Does Oceania have the best frequent cruiser program?

Does Oceania Cruises have the best frequent cruiser program in the industry?

Oceania executives aren't shy about making the case, particularly in the wake of an expansion of the line's Oceania Club program last week.

"We're really the only (cruise line) that provides real value, not just perceived value," Oceania president Kunal Kamlani tells USA TODAY, noting the company offers Oceania Club members shipboard spending credits of $200 to $1,000 per sailing, depending on their tier level. Top-tier members also get complimentary gratuities -- a perk worth hundreds of dollars per voyage.

Oceania last week announced it was adding a new "Blue" tier to its loyalty program, for passengers who have accumulated just two to four cruise credits. Perks include a 10% discount on Oceania-branded merchandise and access to a private cocktail party.

The line also announced additional benefits for the five existing Oceania Club tiers. New for Bronze level members (five to nine credits) is a 20% discount on any single Internet package, and Silver level members (10 to 14 credits) now will get a 10% discount on the line's Unlimited Passport shore excursions as well as drinks packages. Gold level members (15 to 19 credits) are getting two free air deviation fee waivers, and Platinum level (20 to 39 credits) now will come with a 30% discount on any single Internet package.

New for the Oceania Club's top tier, Diamond level (40 to 59 credits), is a 50% discount on any single Internet package as well as a 20% discount on shore excursions.

Still, the core of the program remains the shipboard credits and free gratuities. Kamlani notes that while other cruise lines are offering top-tier members relatively modest perks, such as complimentary laundry service, Oceania is giving them something that is worth a significant amount of money.

"At the Diamond level, first, you get a free cruise when you get there, and then you get $1,000 shipboard credit every time you step on board," he notes. "I haven't given you complimentary pressing, but if you want to press your suits 20 times on every sailing you can do it with the credit."

The Diamond level shipboard credit is rising to $1,000 per sailing from $700 as part of the changes announced last week. At the same time, Platinum and Diamond level members no longer will receive two free half-day shore excursions, and Diamond level members are losing a free full-day shore excursion.

"It seems like some folks (in the travel business) are forgetting what loyalty is all about," Kamlani says. "As companies have started dialing back on loyalty programs, (such as) adding expiration dates so that if you don't fly enough or sail enough you lose these benefits, we took an opportunity to go the other way."

Kamlani says many of the perks the company is adding to the Oceania Club program are things that top customers suggested to him this summer when he hosted a " reunion cruise" for Oceania Club members.

"Our best ideas don't come from (headquarters) in Miami, they come from the ships," he says.

Oceania Club members get one credit for every cruise they take that is up to 24 days in length. Longer cruises get more credits.