It really does seem like Celebrity is reconsidering its approach to loyalty benefits (and its most loyal customers). Itâs very possible that current loyalty features are rewarding undesirable behaviours that Celebrity are desperate to change. Elite happy hour is a perfect example. Celebrity wanted to change to all included for all passengers and the most vocal opponents? Elites who have worked hard to get their happy hour. The misjudgement eventually causing a very expensive backflip. Itâs going to be a while until they can get that product change back on track, and in the mean time the rest of the planned product and demographic related changes keep happening without the planned revenue to support them, thus the repeating shows and reduction in food quality. Celebrity have obviously misjudged their customers priorities but now plan b doesnât seem to be going so well.