| Scenic Group to unify loyalty programs

SCENIC Group will launch a new groupwide loyalty program on 10 Feb, which will merge Scenic Luxury Cruises & Tours’ Scenic Club and Emerald Cruises’ EmeraldEXPLORER into an integrated rewards program covering the two brands.

Guests and trade partners were informed of the news yesterday, with all current and future loyalty members set to be provided with a simplified tier structure to earn and receive status points across all Scenic and Emerald ocean, river, and land journeys.

The program has been designed using member and travel partner feedback to ensure it provides enhanced rewards, recognition, and benefits.

More information, including details about a new MyRewards feature, will be released upon the program’s launch.

Scenic Group is the latest cruise company to double down on its loyalty efforts, as many other firms look to do the same, as well as attract guests from other cruise lines.

Royal Caribbean Group earlier this month introduced ‘Points Choice’, which will see guests with the company’s luxury line Silversea, as well as Royal Caribbean and Celebrity Cruises, able to earn points across each brand and apply them to the loyalty program of their choosing (CW 16 Jan).

Ponant Explorations Group also unified its loyalty programs late last year, which includes its namesake Ponant Explorations brand, as well as Paul Gauguin Cruises and Aqua Expeditions (CW 03 Dec). MS