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.