RCI-Royal Caribbean International, Celebrity Cruises, and Virgin Atlantic Airways Ltd (sister-brand to Virgin Voyages) announced a groundbreaking travel agent challenge for 2025, promising unparalleled rewards for participants and their agencies.
Dubbed Destination Unknown, the initiative launches in March 2025 and represents a first-of-its-kind collaboration between the 3 brands, designed exclusively for travel agents and front-line sellers in the UK and Ireland.
The tri-branded incentive will involve 10 selected agents embarking on a global race, solving clues and completing tasks with the ultimate goal of claiming a significant prize. The winning agent will secure a GBP 100,000 prize package for their travel agency, encompassing marketing, sales, and commercial support. Additionally, the victor will be rewarded with a “holiday of a lifetime” that includes voyages aboard Royal Caribbean and Celebrity Cruises ships, paired with Virgin Atlantic flights.
Royal Caribbean International’s vice president for EMEA, Gerard Nolan, emphasized that Destination Unknown highlights the company’s strong partnership with Virgin Atlantic, designed to streamline the integration of flights with cruise itineraries for agents and enhance the holiday experience for their customers.
Virgin Atlantic’s director of agency sales, Nicki Goldsmith, noted that this collaboration ensures Virgin Atlantic flights are perfectly aligned with Royal Caribbean and Celebrity Cruises’ ship schedules, further benefiting shared customers and travel partners.
Giles Hawke, vice president for Celebrity Cruises EMEA, described the initiative as one of the most significant agent incentives of 2025. He highlighted the gamified nature of the challenge and expressed his anticipation for the competitive excitement, which will include weekly leaderboards and showcase the achievements of participating agents.
Further details on Destination Unknown will be shared via the brands’ trade marketing channels leading up to its official launch in March 2025.