Celebrity Cruises Snares Platinum Award at Loyalty360 Awards

Several impressive brands walked away with various honors at the Loyalty360 Customer Loyalty Awards held Wednesday night at the 10th annual Loyalty Expo.

Platinum, Gold, Silver, and Bronze awards were handed out in the following categories: Loyalty & Rewards Program; Technology & Trends; CX & Engagement; Customer Insights; Creative Campaign; Measurement; and the 360-Degree Award.

Heathrow Airport (Loyalty & Rewards Program); Caesars Entertainment (Technology & Trends); Chicken Salad Chick (Customer Insights); Royal Caribbean (Creative Campaign); Barclaycard (Measurement); Caesars Entertainment (360-Degree Award); and Celebrity Cruises (CX & Engagement) garnered the prestigious Platinum awards.

For Celebrity Cruises, which sees customers, on average, every 20 months, the customer experience and engagement factors pose a distinct challenge.

Lee Moreau, director, loyalty marketing and captains club, Celebrity Cruises, said the company’s Captain’s Club loyalty program has 3.5 million members. But, given the long periods of time between return trips for customers, the challenge is real and apparent.

“It’s important we’re providing relevant destinations and onboarding experiences,” Moreau said. “We have a plethora of incredible experiences.”

Moreau said the company provides Modern Luxury cruise vacations to almost 1 million guests annually. Celebrity Cruises is the premium cruise line to its sister brand, Royal Caribbean.

“We have 12 ships that sail to all seven continents (and the Galapagos Islands),” Moreau said. “We have the richest portfolio of benefit offerings across all of our tiers. When they do visit, they stay for an average of 10 days. We have to provide a combination of relevant destinations and onboard experiences. Our challenge is to keep them engaged and entertained (24-7). They can be as busy or as un-busy as they want, but we need to provide options.”

Celebrity Cruises offers two to three special loyalty cruises per year.

Some examples of this include:

Takeover of an entire village in Tuscany for dinner and wine tasting

Designed a special ballet performance in St. Petersburg, Russia

CEO−hosted exclusive tours like a helicopter ride over the Castles of Denmark

Brought four ships into port in St. Maarten for a Demi Lovato concert that was featured on Ryan Seacrest’s
New Year’s Rockin’ Eve 2016, which led to 159 million media impressions.

In a sea of sameness, Celebrity Cruises strives to “X-ceed our Guest X-pectations !!!”

Here are the complete results of the Loyalty360 Awards:

Loyalty & Rewards Program
Platinum:  Heathrow Airport
Gold: Barclaycard
Silver: The North Face
Bronze: Pizza Hut
Technology & Trends
Platinum: Caesars Entertainment
Gold: Nissan
Silver: GameStop
Bronze: Ryder
CX & Engagement
Platinum: Celebrity Cruises
Gold: Caesars Entertainment
Silver: Ubisoft
Bronze: Deutsche Telekom AG
Customer Insights
Platinum: Chicken Salad Chick
Gold: Caesars Entertainment
Silver: Arkansas Blue Cross Blue Shield
Bronze: Dell Technologies
Creative Campaign
Platinum: Royal Caribbean
Gold: Domino’s
Silver: Marvel
Bronze: Citizens Bank
Platinum: Barclaycard
Gold: KKBox
Silver: IHG
Bronze: Deutsche Telekom AG
360-Degree Award
Platinum: Caesars Entertainment
Gold: Barclaycard
Silver: Deutsche Telekom AG
Bronze: Celebrity Cruises

Presented by Loyalty360 – Association for Customer Loyalty, Loyalty Expo has earned the reputation of being one of the industry’s premier events.

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