P&O Cruises is offering agents 500 Shine Rewards Club points during Random Acts of Kindness Day (February 17).
Every hour between 10am and 5pm, one agent will receive the bonus points, with winners announced on the P&O Cruises travel agent social pages.
Winners will also be recognised in person at select travel agencies as the partnerships team will carry out visits today to personally thank agents for their work during wave.
The line has launched the initiative to “surprise and delight the travel agent community” and “recognise their dedication and efforts during the busiest sales period of the year”.
This promotion is in addition to P&O Cruises wave offering which provides bonus onboard credit and low deposits on new bookings to nearly 200 destinations.
Meanwhile, Tui agency branches have achieved a claimed 400% rise in bookings for round the world sailings with P&O Cruises.
The boost follows a ship-board conference, training collaboration and a social media sales campaign.
Tui Leicester Superstore reached more than 11,000 comments and over 1,200 shares on Facebook while Tui Walsall Superstore broke its engagement record with over 2,600 comments.
The increased social media awareness combined with the expert knowledge gained led to the increase in bookings.
P&O Cruises and Tui have focussed their agent training efforts on world cruise offerings since December.
The activity started with a dedicated cruise expert conference and a day visit on board Aurora in Southampton to experience ‘a day in the life’ of a round-world cruise.
Frontline agents were hosted by the cruise line’s sales team to explore the onboard venues and attend a dedicated training session on the benefits of a world cruise and how to sell itineraries of more than 21 nights in duration to their clients.
The 400% year-on-year comparison covers two world cruise sailings departing in 2026 and 2027.
P&O Cruises sales director Ruth Venn said: “We know the incredible once-in-a-lifetime moments a world tour offers and we realise booking a holiday like this isn’t a decision guests take lightly.
“Tui travel agents provide their clients with such expert advice, and we wanted to make sure we gave agents the tools and knowledge they needed to convey just what makes a world cruise special. We are so impressed with the enthusiasm to learn shown by the Tui agents and the results are truly fantastic.”
Tui UK and Ireland customer sales and service director Belinda Vazquez said: “We know that giving our agents the tools and knowledge to be able to sell products is key, and these results are absolutely testament to that.
“A world cruise is big purchase for customers, we want to make sure we are giving them the best service and all the information they need to book that once in a lifetime experience.”