MW Carnival Cruise Line's new loyalty program angers some customers. 'One of the dumbest things I've ever seen.'

By Charles Passy

The cruise company is making changes that will put greater emphasis on how much its guests spend, rather than how many days they sail

Carnival Cruise Line may tout its "fun ship" approach, but some of its loyal customers are saying there's nothing fun about the changes the company is making to its loyalty program.

Carnival $(CCL)$ announced earlier this week that it's revamping its VIFP (Very Important Fun Person) Club and turning it into the Carnival Rewards program. The key change: Members who previously obtained perk-rich status levels, from "Blue" to "Diamond," based on how many days they sailed with Carnival will now have to qualify through their spending, instead.

The changes won't take effect until June 2026, and existing VIFP Club members will retain their status levels for anywhere from two to six years after that, with the time period varying based on the level. But eventually, status will be determined by how much customers spend over a two-year period of time - not unlike how airlines have increasingly rethought their loyalty programs to focus more on spending than miles flown.

In Carnival's case, the spending can be through the purchase of cruise travel itself or certain activities and amenities onboard. Casino play on Carnival ships will also qualify.

The new Carnival program will also translate all that spending into points - and the points can be redeemed for rewards in a variety of ways, including for cruise fares and onboard experiences.

Additionally, a Carnival-branded credit card will offer the opportunity to earn rewards and status.

'It's like a game you can't win.'Ryan Rea, who cruises with Carnival a few times a year

While all this could stand to benefit Carnival customers, many have been quick to voice their displeasure over the fact the statuses they've worked to attain may eventually be gone. And they fear their future spending won't be great enough to earn it back, especially given the fact that Carnival is considered one of the more budget-friendly cruise lines.

"It's like a game you can't win," said Ryan Rea, a 37-year-old Miami resident who cruises with Carnival a few times a year.

Rea's view is echoed somewhat by Josh and Michelle Halstead, a married couple who have traveled with Carnival more than 20 times and share their experiences on their "Adventures Ahead" YouTube channel.

Michelle said this program change may have the couple thinking about trying other cruise lines more often. "I don't feel I need to be that loyal to Carnival," she said. Michelle added that one of the couple's favorite perks based on their current Carnival status is the free laundry service they get onboard.

On social media, some Carnival customers have been plenty vocal about their disappointment, too. "One of the dumbest things I've ever seen," said one about the program change, calling it an "absolutely terrible business decision."

And on the Cruise Critic website's community forum, a post about the change has yielded more than 1,000 replies, with many highly critical of the cruise line.

Carnival said it made the changes because so many of its customers were qualifying for higher-tier status that it became difficult to maintain the value and meaning of the program.

"When so many guests have elite status, it is much more difficult to make everyone feel special," said Carnival President Christine Duffy in a letter to Carnival guests. Duffy noted, for example, that the number of guests in its diamond tier - the highest - more than tripled from 2021 to 2024.

Hospitality-industry experts said that Duffy has a point and that Carnival's move reflects other changes in the loyalty landscape - for example, how airlines have tightened some status rules to avoid overcrowding at airport lounges.

At the same time, experts said there's no question that Carnival, like almost any company, is looking to improve its financial picutre. And the emphasis on encouraging spending - as opposed to just sailing - could be critical to that.

"Ultimately, it's about making sure this is driving the premium customers," said Nick Ewen, senior editorial director of the Points Guy website.

The irony, of course, is that Carnival - which ranks as the one of world's most popular cruise lines - is known not just for its signature fun vibe, but also the fact that it's relatively affordable in comparison to some other cruise brands.

'Carnival might be the first to come out with this, but I don't think they will be the last.'Chris Gray Faust, executive editor of Cruise Critic

Still, experts say the bottom line is the bottom line. And they wouldn't be surprised if other cruise companies followed Carnival's model and changed their loyalty programs in a similar fashion to encourage greater spending.

"Carnival might be the first to come out with this, but I don't think they will be the last," said Chris Gray Faust, executive editor of Cruise Critic.

Carnival acknowledged some of the backlash it's facing from customers. Company spokesman Chris Chiames said that's why Carnival announced the changes nearly a year in advance, giving guests "a chance to learn more."

Some Carnival regulars told MarketWatch they are hoping the new program will be tweaked before its implementation in 2026. Chiames said that whether or not that's really a possibility, "we're actively listening to the broad spectrum of feedback."

-Charles Passy

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June 20, 2025 17:24 ET (21:24 GMT)

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