Carnival Cruise Unveils New “Carnival
Rewards” Program: A Bold Shift Toward Spend-Based Loyalty
In a move poised to redefine cruise loyalty, Carnival Cruise Line has officially announced its all-new rewards program, Carnival Rewards, set to launch on June 1, 2026. Replacing the long-standing VIFP (Very Important Fun Person) Club, the new system introduces a spending-based model that closely mirrors popular airline and hotel loyalty programs. The program promises more ways to earn and redeem points, but also introduces stricter requirements to maintain elite status—sparking both excitement and criticism among loyal cruisers.
Under the new structure, guests will earn three points for every dollar spent on eligible purchases, including cruise fares, shore excursions, specialty dining, spa treatments, and onboard activities. Unlike the previous VIFP program, which was based solely on the number of nights sailed, Carnival Rewards places a greater emphasis on overall customer spending. This change is intended to reward not just frequent cruisers, but high-value guests who invest more in their vacation experiences.
A key feature of the updated program is its dual-points system, where guests accumulate both Points (for rewards redemption) and Stars (to determine loyalty tier status). Status levels—Red, Gold, Platinum, and Diamond—will now be earned based on how much guests spend rather than how often they sail. Stars will reset every two years, requiring members to requalify to maintain their tier, a significant shift from the VIFP program where tier status was permanent once achieved.
To accelerate point accumulation, Carnival is introducing a new Carnival Rewards Mastercard, issued in partnership with Barclays. Cardholders will earn rewards on both cruise and everyday purchases, allowing them to build status and earn redeemable points even when not at sea. This opens up the possibility for guests to reach elite tiers faster through daily spending, similar to how airline credit cards boost frequent flyer status.
While the program is designed to be more flexible and rewarding for big spenders, it has drawn mixed reactions from long-time cruisers. Many loyal passengers who earned their status over years of sailing feel the new structure diminishes their efforts. Critics argue that requiring guests to maintain elite status every two years favors wealthier travelers and may alienate budget-conscious cruisers who value consistency over luxury.
Carnival has taken steps to ease the transition. Current VIFP members will have their status grandfathered into the new system, ensuring no one loses their tier when the new program launches. Status will remain valid until May 31, 2028, with Diamond-level guests given until 2032 before requalification is necessary. Additionally, all FunPoints from the existing Carnival Mastercard will transfer seamlessly to the new Carnival Rewards system.
Despite the initial pushback, financial analysts view the change as a savvy business move. Spending-based loyalty programs have proven effective in other industries, as they help businesses better identify high-value customers, increase onboard revenue, and improve personalization. Investors appear optimistic, with Carnival’s strong financial performance suggesting that the long-term benefits of the new program may outweigh the short-term friction with its most vocal customer base.
Ultimately, Carnival Rewards marks a strategic shift toward a modern, spend-centric loyalty model. While some may mourn the end of VIFP’s simplicity and permanence, the new program offers expanded earning potential, customizable rewards, and greater integration with customers’ day-to-day spending. Whether it’s a leap forward or a loyalty misstep will depend on how well Carnival balances exclusivity with inclusivity as it sets sail on this new course.
