P&O Cruises introduces new loyalty scheme

Cruise company P&O Cruises is overhauling and rebranding its loyalty scheme as the P&O Cruises Peninsular Club from April next year.

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The new scheme will replace The Portunus Club and will have six tiers and “significant” new benefits.

The company says that the decision to relaunch the club is based on passenger feedback. The Portunus Club had three “tiers” named ruby, sapphire and gold categories, the new Peninsular Club will have six distinct tiers, Atlantic, Pacific, Mediterranean, Caribbean, Baltic and Ligurian.

It has been designed to reflect the brand’s heritage and its world-wide footprint. The tier names come from oceans and seas of the world and are arranged in order of size with the smallest in the club being Ligurian. This tier is reserved exclusively for P&O Cruises most loyal and frequent cruisers.

Benefits of the club include an on board discount ranging from 5 -10%, a complimentary celebratory drink on sailing, a pressing service and discounted laundry together with early embarkation, an exclusive travel insurance offer, early booking offers and early cabin access.

During the next year, passengers will continue to earn 10 points for every night spent on board any of the P&O Cruises ships and these will contribute towards their tier status in April 2012 when the total points will be transferred over to the new P&O Cruises Peninsular Club.

The two top tiers, Baltic and Ligurian, will be exclusive to those holding more than 2,500 points and who have spent more than 80 nights on any P&O Cruises ship within the three years prior to the start of their cruise.

P&O Cruises managing director, Carol Marlow says: “The review of the existing scheme and introduction of the P&O Cruises Peninsular Club has been shaped by our customers’ experiences and their comments which demanded a more exclusive club, so we have kept the popular elements from The Portunus Club, and added new ideas, many of which came from our passengers.

“The top two tiers offer benefits only open to an exclusive group of our most loyal and regular passengers, and membership will only be granted on a cruise by cruise basis. This is a new loyalty club for a new era of cruising.”

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