Royal Caribbean International unveils its most significant agent competition yet, highlighting the industry’s dynamic nature.
- The Big Royal Thank You is set to engage agents with nearly 300 prizes worth £100,000 available.
- Exclusive to Club Royal members, this initiative emphasises reward and education through gamification.
- Top prizes include an MG4 EV electric car and a Royal Caribbean cruise, incentivising excellence.
- Partnership with ABTA LifeLine adds a charitable dimension to the competition.
Royal Caribbean International has announced a groundbreaking competition for travel agents, marking its largest incentive initiative to date. The Big Royal Thank You competition, exclusive to Club Royal’s rewards platform, positions itself uniquely with an exciting prize pool of nearly £100,000. This competition not only rewards agents but also infuses excitement into the industry with its innovative format.
Commencing on 12 September, this eight-week competition offers nearly 300 prizes, ranging from cutting-edge gadgets like the Apple Watch Series 8 to luxury experiences such as a Royal Caribbean cruise for two to the Caribbean. The grand prize—a sophisticated MG4 EV electric car—adds an element of prestige and high-stakes to the competition. Weekly announcements of winners maintain engagement and motivation among participants.
A novel aspect of this competition is the gamification approach with ‘Bounty Boxes’. Agents must collect ‘keys’ to unlock these boxes, which contain either gold coins to elevate their standing on the weekly leaderboard or ‘Bounty Booster tickets’ that provide instant progression to the grand finale. This system of engagement not only levels the playing field for newcomers and seasoned agents alike but also adds a strategic element to participation.
Incorporating a humanitarian aspect, Royal Caribbean has partnered with the ABTA LifeLine charity. During selected weeks—three, five, and seven—agents contribute to a target convertible into donations for this charity, intertwining corporate social responsibility with professional incentives. This partnership reflects an understanding of the broader social context within which travel agents operate.
Royal Caribbean’s Director of Sales for the UK, Ireland, and Spain, Stuart Byron, emphasised the dual purpose of the competition: recognising the unwavering support of travel agents while simultaneously providing financial relief through charitable contributions. ‘The Big Royal Thank You is a one-of-a-kind competition that utilises gamification to add a new element to a traditional competition,’ he remarked, underscoring the innovation and inclusivity at the heart of this initiative.
Royal Caribbean’s new incentive programme exemplifies a forward-thinking approach that merges opportunity with social responsibility.
