P&O Cruises will welcome 100 agents on its first fam trips on board Iona this year.
The line is operating a new incentive, called Shine at Sea, which will see 50 agents win spots on each of two seven-night sailings.
The first cruise will depart on September 7 and sail to the Norwegian fjords and the second will set sail on November 2 and visit Northern Europe.
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Most places will be won through a prize draw which agents can enter by making and registering each new booking they secure on the Shine Rewards Club.
Agents will be given a choice of which of the two fams they would most like to go on as well as the option of nominating a colleague to go with them.
Additionally, bonus entries can be secure by watching a live video on April 24 on the line’s dedicated trade Facebook page and by joining a happy hour for homeworkers on May 14.
Sales director Ruth Venn told Travel Weekly she is “incredibly excited” about Shine at Sea, saying giving agents the opportunity to sail is “truly the best way to experience our product”.
The line has already announced its “largest ship visit programme to date” for 2024 with more than 1,000 places available for agents. The fams will be in addition to those ship visit places, meaning the line will welcome more than 1,100 agents on board this year.
“We can’t wait to welcome agents on our Shine at Sea events to give them the chance to really immerse themselves in what P&O Cruises has to offer,” said Venn.
“Our ship visit programme is brilliant and we know agents get so much out of coming on board, but it isn’t the same as being able to properly see the ships in action and experience the destinations we visit as well as the ship itself.
“As well as getting to enjoy all the facilities Iona has to offer, we will be hosting training sessions so agents can get even more out of the experience, as we know they are busy and we need to make it worth their while.”
Venn said the two Shine at Sea sailings were chosen as they are popular to first time cruisers, making them “great options” for agents to learn more about so they can try to attract new customers.
“Iona came into service in 2021 and although lots of agents have chosen to take their own holidays on her, we have not yet had the chance to host agents on board so we’re really excited for more of our trade partners to see her in action,” said Venn.
She added: “With our ship visit programme and having two ships at this year’s Clia conference in Southampton in May, we are so pleased to be engaging so much with agents and we know that once they’ve been on board, their confidence will go up and so will their sales.”