NEWS Trio of brands team up to offer ‘prize of a lifetime’ in agent competition. Robin Murray reports


Royal, Celebrity and Virgin launch £100,000 challenge


R


oyal 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 benefiting their agency, say the brands. The tri-branded sales incentive,


unveiled at the the Globe Travel Awards in London 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. They will also scoop


their own “money-can’t-buy- prize” – a holiday that includes sailings on Royal Caribbean and Celebrity ships, combined with Virgin Atlantic flights. Gerard Nolan, Royal Caribbean


International EMEA vice-president, 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 to more than 1,200 guests at the Globe Travel Awards, Nolan said the brands had “something


18 23 JANUARY 2025 Destination


Unknown is likely to be the biggest incentive for agents and agencies alike in 2025


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 details of Destination


Unknown will be revealed on the brands’ trade marketing channels ahead of the competition’s official launch in March.


travelweekly.co.uk


Gerard Nolan (left), Nicki Goldsmith and Giles Hawke at the Globe Travel Awards


PICTURE: Steve Dunlop


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88