Whether it's collecting Starbucks stars to redeem free coffee or earning miles to use for an upgrade to a business-class seat, loyalty programs are at an all-time high right now as companies seek to increase the lifetime value of the customer. And cruise lines are no exception.
"Cruise happens to be one of those industries that has always struggled with loyalty to some extent," said Jeff Zotara, chief marketing officer at Arrivia, an Arizona-based leisure agency (No. 18 on the Travel Weekly Power List) that provides travel loyalty, booking and marketing solutions for companies like American Express and T-Mobile. "Cruise lines have begun to realize that we need to find a way to get people to continue to book."
Expedition cruise lines are getting in on this loyalty and rewards action, with several lines planning to unveil changes over the next six months.
HX, formerly known as Hurtigruten Expeditions, is at the tail end of a rebranding and plans to revamp its loyalty program this fall.
The line's new CEO, Gebhard Rainer, previously led Sandals Resorts International, which attracts rabid loyalty from guests. HX and Sandals are not that different, he said: They share similar customer demographics and are expensive investments in guests' vacation time.
Rainer wants the focus of the revised HX program to be more about loyalty than a reward.
"We don't intend to buy the loyalty of our customers. We intend to get loyalty through the product and the experiences that we provide them with," he said aboard the Fridtjof Nansen on a recent short cruise from Vancouver to Seattle for travel advisors.
HX's new loyalty program will offer repeat guests a patch, much like this Antarctic Ambassador patch worn by crew members. Photo Credit: Courtesy of HX
He also sees the revamped program playing on human emotions and human nature, he said.
When customers can afford to spend a certain amount of money, Rainer said, they like to be recognized for it. "You want to be known, and we are small enough and we are focused enough to be able to do that, to identify those customers and actually deal with them on a very personalized basis," he said.
One perk of the HX program will be a symbol of recognition. Rainer said customers like the patches the line's expedition team members wear on the upper arms of their jackets, so HX plans to offer guests personalized patches after they have sailed a specific number of cruises. The line has not specified how many cruises they will need to sail to earn that badge or exactly what it will look like, but Rainer said those guests would also be invited to a special dinner with the captain.
Aqua Expeditions is working on a revamp of its loyalty program to recognize guests who travel consistently with the brand. The program will launch early next year, said Francesco Galli Zugaro, CEO and founder of Aqua Expeditions.
"The program is a testament to the growing trend we are witnessing: guests booking more frequently and booking longer sailings, whether as families, groups or solo travelers," he said.
Zugaro didn't offer many details about the program but said the line plans to include special rates and perks, including discounts, signature gifts, exclusive invitations and personalized experiences. Aqua also plans to launch a trade-focused program for top-selling agents.
Quark Expeditions is planning to make changes to its Shackleton Club loyalty benefits to commemorate the 10th anniversary of the program. However, the line said it wasn't ready to release details about those updates.
Different approaches
Other small expedition lines offer loyalty and rewards incentives, with each line using different tools to encourage guests to sail multiple cruises.
Ponant offers the Ponant Yacht Club, which mainly offers discounts that are tied to the number of cruises a guest has taken. Membership includes deals on bookings and onboard credit allowances that grow after confirming their second, fourth, seventh and 20th cruise.
The program also offers access to the brand's "loyalty cruises" that are exclusive to club members as well as the chance to receive complimentary stateroom upgrades depending on availability.
Pumpkin soup served on an Atlas Ocean Voyages cruise. The Atlas Yacht Club offers perks based on the number of nights the guest has sailed. Photo Credit: Courtesy of Atlas Ocean Voyages
At Atlas Ocean Voyages, one of the industry's newest expedition cruise lines, the Atlas Yacht Club offers perks based on the number of nights a guest has sailed rather than the number of cruises.
"The biggest advantage for all past guests after their first sailing is the eligibility for up to 20% savings on select dates, which is combinable with our current promotional offers," said Jason O'Keefe, the brand's senior director of guest experiences and corporate communications.
After hitting 36 nights of sailing, guests are eligible for a premium bottle of wine. Reaching 76 nights at sea unlocks a variety of other perks, including a private bridge tour with the captain. At 126 nights, guests are eligible for a complimentary Atlas hat and backpack, a spa credit and a dinner with the captain and senior officers.
Guests who have sailed a minimum of 201 nights with Atlas can qualify for a free cruise, although restrictions apply. Other complimentary perks include a private Zodiac safari and U.S. transfers.