A
AJ coast
Guest
Recently, RCCL's change in policy regarding the Concierge lounges reflected the inevitability of granting lifetime status--more and more passengers achieving high-tier status, and a devaluation of the benefits.
The growing plethora of high-tier members, overcrowding of lounges, and hence the devaluation of benefits is why I continue to advocate a loyalty program that is modeled after the airlines; a year by year qualification, not lifetime. For example, Gold Status=X cruises/nights per year, Platinum=Y cruises/nights per year, etc... If the calendar year is too short, perhaps extend the qualification period to two or three years.
I understand that many feel a change like this could make many feel regretful of losing the value of bookings in years past. Well, there is compromise. Just like an airline's "lifetime miles" counter, where passengers are awarded permanent perks based on lifetime mileage, RCCL can still implement some sort of "lifetime benefit" program, such as continuing to offer balcony discounts or upgrades to customers who have achieved so-and-so many cruises lifetime. The key is that these permanent benefits need to occur OFFBOARD, so not to overcrowd onboard activities. Finally, offer lifetime elite status to a passenger who has achieved XYZ amount of cruises--this amount should be very high, perhaps over 50 cruises.
Some may just propose an increase in the tier-levels as they are now. The problem with such a proposal is that it makes it more and more difficult for customers who are just entering/considering the cruise market to become loyal if it is so difficult to achieve a tier-level. The company would have a problem generating new loyalty, a disastrous effect considering that the cruise line is just beginning to tap the Asian, Australian, and Middle Eastern markets.
With a properly restructured loyalty program, RCCL could control the amount of its elite members and prevent the impending day when 95% of the ship holds high-tier status, defeating the entire purpose of the program. I mean, what does "priority boarding" mean when granted to the masses???
The growing plethora of high-tier members, overcrowding of lounges, and hence the devaluation of benefits is why I continue to advocate a loyalty program that is modeled after the airlines; a year by year qualification, not lifetime. For example, Gold Status=X cruises/nights per year, Platinum=Y cruises/nights per year, etc... If the calendar year is too short, perhaps extend the qualification period to two or three years.
I understand that many feel a change like this could make many feel regretful of losing the value of bookings in years past. Well, there is compromise. Just like an airline's "lifetime miles" counter, where passengers are awarded permanent perks based on lifetime mileage, RCCL can still implement some sort of "lifetime benefit" program, such as continuing to offer balcony discounts or upgrades to customers who have achieved so-and-so many cruises lifetime. The key is that these permanent benefits need to occur OFFBOARD, so not to overcrowd onboard activities. Finally, offer lifetime elite status to a passenger who has achieved XYZ amount of cruises--this amount should be very high, perhaps over 50 cruises.
Some may just propose an increase in the tier-levels as they are now. The problem with such a proposal is that it makes it more and more difficult for customers who are just entering/considering the cruise market to become loyal if it is so difficult to achieve a tier-level. The company would have a problem generating new loyalty, a disastrous effect considering that the cruise line is just beginning to tap the Asian, Australian, and Middle Eastern markets.
With a properly restructured loyalty program, RCCL could control the amount of its elite members and prevent the impending day when 95% of the ship holds high-tier status, defeating the entire purpose of the program. I mean, what does "priority boarding" mean when granted to the masses???