When Virgin Voyages first announced the launch of their Sailing Club Loyalty Program, they shared how every dollar spent would earn toward future “tokens” that would determine your status with the line. Tokens were originally slated to roll out in 2023, however, this component of the program has still yet to materialize. But recent emails and focus could signify that Virgin Voyages loyalty program changes are finally on their way.
Sailing Club Tokens
When we first heard about the spend-based tokens, we worried that The Virgin Group might try to model their cruise loyalty program off of airlines. Spend-based, credit card-focused, and status that expires. We predicted in 2022 that this would be bad for cruisers and likely set off changes across the industry. In fact, we posted a video to YouTube. It was titled: “How Virgin Voyages Sailing Club Loyalty Program Could Change Cruise Loyalty Programs Forever.“
Virgin Voyage’s Sailing Club press release states that Tokens would “fast-track Sailors” to status. Some would earn three tokens per dollar, others would earn four tokens per dollar. Whatever the earning ratio, the spend-per-dollar would all be applied toward earning status.
Thankfully, Blue Extras and Deep Blue Extras are still alive and well. As of now, perks are based solely on how many cruises you take with the cruise line. Also known as LOYALTY. As DBE Sailors, we appreciate our premium wifi, daily coffees, laundry, bar tab, and all of the other amenities that come from being loyal to the brand.
Carnival Cruise Line Steals the Show
We saw the writing on the wall for a spend-based program on Virgin Voyages given their higher price point and more affluent consumer. But what we never saw coming was Carnival Cruise Line’s shock. The brand upended the cruise world announcing the end of their VIFP Loyalty Program in favor of a spend-based program! They effectively stole Virgin Voyages playbook! Instead of the “tokens” that Virgin Voyages proposed, Carnival cruisers now earn “stars” toward their status. Every dollar spent earns you 3 stars. Want even more? The cruise line will push you to sign up for their new Carnival Rewards Mastercard.
Given the fact that Carnival has been a low cost leader in the cruise industry for many years, we were appalled to see the spend requirements needed just to maintain our current lifetime Diamond status. If we don’t achieve the spend? Bye bye perks and status. Exactly what we predicted when Virgin Voyages rolled out Sailing Club and teased the concept of tokens.
Are Virgin Voyages Loyalty Program Changes Coming?
On September 3, 2025, I received the below email from Virgin Voyages that has me wondering, are Virgin Voyages loyalty program changes coming? Masked as a celebration of the cruise line’s newest ship, Brilliant Lady, Virgin is pushing a “75,000 Virgin Points Boarding Bonus” when you sign up for… you guessed it: The Virgin Red Rewards Mastercard!
To mark the exciting debut of our newest ship, Brilliant Lady, we’re offering you an exclusive rewards opportunity. Open a new Virgin Red Rewards Mastercard using the Get Details & Apply Now link below between 9/3/2025-9/5/2025 and earn a 75,000 Virgin Points Boarding Bonus when you spend $4,000 in the first 90 days.
That’s even more points to put toward your next unforgettable Virgin Voyages adventure aboard Brilliant Lady—or any of our ships.
This offer is being sent to you as a valued sailor. Act now before it sets sail on September 5.
Apply today and sail into Brilliant Lady’s inaugural season with bigger rewards.
While one email in itself doesn’t guarantee Virgin Voyages Loyalty Program changes are coming, the focus on the credit card, spend, and urgency behind the offer does raise eyebrows.
Future of Cruise Line Loyalty Programs
Considering Carnival is the largest of all of the cruise operators out there, it’s not a stretch to envision other cruise lines following suit. On Royal Caribbean’s latest earnings call, their CEO talked about changes coming to their credit card offering – with a stronger focus on the product and spend.
Virgin Voyages was poised to be the first domino to tip when they teased spend-based Tokens 3 years ago. Now, with a stronger push to their credit card product, increased focus on profitability, and another cruise line taking the lead, it appears that Virgin Voyages loyalty program changes could be just around the corner.
What do you think? Is it a natural evolution for the industry, or another greedy move by a big corporation? Let us know in the comments below.