In a bold expansion of gaming at sea, Royal Caribbean is doubling down on casino experiences with two strategic moves: a landmark global partnership with Hard Rock International and Seminole Gaming, and the transformation of entertainment venues aboard its newest ships into expansive, non-smoking casinos.
These developments mark a significant shift in cruise-based gaming, giving land-based and maritime casino players more incentives, more space, and less smoke.
Industry Titans Join Forces: Hard Rock and Royal Caribbean Roll Out Loyalty Link-Up
Royal Caribbean International and Celebrity Cruises last week announced a sweeping partnership with Hard Rock International and Seminole Gaming. The collaboration connects the companies’ loyalty programs — Club Royale, Blue Chip Club and Unity by Hard Rock — and brings enhanced gaming benefits to millions of players across their global footprints.
“Hard Rock International and Seminole Gaming are thrilled to help our valued guests and team members bring their love of entertainment, traveling, dining and gaming to the high seas,” said Jeff Hook, EVP and CMO at Seminole Hard Rock Support Services. “This incredible ‘no limits’ partnership with our South Florida neighbors at Royal Caribbean International and Celebrity Cruises means bigger perks for players everywhere.”
Per the agreement, top-tier Unity by Hard Rock loyalty members can now unlock:
- Exclusive discounts on cruises with Royal Caribbean and Celebrity
- Entry to invite-only cruise giveaways
- An annual complimentary cruise on select ships and itineraries
On the flip side, premium Club Royale and Blue Chip Club members will receive discounts and perks at Hard Rock hotels and casinos globally — including free annual hotel stays.
“Hard Rock is the perfect partner for Royal Caribbean and Celebrity Cruises,” said Jesse Hopfinger, SVP of Onboard Revenue at Royal Caribbean International. “This partnership expands how our guests experience gaming, dining, and entertainment from ship to shore — offering even more ways to win.”
The partnership was launched with a star-studded event the Seminole Hard Rock Hotel & Casino Hollywood on April 26, followed by onboard festivities and giveaways — including branded merchandise and the debut of the Messi Burger at sea.
Smoke-Free Gaming Takes Over on Utopia of the Seas
Coinciding with the loyalty integration, Royal Caribbean has launched an ambitious retrofit aboard Utopia of the Seas to expand its non-smoking casino footprint. The cruise line is transforming The Attic, formerly a comedy club and nightclub, into a full-fledged non-smoking casino.
“We’ve listened to our guests for years,” Michael Bayley, CEO of Royal Caribbean International, told RoyalCaribbean blog. “There’s a growing demand for non-smoking gaming environments, and we’re delivering exactly that.”
The renovation displaces comedy performances, which will now take place in the larger Royal Theater. Meanwhile, the Crown Lounge (for Diamond-level Crown and Anchor Society members) moves to Deck 16, taking over space formerly dedicated to the Teen Club.
Sister ship Wonder of the Seas will undergo similar changes later this year as it begins short 3- and 4-night cruises from Miami in September.
A Clear Bet on the Non-Smoking Player
Royal Caribbean’s shift reflects a growing industry trend: catering to casino players who prefer a clean-air gaming experience. While smoking remains permitted in designated casino areas (with restrictions), passenger feedback has made clear the demand for non-smoking spaces.
Royal Caribbean has already converted Jazz on 4 clubs and the Vintages bar on Freedom of the Seas into smoke-free casinos. The expansion aboard Utopia of the Seas and Wonder of the Seas cements the cruise line’s strategy to serve a broader segment of casino clientele.
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