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Agents can use P&O Cruises’ Shine Rewards for Iona

MoreP&O Cruises ‘confident’ it can fill new capacity

P&O Cruises has launched a perk for agents in the cruise line’s Shine Reward Club, enabling them to redeem points for a cruise on new ship Iona.

Hays Travel chair Dame Irene Hays named the ship in May and it set sail on its maiden voyage in August – more than a year after the original date planned for its launch that was postponed due to Covid-19.

After a series of domestic cruises, the ship is now sailing in the western Mediterranean and will offer Norwegian fjord cruises from next April.

In August, the cruise line said its Shine Rewards Club agent portal had 15,000 individual agents registered.

Rob Scott, vice-president of sales, marketing and brand at P&O Cruises, told a Travel Weekly webcast that more than 150 travel agents have so far been on Iona – and, as of October 7, agents can redeem Shine Rewards points for cruises on the ship.

“It’s another way of getting agents to experience and see first-hand what holiday experience is like,” he said.

“We’re multiplying Shine Reward points to incentivise getting travel agents on board.”


MoreP&O Cruises ‘confident’ it can fill new capacity

What’s it like to sail on P&O Cruises’ newest ship Iona?

P&O Cruises’ Iona sets sail on maiden voyage

Dame Irene Hays names P&O Cruises’ Iona in Southampton


Scott said he had planned to have a Shine Rewards event at the original launch, which was delayed because of the pandemic.

“We see Shine as the main mechanic to engage agents,” he said, adding that another Shine event is likely to take place next summer.

Recalling previous such events, he said: “It was just so nice to celebrate with agents…but also have some fun and I think that’s going to be a really important part next year – just reconnecting what is still an incredibly fun industry.”

Scott also highlighted how the cruise line had been keen to maintain lines of communication and marketing with agents despite the challenges of the pandemic.

“We allowed agents to redeem around 4,000 tablets and 10,000 Apple Watches worth of value in the Shine Rewards programme during hibernation,” he told the webcast.

MoreP&O Cruises ‘confident’ it can fill new capacity

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