Hard Rock International, the tribal casino giant, and Royal Caribbean Group, a leading cruise operator, have unveiled a comprehensive agreement last week. The agreement is set to revolutionize the travel and leisure loyalty programmes of both companies.

The partnership will allow members of Unity by Hard Rock, Celebrity Cruises’ Blue Chip Club, and Royal Caribbean’s Club Royale platforms to earn points not only by betting but also through dining, shopping, and traveling at any participating Hard Rock venue or while traveling on Royal Caribbean and Celebrity ships.

The collaboration is expected to bring a host of benefits to Unity by Hard Rock loyalty members. They will now be eligible for discounts on Royal Caribbean and Celebrity vacations and can qualify for exclusive, invite-only cruise giveaways. Moreover, top-tier loyalty members will be gifted an annual complimentary cruise on select ships and itineraries. Both Hard Rock and Royal Caribbean are based in Florida and are among the largest private sector employers in South Florida. Hard Rock is the gaming unit of Florida’s Seminole Tribe, while Royal Caribbean is one of the world’s largest cruise operators. The partnership is seen as a strategic move by Royal Caribbean to expand its gaming reach. The company, which operates under five brands, has long featured casinos on many of its ships and has been progressively enhancing this amenity. In February, the Sun Princess, a $1 billion ship operated by Royal Caribbean’s Princess unit, set sail with the largest casino ever seen on a cruise ship.

Expanding gaming reach

However, Royal Caribbean has faced criticism from some customers who complained about the company running multiple gaming loyalty programs across its various brands. This meant that points earned on a Celebrity ship were not combined with what travellers earned on Princess or Royal Caribbean boats. The new arrangement with Hard Rock is expected to address these concerns by providing customers with another avenue for accruing points. Club Royale and Blue Chip Club members can now look forward to making their Hard Rock visits even more memorable with exclusive discounts and perks at participating Hard Rock locations. Premium tier Club Royale and Blue Chip members will also be entitled to annual complimentary trips at select Hard Rock hotels and casinos worldwide. Unity by Hard Rock, which debuted earlier this year, replaced the gaming company’s previously used rewards program known as Wild Card. The new program features four tiers — Star, Legend, Icon, and X – and links all of the operator’s North American gaming venues, including the Hard Rock Casino Punta Cana in the Dominican Republic. Points and tier credits can also be accrued via online wagering on Hard Rock platforms. Seminole Gaming operates six gaming venues for the Tribe of the same name, but the Hard Rock brand is applied to significantly more casino hotels, including regional properties in Canada, the US Midwest, and the South as well as the Atlantic City Boardwalk in New Jersey. Several Tribal casinos in California sport the Hard Rock name and are managed by Seminole. The Tribe also operates the Mirage on the Las Vegas Strip and is vying for a casino license in Queens, NY.