Cart is empty As humans, we all crave some degree of recognition, achievement, and importance. It’s not new—it has existed throughout human history.
Kings and queens sat on thrones. Aristocrats held titles separating them from commoners. Societies created social classes and symbols of rank. Today, the symbols have changed, but the psychology really hasn’t.
Remember Maslow’s Hierarchy of Needs (Psychology 101)? Maslow identified esteem—recognition, achievement, respect, and status—as a fundamental human motivation.
We pay for First Class on airplanes and premium seats on trains. Clubs sell VIP tables behind velvet ropes. Hotels give us Diamond status. Airlines call us Platinum or Executive. Rental-car companies create elite tiers. Cruise lines give us priority boarding and special recognition.
“Get our credit card, spend $3,000 in three months and you will earn (insert status here🤔), a free checked bag, and priority boarding. Sounds familiar 🤔
Different industries. Same human psychology.
Sometimes we aren’t simply buying a better product—we’re buying the feeling of being more important, recognized, or exclusive than everyone else.
Once we achieve that status, we don’t want to give it up. So we spend more, travel more, and sometimes remain loyal even when another company offers better value.
Carnival’s new loyalty system is a fascinating example. By shifting greater emphasis from days cruised to dollars spent, Carnival is connecting the psychological pursuit of status more directly to revenue.
And from a business perspective, that is brilliant.
Again, as humans, we do enjoy these “VIP benefits.” But understanding the psychology keeps everything in perspective.
Kings had crowns. Clubs have velvet ropes. Airlines have First Class. Cruise lines have Silver, Gold Platinum, Diamond, Pinnacle status.
The symbols change. The human desire to feel important does not. Something to think about.