It's long been rumored, and discussed extensively on cruise boards, but finally it's been announced: the new Celebrity Captain's Club! Well, sort of. They're announcing the majority of it at least. They did also say that more components will be rolling out in the next few months as well.
For today's
announcement, the highlights being added to the existing program are the Captain's Club Celebration (replacing the traditional Captain's Club cocktail party),
significantly improved Internet and laundry benefits for Select and Elite tier members; and a new
onboard lounge exclusively for Elite members. The brand has even introduced a new theme for Captain’s Club, which doubles as its ongoing commitment to members: “The center of our attention.”
But these
improvements are only the beginning. During the second half of 2009, Celebrity will expand the Captain’s Club with a variety of other new features, all of which will be announced prior to taking effect.
“Our new Captain’s Club was designed based on a tremendous amount of research, feedback from our members, and advice from our travel partners,” said
Hanrahan. “We want to ensure that we deliver every aspect to our guests’ utmost
satisfaction, so we’re choosing to roll out the
enhancements in intervals, beginning with
improvements to the member experience
onboard.”
The most visible change to the majority of members will be the Captain’s Club Celebration. Soon available across the fleet, with the exception of Celebrity
Xpedition, all members will be invited to this exclusive event once per sailing. Redesigned to be a highlight of every cruise, the spirited affair will provide the perfect opportunity to meet fellow members, chat with the Captain and senior shipboard officers, experience interactive cooking
demonstrations, and enjoy the unique “CC Jams” performance by a variety of shipboard musicians.
For the most loyal passengers interested in a quiet haven of their own, Celebrity is introducing the Captain’s Club Lounge at Michael’s Club, exclusively for Elite members and their stateroom/suite companions each morning and early evening. The new Lounge will offer a casual coffeehouse-style experience from 8AM to 10AM, with
complimentary espressos, teas and other menu items, a variety of reading materials, and, on Celebrity Solstice and Celebrity Equinox,
wi-
fi access.
Every evening from 4PM to 6PM, Captain’s Club Elite members and their stateroom/suite companions can return to the Lounge to enjoy socializing with fellow members, participate in a wine tasting event, or simply relax and enjoy a quiet,
complimentary drink before dinner.
In recognition of their desire to stay in touch with family and friends while vacationing, Elite members will now receive
complimentary Internet packages, while Select members will receive a
significantly discounted rate on any Internet package. Also within the new program, Captain’s Club Select- and Elite-level members can now enjoy new laundry, dry cleaning, and pressing benefits, based on the length of their cruise.
Celebrity also is extending its pledge to make members the center of attention by engaging many in the entirely new Captain’s Club Advisory Board, to ensure its most loyal guests always have a voice in shaping the program.
Participation on the Advisory Board will offered online on a rotating basis to a selection of members across all tiers.
The above are all in addition to the existing benefits at the existing three levels -- Classic, Select and Elite -- but new levels in the future were hinted at, and are likely to be similar to Royal
Caribbean's Diamond Plus level for their super-elite frequent passengers.
“We will continue to provide members in every tier of the Captain’s Club with the recognition and rewards they’
ve come to expect, while adding several new
enhancements over the course of this year,” said
Hanrahan. “We also want to ensure that our members have the opportunity to quickly advance to the next tier. That’s why we count tier credits versus purely counting cruises. Tier credits are earned simply by sailing with us, but we also award additional credits for cruises of 12 or more nights, and for booking certain stateroom and suite categories. As a result, members can more quickly advance to the next tier.”
“What we’re rolling out today, combined with everything we’ll be adding to the program over the course of this year, will add up to what I’m confident will be the best loyalty program at sea,”
Hanrahan added.
Here is the summary of the key benefits at all levels:
- For Classic members (1-4 tier credits): Access to the loyalty desk and loyalty host; a premium onboard discount booklet; access to the new Captain’s Club Celebration event; a complimentary custom air request; pre-cruise specialty restaurant reservations; member reunion cruises; one-category upgrades (insides and oceanviews); and an online newsletter.
- For Select members (5-9 tier credits): All of the benefits of Classic membership, plus priority embarkation, a complimentary wine seminar, priority status to shore excursion waitlist, an invitation to the senior officers’ cocktail party, 25% off any Internet package, complimentary pressing of two clothing items, and discounted laundry on cruises of 12 nights or more.
- For Elite members (10 or more tier credits): All of the benefits of Select membership, plus a private shipboard departure lounge with continental breakfast, priority tender service, priority waitlist for dining room seating, elegant tea service, complimentary use of Thalassotherapy pool use on Celebrity Mercury, complimentary access to the Persian Garden (port days only), access to the new Captain’s Club Lounge at Michael’s Club, 90 free Internet minutes, one free item of dry cleaning, a complimentary bag of laundry (wash, dry, fold) and additional discounted laundry on cruises of 12 nights or more.
A comparison of all benefits by level, including some not discussed above can be found at Celebrity's New Captain's Club Benefits Chart.
My take? This is a significant upgrade to their program. Over the past 2 years, I've frequently discussed the Captain's Club with Celebrity execs and sales force, giving voice to my clients' (and my own)
opinion that it was one of the least rewarding of the major brands, especially when compared to sister brand Royal Caribbean and to Princess. Much of the best of those two programs has been
incorporated in some form, and based on
conversations I've had with Celebrity over the past weeks, I have a sneaking suspicion that more elements of those other programs along with some innovative concepts will be added as they move forward with the later
announcements this year.
While I think the most attention will be given to the Elite lounge in Michael's Club, and the
internet access, I also find the laundry benefit to be huge, especially as cruises continue to become longer on Celebrity and airlines clamp down on luggage allowances. It will allow members to pack more efficiently and even return home with clean clothes, which is a wonderful benefit.
The devil is in the details when it comes to the
internet benefit. Similar to when Princess had "unlimited"
internet for their Platinum and Diamond members, "free" is defined as a certain package amount. Regardless, this benefit will be worth several hundred dollars to members, and reflects our changing society where we are
increasingly unable or unwilling to be out of touch during our cruises.
Bravo, Celebrity, for a terrific first step. I'll anxiously be awaiting the rest of the
enhancements! You're on the right path!
