Seabourn has confirmed enhancements to its loyalty program, “Seabourn Club”, to reflect the needs and preferences of today’s luxury traveller. The update follows feedback from a past passenger survey and trade partner feedback, scoping the response of Seabourn guests to tweaks to the scheme.
LATTE can exclusively reveal that survey included consideration for a name change of the program from ‘Seabourn Club’ to either: Seabourn Access, Seabourn Explorers, The Seabourn League, Seabourn Seafarers, Seabourn Society, Seabourn Insiders, Club Seabourn and Seabourn Legacy.
This latest update does not indicate if the enhancements will carry with it a new program name.
The revamp also includes a potential rejuvenated brand, with more active and young-at-heart imagery of guests.
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Launching 20 October 2025, the updated program will introduce new benefit options, accelerated access to loyalty level status, and a refined cruise award structure, enhancing the overall experience while continuing to offer one of the most generous loyalty programs in luxury cruising.
With these updates, Seabourn is deepening its commitment to recognising loyalty in more thoughtful ways, from Club Level benefits to complimentary award cruises. The revised program balances meaningful new benefits and recognition to ensure that loyalty is celebrated on every voyage.
“We recognise that guest preferences continue to evolve, and we’ve taken a closer look at how we can better align Seabourn Club with what today’s travelers expect, especially when it comes to faster access to meaningful benefits and enjoying a richer suite of onboard enhancements,” said Mark Tamis, President of Seabourn.
“Simple but important items such as complimentary upgraded Wi-Fi and laundry, will now be more attainable for guests who want those perks, making one of the industry’s top loyalty programs even stronger.”
The updates are grounded in extensive guest feedback, with a focus on delivering benefits guests can enjoy on every voyage. The revised program will keep signature benefits guests already know and enjoy, while adding new enhancements at select membership levels, including:
- New choice benefits for guests (certain restrictions apply):
- Upgraded Streaming Wi-Fi package beginning at Silver Member level
- Complimentary laundry beginning at Gold Member level
- Lower thresholds to achieve Silver, Gold, Platinum, Diamond, and Diamond Elite Member levels, allowing guests to unlock benefits earlier and more often. For instance, a guest will become a Silver Member with 15 points instead of 20.
The change will mean automatic Club Member level elevation for 23 percent of current Seabourn guests when the program goes into effect on 20 October 2025.
- Guests will now earn Seabourn Club Points for paid upgrades to penthouse and premium suites. This is in addition to the existing ways guests already earn Club Points.
- Diamond and Diamond Elite special events have been reinstated on every voyage.
Award Cruises Remain a Signature Benefit
Complimentary award cruises will continue to be a hallmark of the Seabourn Club experience, with a refreshed structure that allows guests to continue to build toward future cruise awards over time. Under the new program:
- Guests will earn a 7-day Club Award Cruise at 350 Club Days and an additional 14-day Club Award Cruise 110 Club Days later.
- After 460 Club Days, guests will then earn an additional 7-day Club Award Cruise every 110 Club Days.
Special Promotion for Guests Near a Milestone
Guests who are close to earning a Milestone Award Cruise under the current program will have an opportunity to do so before the updated program takes effect. From 15 July to 19 October 2025, Seabourn will offer a special booking promotion to provide guests with the opportunity to book eligible cruises and receive advance credit for those days prior to their voyage. This allows them to reach their Milestone Cruise Award under the current requirement, which is 140 redeemable sailed days for a seven-day cruise and 250 days for a 14-day cruise.
An email to past members indicates that existing members who do not make the switch “will no longer receive benefits associated with the Seabourn Club loyalty program and stop earning toward new benefits or Club levels.”