Virgin Voyages intros loyalty status match program

Virgin Voyages has introduced a loyalty status match to reward frequent travelers from competing brands, according to a report by Cruise Hive.

The program allows guests to match high-level status from more than 35 loyalty programs across cruise lines, hotels and airlines. This grants new Virgin Voyages "Sailors" instant benefits like complimentary laundry service, premium coffees and exclusive cocktail parties upon boarding one of the line's four "ladyships."

"Loyalty programs have gotten it backward," Nirmal Saverimuttu, CEO of Virgin Voyages, said in the report. "They ask for more, give less and call it a reward. We're flipping that."

Eligible cruise programs include status tiers from Azamara, Carnival, Celebrity, Disney, Holland America, Norwegian, Oceania, P&O, Princess, Royal Caribbean and Windstar. Airline and hotel programs such as Delta SkyMiles, United Mileage Plus, Hilton Honors, and Wyndham Rewards are also accepted.

"You earned your status," Saverimuttu said. "Other programs responded by taking more and giving less. We're responding by opening our doors and saying: we see you, we appreciate you, come sail with us."