care less what the benefits, if any, are. benefits are not even on my radar when choosing a cruise line. heck, they could even save a lot of money by just getting rid of the benefits in their entirety and a cruiser would simply be just that, a cruiser, with no recognition of how many they've taken.

Edited June 5, 2016 by Computer Nerd

[jimbo5544]

Very true:)

 

 

In lots of things in life, not just cruising.

[joeyancho]

It would be nice. Id like to try Princess when we go to Alaska but sinxce we will be at the bottom whichever line we choose then I'll shop around more. (No, I don't want to sail carnival to Alaska)

 

Being at the bottom of Princess is better than being at the top of Carnival. Try it and see.

[cocacola86]

Some cruise lines fit for different people, we seem to fit in with Carnival, not for the benefits, they've got good food, good service.

 

 

Sent from my iPhone using Forums mobile app

[Micahs Grandad]

Being at the bottom of Princess is better than being at the top of Carnival. Try it and see.

 

We are Diamond on CCL and still peasants on Princess.

 

Done two on Princess and they do a wonderful job, kind of like Carnival 15 years ago.

[2Shoes2Go]

We are very happy with our experiences on Carnival as Diamonds. We feel it comparable or better than being a Pinnacle on Royal. :)

Not even interested in going top tier on Royal; Diamond Plus includes most every perk.

Sorry, just realized this is off topic. We are planning to try Princess, next year, with great anticipation. :)

Edited June 5, 2016 by 2Shoes2Go

[nealstuber]

I am sure Carnival has it and they do seem to want first time cruisers who dont realize that private excursions are better and cheaper and the "bargains" around the ship are anything but most of the time/

 

 

Not sure why you're so sure. You're argument also seems rather circular,: "Carnival likes first time cruisers because they spend more I now this because carnival want more first time cruisers".

 

I don't think Carnival is so successful because they "love the uneducated". They get 30-40 bucks per pax on these excursions which pales in comparison to Casino and Beverage revenues. Repeaters are also likely to book higher cabin classes, less likely to smuggle, and tend to have more disposable income to spend in the first place.

 

I know we spend way more then when we were just starting out, and know others who do the same.

 

And again, the overall topic was Carnival Corp, not Carnival. A loyalty program that makes it easier for repeat cruisers to "graduate" to more expensive lines within the the overall corporate umbrella makes all the sense in the word to me.

[wickedhangover]

Carnival needs to understand us 40 somethings have more choices. As we get older we see other lines as better fits. We can move to Royal or Celebrity just as easily as HAL or Princess.

 

That's the position I'm in now. Carnival spoiled me with a journey cruise that was the best set of itineraries ever. Rather than running it again next year I'm stuck with deciding what's the best way to go. Sorry, but I find the itineraries awful. But that's not just carnival, I find itineraries have gotten stale across all the caribbean lines, or at least the ones I can afford.

 

So I contacted MSC because of this thread. Turns out they will give me black (their highest) status since I'm diamond on Carnival. I could just as easily gone Princess or HAL. RC isn't really an option because I like smaller ships, miracle/pride are my favorites and after Dream and Breeze, I won't book on ships that size or larger.

 

I've not yet committed to switching from Carnival to MSC. I have refundable deposits for next Feb on a b2b2b, where I will end up going to grand turk 3 times which I find kind of lame. But again, itineraries are lame (to me) across all cruise lines.