n a move that has sent shockwaves through its loyal customer base, Carnival Cruise Line has officially replaced its long-standing VIFP (Very Important Fun Person) Club with a new loyalty structure called Carnival Rewards. The change, implemented quietly in June 2025, marks a significant shift in how repeat cruisers are recognized and rewarded—and not everyone is happy.
Unlike the VIFP Club, which granted status based on the total number of cruise days sailed, the new Carnival Rewards program ties tier progression to onboard spending, not just sailing frequency. Guests are now rewarded for how much they spend on cruises, excursions, dining, and other onboard purchases—a model similar to airline frequent flyer programs but a major departure from Carnival’s previous approach.
The reaction from longtime Carnival fans has been overwhelmingly negative. Frequent cruisers who reached Platinum or Diamond status through years of loyal sailing are expressing frustration, with many describing the shift as a betrayal. Social media platforms and cruise forums have been flooded with posts from disgruntled guests who feel the change devalues their long-term loyalty and prioritizes wealth over commitment.
“I’ve been cruising with Carnival for over 15 years and reached Diamond status through dedication,” wrote one guest on a popular forum. “Now someone who sails once a year but spends a fortune at the bar gets better perks than I do? That’s not loyalty—it’s just spending power.” Comments like this highlight growing concerns that the new system alienates core customers in favor of short-term profit.
Critics argue that Carnival is following an industry trend toward revenue-based loyalty models, which often boost short-term income but risk damaging long-standing brand trust. By incentivizing guests to spend more rather than cruise more, Carnival may be undermining the very culture of repeat, budget-conscious travelers that helped build its success.
In defense of the change, Carnival representatives say the new program is designed to “better align rewards with overall guest engagement and investment.” They add that Carnival Rewards will offer “enhanced benefits, targeted offers, and a more dynamic way to experience cruising.” However, the company has not yet released full details on how spending thresholds are calculated or what perks differ across new tiers.
The timing and lack of communication surrounding the rollout have also drawn criticism. Many guests report receiving vague or no notification of the switch and only discovered it while preparing for upcoming cruises. The absence of a clear transition plan for existing VIFP members has left some travelers feeling blindsided, unsure how their previous cruise history will now be honored.
As Carnival continues to expand its global fleet and onboard offerings, the cruise line’s new loyalty direction could reshape its customer base. Whether the Carnival Rewards program will succeed in attracting high-spending guests without alienating long-time cruisers remains to be seen. One thing is clear: a once-devoted community of VIFP members is watching closely—and speaking out.
