Hard Rock Announces Massive New Loyalty Program Deal With Royal Caribbean and Celebrity Cruises

by Mia Taylor
Last updated: 9:05 AM ET, Fri April 26, 2024

Hard Rock International, Seminole Gaming, Royal Caribbean International, and Celebrity Cruises are joining forces in a global partnership deal that will let travelers take advantage of perks and discounts across all four of the powerhouse brands.

As part of the massive deal, millions of customers who are members of each brands’ loyalty and casino rewards programs will now have access to “reciprocal benefits.”

The loyalty programs include Unity by Hard Rock, Royal Caribbean’s Club Royale, and Celebrity Cruises’ Blue Chip Club. Moving forward, members of all of the programs will earn reciprocal benefits anytime they play, stay, dine, or shop at participating Hard Rock locations or sail on any Royal Caribbean or Celebrity ships.

“We see this as a marriage made in heaven,” Jeff Hook, executive vice president and chief marketing officer of Seminole Hard Rock Support Services, told TravelPulse during a recent interview.

"If you’re customer of Hard Rock, now you don’t just have benefits with Hard Rock, you also have benefits with Royal Caribbean and Celebrity. And conversely if you're a Royal Caribbean or Celebrity member, you now have benefits with Hard Rock.”

Icon of the Seas (left) docked at Perfect Day at CocoCay next to Vision of the Seas (right). (Photo Credit: Eric Bowman)

Hook described the new partnership as a “no limits” opportunity for customers. Most notably, as a result of the new partnership, travelers who are loyalty members will receive the following perks:

-Unity by Hard Rock loyalty members get discounts on Royal Caribbean and Celebrity vacations and will be able to qualify for invite-only cruise giveaways.  

 The exact amount of the discount Unity members will receive on cruise vacations will vary based on the individual’s level of membership, but could be as low as 5 percent or may amount to an entirely free cruise vacation, Hook said.

-Top-tier Hard Rock loyalty members will also receive an annual complimentary cruise on select ships and itineraries.

-Royal Caribbean’s Club Royale and Celebrity Cruise’s Blue Chip members get exclusive discounts and perks at participating Hard Rock locations, including annual complimentary trips at select Hard Rock hotels and casinos globally for premium tier Club Royale and Blue Chip members.

 The new deal also includes a special discount for employees of all the brands involved in the partnership. They will get a 20 percent discount on food, nonalcoholic beverages, select retail and select Royal Caribbean and Celebrity vacations. Global team members of the combined companies in Florida alone total more than 20,000 people.

Hook called the sprawling new partnership between Hard Rock, Seminole Gaming, Royal Caribbean, and Celebrity Cruises a natural fit, particularly given that the brands operate in many of the same locations.

“We have 49 cafes and 10 hotels in their [Royal Caribbean’s and Celebrity’s] various ports and that’s growing to 100 over time,” he explained.

Further underscoring the synergy of the deal, Hard Rock’s own research shows that its customers are eager to spend more time cruising. And they’d like to do so with the two companies that are part of the new loyalty program partnership.

“Over 60 percent of customers said they are likely to cruise in next two years…and Royal Caribbean and Celebrity Cruises were the top two preferred cruise lines by our guests," Hook told TravelPulse.

The new deal allows Hard Rock International and Seminole Gaming customers and employees to take their interest in all things entertainment, traveling, dining and gaming to the high seas, said Hook. And they can do so with the new perks all along the way. Similarly, Royal Caribbean and Celebrity Cruises customers and employees can enjoy new perks while exploring Hard Rock offerings.

“We really looked at this as how do we approach this in terms of creating opportunities for customers and employees,” Hook added.