Carnival Overhauls Loyalty Program with Carnival Rewards — But At What Cost?
Carnival Cruise Line is making waves with a major update to its loyalty program. Starting June 2026, the current VIFP Club® will transition to the newly launched Carnival Rewards — a points-based system that aims to provide more flexible and personalized benefits for loyal cruisers. But while the update introduces exciting new possibilities, it also raises concerns about the future of cruise line loyalty programs as a whole.
What’s Changing?
Carnival Rewards will replace the current “cruise days sailed” model with a points-based structure that takes into account not only the number of cruises but also how much you spend on cruise fares and onboard purchases. A few key highlights of the new program include:
- Earning Points based on cruise fare, onboard spending, and purchases made with the Carnival Rewards Mastercard.
- Redeemable Rewards that can be used toward cruise fare, onboard purchases like shore excursions, spa treatments, retail, and specialty dining.
- New Status Qualifiers (Stars) which determine your tier in the program, replacing the lifetime cruise-day model.
- Phased Transition: Existing VIFP Club status will be honored for a limited time — two years for most tiers and six years for Diamond members — starting June 1, 2026.
- Elimination of VIFP Club Gifts, such as branded merchandise.
Carnival emphasizes that this shift is meant to give guests more choices and control over how they are rewarded — a cruise-industry first that could soon be followed by other major lines.
Why the Change Was Necessary
Carnival’s reasoning is simple: too many guests are hitting elite tiers, diluting the value of benefits. Between 2021 and 2024, the number of Platinum members more than doubled, and Diamond members more than tripled. On newer ships like those in the Excel Class, more than 1,200 guests on a single sailing may qualify as Platinum or Diamond — making it nearly impossible to offer meaningful perks like priority boarding or exclusive event access.
This is a challenge that extends beyond Carnival. We’ve seen similar pressures on Royal Caribbean, where lounges meant for suite and certain loyalty level guests have become so crowded that certain sailings now restrict Crown Lounge access to Diamond Plus and Pinnacle members only. These loyalty tiers were originally designed to recognize a small percentage of guests — not thousands per cruise.
My Thoughts: Will This Hurt Long-Term Loyalty?
Here’s where I get personal. Amy and I have spent the last five years building our cruise habits around achieving Diamond status on Royal Caribbean. That decision came with intention — the perks (lounge access, free drinks, priority services) were worth the investment of time, money, and loyalty.
But if the industry moves toward points-based models that devalue those hard-earned tiers, the entire equation changes. If I can’t rely on consistent status benefits, then what’s the incentive to remain loyal to a single brand?
Points are great, but they’ve never held the same tangible value as elite perks. If all cruise lines go this route, I’ll likely start shopping around for better deals — maybe even sampling more cruise lines instead of sticking to one. And I doubt I’m alone in that sentiment.
So yes — while I understand the problem Carnival is trying to solve, I’m not sure this is the solution. The cruise industry has built powerful loyalty among its base, but eroding that loyalty in favor of generic “points” could backfire in the long run.
What do you think about these changes? Will Carnival Rewards enhance or diminish your experience? Share your thoughts in the comments or join the conversation in The Cruising Compass Facebook Group!
