American Cruise Lines, Guilford, Conn., which operates small ships (150 or fewer passengers) in the inland waterways and rivers throughout the United States, recently changed its loyalty program to provide additional benefits to loyalty club members.
The company offers cruises throughout the U.S., focusing on destination-based cruises in the Northeast, on the Mississippi, in Alaska, and other similar destinations.
“We’ve had the loyalty program for a number of years and we have a high number of repeat customers; many of our customers have traveled with us 20 times or more; several customers travel with us a couple of times or more a year,” Britt Rabinovici, American Cruise spokesperson, told Loyalty 360. “We felt that we needed to provide our best customers with better incentives to reward their loyalty and we wanted to give people who just started traveling with us a real objective for travelling with us again.”
The two biggest additions to American Cruise Line’s loyalty program, known as its Eagle Society Program, are a free cruise upon completion of 10 American Cruise Line voyages and free shore excursions after the third trip with the company.
The shore excursions, which typically cost extra, include local historical tours, visits to local museums and similar events.
Following their first cruise on one of the American Cruise Lines' 30 different itineraries, most of which sail at about 75 percent of capacity, guests receive an invitation to join the Eagle Society. The company has expanded its offering recently, offering passengers expanded destination possibilities and an alternative to the large, traditional cruise lines.
“Unlike the large cruise lines, our focus in more on the destination than on board,” Rabinovici said.
Among the other benefits that Eagle Society program members now receive include:
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Special Eagle Society gifts ranging from customized officers jackets to champagne. The variety of gifts has been expanded, Rabinovici said.
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Customized luggage name tags that indicate the number of cruises taken by each member.
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Invitations to exclusive Eagle Society cruises hosted by company executives, which include special tours, receptions and entertainment.
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Hometown VIP access: When an American Cruise Lines ship is in a port near a member's hometown, the company will extend an invitation to come aboard for lunch or dinner.
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Non-guest visitation and dining rights. When in port, members may invite friends or family aboard for a tour of the ship or to join them for meals.
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Eagle Society-only savings and promotions.