Royal Caribbean International is crafting an innovative agency engagement strategy following the launch of Icon of the Seas this January 2024.
- The Seminar at Sea programme will invite over 400 EMEA agents aboard to experience the ship firsthand.
- Vice President Ben Bouldin stresses the importance of agent familiarity with Icon of the Seas to boost sales.
- The plan includes unique training events aimed at engaging new agents in the cruise industry.
- An exciting competition is offering agents a chance to win a VIP experience at the Eurovision Song Contest.
Royal Caribbean International has announced a strategic initiative to strengthen relationships with its agency partners following the launch of the new Icon of the Seas. The initiative aims to provide an immersive experience for travel agents through the Seminar at Sea programme, where more than 400 agents from the EMEA region are expected to participate. This programme is particularly tailored for agents who are new to the cruising sector, providing them with both comprehensive training on cruise offerings and the opportunity to experience the innovative features of the ship firsthand.
Ben Bouldin, the vice president EMEA of Royal Caribbean, articulated the critical role of agents in the company’s success, emphasising that tools like the Seminar at Sea are vital for introducing agents to the nuances of cruising. He stated, “Icon is the best ship in the world and [agents] need to know about it and they need to be able to sell it.” This reflects the brand’s commitment to equipping agents with the knowledge and first-hand experience required to effectively promote and sell cruise packages.
The Seminar at Sea event is structured to deliver bespoke, multi-language training sessions, dynamic activities, and the chance for agents to witness one of Royal Caribbean’s acclaimed productions. This format replicates last year’s successful event aboard the Symphony of the Seas. Bouldin highlighted the enthusiasm and transformation agents undergo when they experience cruising, which is leveraged to improve their selling capabilities.
In addition to the Seminar at Sea, Royal Caribbean has launched an enticing competition for agents, coinciding with a newly announced partnership with Eurovision. This competition offers agents from the UK and Ireland the chance to win a two-night VIP journey, including return flights and a hospitality ticket to attend Eurovision in Malmö, Sweden. Bouldin remarked on the value such opportunities provide in recognising and rewarding agent contributions.
This pioneering strategy underscores Royal Caribbean’s unwavering support for its agency network. By offering unparalleled experiences and cutting-edge learning opportunities, the company seeks to reinforce its brand presence and enhance its agents’ ability to communicate the unique appeal of cruising to potential customers.
Royal Caribbean’s innovative engagement strategy exemplifies its dedication to agent empowerment and cruise sector growth.
