RCI Charts Course for Cruise Market Expansion with Tech-Driven Partnership

NEW YORK, NY – November 19, 2025

RCI, the world’s leading vacation exchange company, is setting a new course for its cruise program through a strategic partnership with Open Network Exchange (ONE). The collaboration, launching in mid-December, aims to provide RCI’s over three million members with expanded cruise options, increased flexibility, and savings of up to 25% on public cruise rates.

Navigating a Growing Cruise Market

The cruise industry is experiencing robust growth, with passenger numbers projected to reach nearly 41.9 million by 2028. This surge is driven by demographic shifts, with younger generations increasingly drawn to cruise vacations, and a wave of new ships entering service. RCI’s move to enhance its cruise offerings positions the company to capitalize on this expanding market.

“Consumers are looking for more integrated and convenient travel solutions,” explained one travel industry analyst. “The ability to bundle cruise options with existing vacation exchange benefits is a compelling value proposition.”

The partnership comes at a time when travelers are also prioritizing value. The rise of inflation and economic uncertainty has made price sensitivity a key factor in vacation planning. RCI’s promise of savings on cruise fares, coupled with the convenience of booking through a single platform, is designed to appeal to budget-conscious travelers. However, RCI isn't alone in targeting this space; competitors like Interval International also offer cruise exchange programs. The key will be differentiating through technology and comprehensive offerings.

The Tech Behind the Transformation

Open Network Exchange brings a wealth of experience in travel technology and loyalty program development to the partnership. Founded by veterans of the cruise and travel industries, ONE specializes in providing innovative solutions for enhancing customer engagement and streamlining operations. Their next-generation platform, built on a scalable microservices architecture, is designed to integrate seamlessly with RCI’s existing systems.

“This isn’t just about offering more cruises; it’s about creating a more personalized and frictionless travel experience for RCI members,” said a source familiar with the ONE platform. “The technology enables dynamic pricing, customized offers, and a wider range of booking options.”

The collaboration will also leverage ONE’s expertise in providing global experiences, offering RCI members access to over 350,000 activities to complement their cruises. This holistic approach to vacation planning aligns with the growing trend of immersive travel, where travelers seek authentic and enriching experiences.

Beyond Cruises: Redefining the All-Inclusive Vacation

RCI’s move extends beyond simply offering competitive cruise rates. The company is positioning itself as a provider of comprehensive, all-inclusive vacation experiences, seamlessly integrating cruise options with its existing portfolio of resorts, hotels, and activities. This strategy is designed to attract a wider range of travelers and increase customer loyalty.

“Members aren't just looking for a place to stay; they're looking for a complete vacation solution,” said another industry expert. “RCI is recognizing this trend and investing in partnerships that allow them to offer a more comprehensive and convenient experience.”

The enhanced cruise program will also leverage data analytics to personalize offers and recommendations, tailoring vacation experiences to individual preferences. This data-driven approach is designed to increase customer engagement and drive repeat business. The company is also integrating its loyalty program to provide incentives and rewards for cruise bookings. RCI hopes that offering these advantages will appeal to both existing and potential members. RCI is also hoping to attract a younger demographic, who are increasingly seeking unique and personalized travel experiences.

“The goal is to empower members to design their dream vacations, seamlessly integrating cruises with other travel components,” one insider commented. “We’re creating a more flexible and rewarding experience for our members.”