Hard Rock, Royal Caribbean Unveil Loyalty Program Agreement

Posted on: April 27, 2024, 09:56h. 

Last updated on: April 27, 2024, 10:04h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.

Tribal casino giant Hard Rock International and Royal Caribbean Group on Friday announced a wide-ranging agreement pertaining to members of both companies’ travel and leisure loyalty programs.

Wonder of the Seas
Royal Caribbean’s Wonder of the Seas cruise ship at sea. The company is partnering with Hard Rock International on a points-sharing agreement. (Image: Royal Caribbean)

Members of the Unity by Hard Rock, Celebrity Cruises’ Blue Chip Club, and Royal Caribbean’s Club Royale platforms can earn points by betting, dining, shopping, and traveling at any at participating Hard Rock venue or when they travel on Royal Caribbean and Celebrity ships.

Unity by Hard Rock loyalty members will receive discounts on Royal Caribbean and Celebrity vacations and can qualify for invite-only cruise giveaways. Top-tier loyalty members will also receive an annual complimentary cruise on select ships and itineraries,” according to a statement.

Hard Rock is the gaming unit of Florida’s Seminole Tribe. Royal Caribbean, which is one of the largest cruise operators in the world, is based in the same state and the two sides noted they are both among the biggest private sector employers in South Florida.

Royal Caribbean Expands Gaming Reach with Hard Rock Deal

Royal Caribbean, which sails under five brands, has long featured casinos on many of its ships and has been expanding that amenity. In February, the $1 billion Sun Princess – operated by Royal Caribbean’s Princess unit, set sail with the largest casino on record for a cruise ship.

However, some customers have complained that Royal Caribbean runs multiple gaming loyalty programs across its various brands, meaning points earned on a Celebrity ship aren’t combined with what travelers earn on Princess or Royal Caribbean boats.

It’s possible the arrangement with Hard Rock will allay some of those concerns. At the very least, it gives customers of the cruise operator another avenue for accruing points.

“Club Royale and Blue Chip Club members can make their Hard Rock visits even more memorable with exclusive discounts and perks at participating Hard Rock locations, including annual complimentary trips at select Hard Rock hotels and casinos worldwide for premium tier Club Royale and Blue Chip members,” according to the press release.

Inside Unity by Hard Rock

Unity by Hard Rock debuted earlier this year, replacing the gaming company’s previously used rewards program known as Wild Card. Unity features four tiers — Star, Legend, Icon, and X – and links all of the operator’s North American gaming venues as well as the Hard Rock Casino Punta Cana in the Dominican Republic. Points and tier credits can also be accrued via online wagering on Hard Rock platforms.

Seminole Gaming runs six gaming venues for the Tribe of the same name, but the Hard Rock brand is applied to significantly more casino hotels, including regional properties in Canada, the US Midwest, and the South as well as the Atlantic City Boardwalk in New Jersey.

Several Tribal casinos in California sport the Hard Rock name and are managed in by Seminole. The Tribe also operates the Mirage on the Las Vegas Strip and is vying for a casino license in Queens, NY.