RCI-Royal Caribbean, Celebrity Cruises, and Virgin Atlantic Launch Landmark Agent Challenge for 2025

Royal Caribbean International, Celebrity Cruises, and Virgin Atlantic Airways have announced an innovative travel agent challenge for 2025, offering exciting rewards for participating agents and their agencies.

The initiative, named Destination Unknown, is set to launch in March 2025. This unique collaboration between the three brands is specifically designed for travel agents and front-line sellers in the UK and Ireland.

Ten selected agents will participate in a global challenge, engaging in clue-solving and task completion for a chance to win an impressive prize. The winning agent will receive a GBP 100,000 incentive package for their agency, which will include marketing, sales, and commercial support. Additionally, the winner will enjoy an unforgettable holiday featuring voyages on Royal Caribbean and Celebrity Cruises ships along with Virgin Atlantic flights.

Gerard Nolan, vice president for EMEA at Royal Caribbean International, emphasized the importance of this initiative, highlighting the strong partnership with Virgin Atlantic to simplify the integration of flights with cruise itineraries. This collaboration aims to enhance the overall holiday experience for customers.

Nicki Goldsmith, Virgin Atlantic’s director of agency sales, stated that the alliance ensures that Virgin Atlantic flights align seamlessly with Royal Caribbean and Celebrity Cruises’ ship schedules, providing added benefits for travelers and their agents.

Giles Hawke, vice president for Celebrity Cruises EMEA, described the challenge as one of the most significant incentives for agents in 2025. He expressed enthusiasm about the competitive aspect of the challenge, which will feature weekly leaderboards showcasing the accomplishments of the participating agents.

Further information regarding Destination Unknown will be shared through the brands’ trade marketing channels ahead of its official launch in March 2025.

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