In my opinion, RCCL suffers from an affliction called Weak Senior Management. Over the years, so many decisions seem to be reactive in nature. Not great visionaries there and I’ve sat in on webinars and “coffee talks” with a number of them. RCCL management tends to assume a “follower” strategy. It waits for the “others” to act and judges how the market responds before it makes a move. Not a novel strategy, many companies in many industries assume it. RCCL just doesn’t seem to have the people in place who can pull it off effectively.
BUT this decision to exclude D+ from the CL seems to be something that’s been in the works for some time. Yes, that seems to contradict what I just stated. I accept that. This change in D+ benefits probably has been on the burner for quite a few years. Call it: Loyalty Program Goes Wild. Loyalty programs are created to build and then maintain market share. As some above have suggested, thresholds to gain D and D-Plus are really quite low. RCCL used its loyalty program as a marketing tool and it’s turned around and bit it in the rear end. TOO MANY D and D+ passengers. Especially in regard to the lounges. First step taken: the current drink voucher program, which we prefer. However, I think this recent change in D+ benefits suggests the voucher program didn’t quite do the job. CLs are still being used to the point full-suite passengers have a hard time getting a seat…and, it follows, they complain. Rightfully so.
RCCL won’t ever share numbers but I’m confident that the Double Points program created a lot of D+. These lounges can only accommodate so many people.
D+ members don’t worry. Pinnacles will be next.