Royal Caribbean and Bank of America Launch Tri-Branded Credit Cards to Boost Loyalty
Event summary
- Royal Caribbean Group and Bank of America launched the cruise industry's first tri-branded credit cards, Royal ONE™ and Royal ONE Plus™, on March 31, 2026.
- The cards offer rewards across Royal Caribbean, Celebrity Cruises, and Silversea, with no foreign transaction fees and travel perks.
- Royal ONE™ has no annual fee and offers 3X points on cruise purchases, while Royal ONE Plus™ has a $99 annual fee and offers 4X points on cruise purchases.
- The cards are part of Royal Caribbean Group's broader efforts to reimagine loyalty and unlock more value across its brands.
The big picture
Royal Caribbean Group's launch of tri-branded credit cards with Bank of America underscores the growing importance of integrated loyalty programs in the travel industry. This move aligns with broader trends of leveraging financial partnerships to enhance customer engagement and drive repeat business. The strategic anomaly here is the industry-first tri-branded approach, which could set a new standard for loyalty programs in the cruise sector.
What we're watching
- Loyalty Program Effectiveness
- How the new credit cards will impact customer retention and spending across Royal Caribbean's brands.
- Partnership Dynamics
- Whether the collaboration with Bank of America can drive significant revenue growth for both companies.
- Market Differentiation
- The pace at which competitors adopt similar tri-branded loyalty programs to stay competitive.
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