Royal Caribbean, Celebrity Cruises and Virgin Atlantic unveil joint incentive

Royal Caribbean International, Celebrity Cruises and Virgin Atlantic have joined forces to create “the ultimate travel agent challenge”.

Launching in March, Destination Unknown will offer the “prize of a lifetime” for the winning agent while also benefitting their agency, say the brands.

The tri-branded sales incentive, unveiled at the The Globe Travel Awards last week and described as an industry first, will see 10 UK and Ireland travel agents race across the globe hunting for clues, with the aim of bringing home the ultimate prize package.

The winner will receive a prize for their travel agency valued at £100,000, comprising marketing, sales and commercial support.

More: Celebrity Cruises celebrates top-performing agents

They will also scoop their own “money-can’t-buy-prize” – a holiday that includes sailing on both a Royal Caribbean and Celebrity ship, due to be confirmed soon, combined with Virgin Atlantic flights.

Gerard Nolan, vice-president of Royal Caribbean International EMEA, said: “Destination Unknown reflects Royal Caribbean’s close working relationship with Virgin Atlantic to ensure we offer a seamless booking experience for agents when packaging sea with air, as well as delivering the holiday of a lifetime for their customers.”

Revealing information about the challenge at The Globe Travel Awards, Nolan said the brands had “something special in mind” to announce the winners.

Nicki Goldsmith, director of agency sales at Virgin Atlantic, added: “Our three brands are working together to ensure Virgin Atlantic flights complement Royal Caribbean and Celebrity’s ship deployment and are bookable within the brands’ booking curve, benefiting our mutual customers.”

Giles Hawke, Celebrity Cruises EMEA vice-president, said: “Destination Unknown is likely to be the biggest incentive for agents and agencies alike in 2025, and it’s a first for enabling gamification across these three brands.

“I can’t wait to see the weekly leaderboards and watch our deserving partners take on this incredible challenge to win phenomenal prizes.”

More information about Destination Unknown will be revealed on the brands’ trade marketing channels ahead of the competition launching in March.

Pictured: Royal Caribbean International EMEA vice-president Gerard Nolan;  Virgin Atlantic director of agency sales Nicki Goldsmith; and Celebrity Cruises EMEA vice-president Giles Hawke. Credit Steve Dunlop