Another day, another cutback at Royal Caribbean.

Industry watcher today reports the mass-market line is discontinuing the Vitality at Sea fitness rewards program, effective immediately.

Designed to motivate passengers to take part in healthy activities, the rewards program offered cruisers who signed up for fitness classes, rigorous shore excursions and other healthy offerings points that they could redeem for free Royal Caribbean merchandise. says the line will refine the entire Vitality at Sea program (sans rewards) over the coming quarter.

Royal Caribbean won’t say why it’s cutting the rewards program, but the move comes as the line looks for ways to slash costs and boost on-board revenue. Royal Caribbean also recently began charging for late-night room service and is experimenting with extra charges for steaks in its normally free dining rooms.