Exciting News: RCI, Celebrity Cruises, and Virgin Atlantic Launch Landmark Agent Challenge for 2025!

Royal Caribbean International, Celebrity Cruises, and Virgin Atlantic Airways Ltd have announced an innovative challenge for travel agents in 2025, named Destination Unknown. This groundbreaking initiative aims to provide significant rewards for participants and their agencies.

Set to launch in March 2025, the challenge marks a first-of-its-kind collaboration between the three brands, tailored specifically for travel agents and frontline sellers based in the UK and Ireland.

The challenge will select 10 agents who will embark on a global race, solving clues and completing challenges, all with the chance to win a lucrative prize. The victorious agent will receive a GBP 100,000 prize package for their travel agency that includes essential marketing, sales, and commercial support. Additionally, the winner will be awarded a “holiday of a lifetime” featuring voyages on Royal Caribbean and Celebrity Cruises, alongside flights with Virgin Atlantic.

Gerard Nolan, the vice president for EMEA at Royal Caribbean International, emphasized the collaborative nature of Destination Unknown, aiming to enhance the integration of flights with cruise itineraries and improve customers’ holiday experiences. Nicki Goldsmith, Virgin Atlantic’s director of agency sales, echoed this sentiment, highlighting the alignment between Virgin Atlantic flights and the cruise schedules of Royal Caribbean and Celebrity Cruises.

Giles Hawke, vice president for Celebrity Cruises EMEA, touted the initiative as one of the most significant incentives for 2025. He pointed out the competitive and gamified design of the challenge, which will include weekly leaderboards to celebrate participating agents’ achievements.

More information about Destination Unknown will be provided through the brands’ trade marketing channels leading up to its launch in March 2025.

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