Hard Rock International has recently announced a new partnership with Royal Caribbean International and Celebrity Cruises, creating exciting benefits for members of their loyalty programs. Unity by Hard Rock loyalty members will now have access to discounts on Royal Caribbean and Celebrity sailings. In addition, they can qualify for exclusive cruise giveaways, providing an added layer of excitement for those who participate in the program.
One of the most enticing perks of this partnership is the opportunity for top-tier loyalty members to receive an annual complimentary cruise on select ships and itineraries. This is a significant benefit that adds value to the overall loyalty program experience. Similarly, members of Royal Caribbean’s Club Royale and Celebrity’s Blue Chip programs will receive discounts and other perks at participating Hard Rock locations. Top-tier members of these programs can also be eligible for an annual complimentary trip to select Hard Rock hotels and casinos.
According to Jeff Hook, executive vice president and chief marketing officer of Seminole Hard Rock Support Services, the decision to partner with Royal Caribbean and Celebrity Cruises was driven by guest feedback. Research revealed that over 60% of customers are likely to cruise in the next two years, with Royal Caribbean and Celebrity Cruises being the top two preferred cruise lines among guests.
Hook also emphasized the importance of targeting a similar and valuable customer demographic shared by both the cruise lines and Hard Rock. Despite only 6% of Hard Rock venues worldwide having casinos, it still plays a substantial role in the overall income due to the significant spending in the casinos. Similarly, the cruise lines generate a significant amount of revenue from their own onboard casinos, attracting guests with discretionary income and time, including retirees who enjoy gaming.
While the partnership between Hard Rock and Royal Caribbean is a first for the iconic brand, it is not the first of its kind in the industry. Norwegian Cruise Line, for example, is the official cruise partner of the Caesars Rewards program. This trend of partnerships between hospitality and cruise industries underscores the importance of offering unique benefits and experiences to loyal customers, creating a win-win situation for all parties involved.
The collaboration between Hard Rock, Royal Caribbean, and Celebrity Cruises demonstrates a strategic approach to catering to the preferences and behaviors of the target customer demographic. By offering reciprocal benefits and exclusive perks, the partnership enhances the overall loyalty program experience and creates a valuable proposition for loyal members across both brands.
Leave a Reply