Cruise Line Loyalty Platform
Cruise and travel loyalty platform
ReactorCX is the enterprise loyalty platform for cruise lines and travel operators whose guest relationship runs from booking, through days of onboard and shore activity, to the next voyage. It recognizes the guest across the fleet, rewards every revenue center in real time on one wallet, supports multi-currency and multi-language programs, and rolls out ship by ship without disrupting operations.
Rule
Sailing accrual with onboard folio
v6Funding Split
80/20
Line · Onboard partner
Billing
Billing: per sailing · monthly partner statement
Earning
Nights by cabin categoryOnboard spend by venue · Casino play: separate purseLimits
Per sailing capsCurrency converted at folio close · Agency-booked sailings includedApproved by Guest Loyalty · fleet operations notified
How this is measured
Count of member records held in live production ReactorCX programs, de-duplicated within each program; not active members. As of 2026-Q3.
How this is measured
Count of activities evaluated by the ReactorCX rules engine across all production tenants in the trailing 12 months. As of 2026-Q3.
How this is measured
Platform-wide API response-time service level. As of 2026-Q3.
How this is measured
Number of SafeSwitch production cutovers completed and the number completed with zero member-visible downtime. As of 2026-Q3.
How does ReactorCX run cruise loyalty on one engine?
Loyalty does not end at booking. Complex multi-day voyages, diverse activity onboard and onshore, global operations and infrequent travel between trips make cruise one of the most fragmented loyalty journeys in travel. ReactorCX runs it as one program.
Every revenue center, one guest profile
Spa bookings, casino play, specialty dining, shore excursions, retail and partner experiences earn in the moment. Upgrades and perks trigger on guest actions during the voyage, not after it. The same engine runs multi-property hospitality and gaming programs today. Hospitality
Unified passenger wallet and tiers across ships and brands
Points, tiers and redemptions follow the guest from ship to ship and brand to brand with no re-enrollment. Multi-currency and multi-region programs run from a single wallet with localized rules.
Multi-voyage rewards and engagement
Booking patterns, voyage preferences and lifetime value drive personalization. Cruise streaks, milestone achievements, tier races, gamified destination challenges across ports, and rewards for non-transactional behavior such as digital check-in keep the program alive between trips. Gamification
Linked profiles that earn and spend together
Families and travel groups link accounts to earn and redeem together, with recognition for shared milestones and recurring group travel. Referral rewards credit once the referred guest completes a booking.
Connect reservation, onboard and passenger systems without rip-and-replace
ReactorCX is headless and API-first. It connects to reservation systems, onboard POS, passenger management platforms and mobile apps over real-time APIs, event streaming or batch files, and centralizes program management across ships and lines of business. Dynamic tier management extends, matches or fast-tracks status based on behavior, spend or group activity.
Integration and Events · Integration Guides
Pre-cruise
Booking, stateroom upgrades, pre-sail offers and redemptions.
Onboard
Dining, spa, casino, excursions, retail recognized in real time on one wallet.
Shore
Port and partner activity captured through feeds and APIs.
Post-cruise
Tier progress, rebooking incentives and streaks toward the next voyage.
What happens to one sailing
One activity, evaluated once, with every downstream effect recorded and published. The same path a demo walks through, in the order the engine runs it.
Disembarked
Reservations and the onboard system send the sailing and folio close: line, ship, itinerary, nights, cabin category, onboard spend by venue and currency, booking channel
Evaluated
Nights, itinerary and cabin rules, onboard venue rules, partner and agency rules run in deterministic order
Arbitrated
Onboard offers, partner offers and pre-cruise purchases resolved to the best combination under the line's policy
Accrued
Points and tier nights to their purses, onboard credit where earned; the partner-funded share attributed to the concession wallet; casino play kept in its own purse
Recorded
Execution log stores which rules fired and who approved them; liability moves by line and currency; agency commission untouched
Published
Guest profile updated in reservations, business events to CRM and messaging, replication events to the warehouse, ledger lines to finance, funded lines to partner statements
See this run on a copy of your own cruise and travel activity.
See a parallel migrationThe detail your team will want to check
Expand what you need.
The whole journeyBefore, during and after the sailingA cruise guest's loyalty moments start months before embarkation and continue long after the ship docks. ReactorCX is in all of them, through the same rules, the same purses and the same ledger, in whichever integration mode the moment needs.
Earn preview, member fares and awards at booking
The booking engine asks ReactorCX what a sailing earns by cabin category and itinerary, whether the member fare applies, and what a sailing or a package costs in points or points plus cash. Pre-cruise purchases earn under their own rule.
Status recognised, folio earning at sea
Embarkation reads status and entitlements from the guest record. Onboard spend accrues in the onboard currency as folio lines post, and onboard credit is redeemed against the folio, with the onboard system syncing as connectivity allows.
Cancellations, itinerary changes, partners and retro claims
A cancelled sailing returns the award to the purse and a changed itinerary is repriced from the original record. Partner air, hotel and card activity post to the same balance, and a missing-credit claim is validated against the folio.
| Moment | What the guest sees | What ReactorCX does | Integration mode |
|---|---|---|---|
| Search and booking | What this sailing earns in points and nights, and whether the member fare applies | Quotes earn by cabin category, itinerary and status; serves the member fare as an entitlement; nothing accrues yet | Real-time API |
| Booking offers | Cabin upgrade, dining, drinks and excursion package offers in the flow | Evaluates eligibility and arbitrates offers by line, sailing, status and rules; reserves the offer when accepted | Real-time API |
| Award and mixed payment | A sailing or an onboard package priced in points, or points plus cash | Quotes the redemption from the burn policy, holds it at booking, confirms it at sail date, releases it if the booking lapses; a change is repriced from the same purse | Real-time API |
| Pre-cruise purchases | Excursions and packages bought before sailing earn now or at sailing, as the program decides | Evaluates pre-cruise purchases as activities, holding the accrual until embarkation where the rule says so | Real-time API and events |
| Embarkation and onboard | Status at check-in; onboard spend earns in the onboard currency; onboard credit redeemed against the folio | Serves status and entitlements; accumulates folio lines from the onboard system; applies redemptions to the folio | Onboard system, synced as connectivity allows |
| Cancellation and itinerary change | A cancelled sailing returns points; a changed itinerary is repriced; a missed port adjusts the earn | Reverses or reprices the redemption and the accrual basis from the original record; refunds in the original currency mix; agency commission untouched | API or batch from reservations |
| Disembarkation | Points and nights post at folio close | Evaluates the sailing and folio close once, as traced above; converts onboard currency under the line's rules | Batch from the onboard system |
| Partner activity | Partner air, hotel, car and card activity on the same balance | Evaluates partner files or real-time calls as activities; bills the partner wallet at the contracted rate | Batch file or real-time API, per partner |
| Retro claims and adjustments | Missing credit claimed in the app; guest services adjust with a reason | Validates the claim against the folio record; adjustments within authority, approval beyond it, all in the audit trail | Member Care Portal and API |
| Status and next sailing | Lifetime status maintained; offers for the next sailing | Evaluates status on nights and sailings; publishes business events for the next-sailing offer | Events |
Every row reads and writes the same guest record and the same ledger. The mode is a choice per system, not per program. Detail in the integration model and the reversal and cancellation reference flow.
ReactorCX speaks the cruise and travel data modelOne activity record, every dimension a cruise and travel program tracksReactorCX holds every event in one extensible record, so every field stays searchable and actionable across the console, the API, the warehouse and reporting. Add a field…
ReactorCX holds every event in one extensible record, so every field stays searchable and actionable across the console, the API, the warehouse and reporting. Add a field once and it propagates everywhere. Marketing, operations and finance query the same record the source system wrote.
Data model documentation
Core activity
Member ID · type · date · channel · value
Sailing
Line · ship · itinerary · nights · cabin category · booking channel or agency · region
Onboard
Venue spend · excursions · spa · casino purse · currency · pre-cruise purchases
Funding and settlement
Line · onboard concession partner · agency · funding split · settlement party
Same engine, configured for cruise and travelWhat stays the same, and what adaptsReactorCX is one engine. What changes for a cruise and travel program is the signals it reads, the currencies it holds, the offers it arbitrates and the organisation it settles to. All of it is configuration, versioned and approved, not custom code.
| Dimension | Same in every industry | Configured for cruise and travel |
|---|---|---|
| Signal | One activity record per event, from any channel, evaluated once | Sailing and folio close from reservations and the onboard system, excursion and spa point-of-sale, partner files, app activity |
| Currency | Any number of currencies and purses, each with source, expiry and burn order | Points plus tier nights; onboard credit; multi-currency with source retained; casino play in its own purse |
| Status | Tiers with configurable qualification and requalification | Central: nights or sailings with lifetime status, cabin-category multipliers, soft landing |
| Offers | Offer library with eligibility, stacking, suppression and limits | Onboard and shoreside offers, pre-cruise purchase offers, partner offers; arbitration by line policy |
| Funding | Partner wallets, source-tagged accruals, settlement from lineage | Line and concession co-funding; shoreside and hotel partner settlement; agency commission untouched |
| Organisation | Multi-brand, multi-region, per-entity economics on one instance | Lines, ships and regions on one instance; agencies and partners as settlement parties |
| Servicing | Member Care Portal with line-level history and governed adjustments | Sailing-level history with folio lines; onboard and contact-centre adjustments without escalation |
Other industries swap the signal and keep the engine: a grocer's basket, an airline's flown segment, a hotel's folio close. The engine and the ledger do not change. All industries
Balances that stay reconciled across currencies and regions
A guest earns in one currency, spends onboard in another and redeems in a third, while the line reports by region and settles with concession partners.
One balance, any currency
Onboard spend is converted at folio close under the line's rules and accrued to one balance with its source currency retained, so the guest sees one number and finance sees the lineage.
Concession and partner settlement
Onboard partners and shoreside partners are settled from the funded lines in the ledger, statement by statement, without a manual true-up.
Liability by line and region
Outstanding points and nights are reported by line, region and currency from the same record, so regional finance teams read their own number.
| Who looks | What they see | Where it comes from |
|---|---|---|
| Guest | Points and nights earned, onboard credit used, offers for the next sailing | Accruals on the activity |
| Onboard revenue | Venue spend lift and offer redemptions by ship against a control group | Promotion dashboards on the execution log |
| Guest loyalty | Program performance by line, itinerary and region | Same execution log, rolled up |
| Finance | Liability by line, region and currency, partner settlement, and the export to the general ledger | Ledger export at transaction level |
Partner wallets and settlement are documented in the partners and funding concept; the ledger in the ledger and lineage concept.
What each cruise and travel stakeholder will want to check
- Guest loyalty and marketingCan we run onboard and shoreside offers by line and see lift by ship?Capability map above; promotion dashboards
- FinanceDoes liability by line, region and currency reconcile, and do partner statements match?Financial integrity; the currency section above
- Onboard revenue and hotel operationsCan guest services see status and balance onboard and adjust at the desk?Member Care Portal
- IT (reservations and onboard systems)How do reservations, the onboard system and the app connect, including at sea?System map below; integration guides
- Trade and agency relationsDo agency-booked sailings earn the same and leave commission untouched?Funding row above; partners and funding
How ReactorCX fits a cruise and travel estate
Reservations, onboard folios, the app and partner systems feed ReactorCX before, during and after a sailing.
Earn is based on nights, itineraries and onboard spend, tier benefits follow the guest onboard, and multi-currency balances stay reconciled across regions.
Nothing here replaces a system you already run. Cruise & Travel channels keep their own systems of record; ReactorCX holds the loyalty state, and publishes what it decides back to them.
Which ReactorCX capabilities matter most for cruise and travel?
| Need | ReactorCX capability |
|---|---|
| Real-time passenger engagement | Instant earn on onboard purchases, excursions and spa; upgrades and perks triggered by guest actions |
| Unified passenger wallet | Points, tiers and redemptions across ships, voyages and brands; multi-currency, multi-region |
| Personalized onboard offers | Offers by activity, venue, time of day or guest profile; casino, dining, spa and excursion promotions in real time |
| Gamification and voyage streaks | Cruise streaks, milestone achievements, tier races, destination challenges |
| Passenger self-service | Rewards, tier status and offers in real time; pre-cruise redemptions and upgrades |
| Onboard staff insight | Member Care Portal with guest-level status, balances and history |
| Financial integrity | Liability by brand, ship and currency; partner and concession settlement from lineage |
| Ship-by-ship rollout | SafeSwitch parallel run and gated cutover |
Liability and settlement model on Financial Integrity.
Security and compliance
Enterprise-grade deployment across regions
AWS cloud-native with role-based access, encryption, OIDC SSO, audit trails and two privacy modes for regional requirements. SOC 2 Type II and ISO/IEC 27001:2022, with dates and scope on the Trust Center.
Migration
Roll out without disrupting a sailing
SafeSwitch runs ReactorCX in parallel with the legacy program, reconciles balances and outcomes, and supports ship-by-ship or fleet-wide cutover only when parity is proven. Guests keep earning and redeeming through the switch.
Frequently asked questions
How does a loyalty platform handle multi-day voyages and diverse onboard activities?
ReactorCX processes every onboard revenue center in real time as activity on one guest profile: dining, entertainment, spa, shore excursions, casino play and retail. Pre-cruise booking, onboard spend and post-cruise engagement roll up to one wallet and one tier across the fleet.
Can the platform handle international operations with multiple currencies and languages?
Yes. ReactorCX supports multiple loyalty currencies, localized rules, language and eligibility by market, and two privacy modes for regional data requirements.
Will implementing a new loyalty platform disrupt operations or the passenger experience?
SafeSwitch runs ReactorCX in parallel with the legacy program, reconciles balances and outcomes, and supports ship-by-ship or fleet-wide cutover only when parity is proven, so guests keep earning and redeeming through the switch.
Can guests redeem points for a sailing or onboard packages when booking?
Yes. Award pricing, points-plus-cash and package redemption run on the real-time API, so the booking engine can price a sailing, a cabin upgrade or a dining or excursion package in points. Redemptions are held at booking and confirmed at the sail date.
What happens when a sailing is cancelled or the itinerary changes?
A cancelled sailing returns the award to the purse and refunds the original currency mix. A changed itinerary or a missed port is repriced from the original record, so the earn and the redemption follow what was actually sailed. Agency commission is untouched, and every adjustment is in the audit trail.
See the voyage lifecycle on one platform.
Model Your Loyalty Program maps your brands, ships, currencies and onboard revenue centers into ReactorCX.