Royal Caribbean International introduces its most ambitious incentive programme for travel agents: The Big Royal Thank You.
This new initiative promises exciting rewards and a unique, competitive experience for participants.
Introduction of a Landmark Incentive
Royal Caribbean International has announced its largest agent incentive initiative to date, officially called The Big Royal Thank You. This ambitious competition is hosted on their innovative platform, ‘Bounty of the Seas’. Accessible exclusively to members of Club Royal, the initiative introduces a refreshing gamified experience for travel agents. Designed to reward and motivate, it also fosters a spirit of friendly competition among participating agents.
Structure and Rewards of the Competition
The competition is structured to be engaging and rewarding over its eight-week duration. A total of nearly 300 prizes are available, with a combined value of £100,000. These prizes range from practical gadgets like an Apple Watch Series 8 to dream vacations on a Royal Caribbean cruise, culminating in the grand prize—a brand new MG4 EV electric car. Each week unveils new winners, with agents aiming to unlock hidden surprises within the ‘Bounty Boxes’ by collecting keys.
Participation Mechanics and Strategy
Travel agents participate by competing for keys which unlock ‘Bounty Boxes’. Inside, agents find either gold coins that help them rise on the weekly leaderboard or a ‘Bounty Booster ticket’ which grants direct entry to the grand prize final. The strategic element lies in collecting as many keys as possible, which in turn enhances their winning prospects. This strategic approach combines skill and chance, providing an engaging way to keep agents invested throughout the competition.
Charity Collaboration and Social Impact
Royal Caribbean’s partnership with the ABTA LifeLine charity adds a philanthropic dimension to the competition. During specific weeks—three, five, and seven—agents not only vie for prizes but also contribute to a charitable goal. This collaboration aims to convert in-game achievements into real-world financial support for the charity. It reflects Royal Caribbean’s commitment to social responsibility while empowering their community of agents.
Innovative Tools for Agent Support
In addition to the competition, Royal Caribbean has introduced ‘My Royal Genie’, a progressive tool designed to enhance agents’ sales capabilities. This platform enables agents to create personalized digital brochures, integrating videos and bespoke content for their clients. As part of their broader strategy to support trade partners, Royal Caribbean provides tools that foster greater client engagement and streamline the selling process, benefitting both seasoned professionals and newcomers to the industry.
Management Perspective on the Initiative
Stuart Byron, the Royal Caribbean director of sales for UK, Ireland, and Spain, emphasised the innovative aspect of this initiative, stating, “The Big Royal Thank You is a unique competition that employs gamification techniques to level the playing field for all agents.” This comment highlights the company’s dedication to recognising agents’ efforts while also adapting to new, interactive formats that engage and inspire.
Reaction and Future Directions
As the competition unfolds, Royal Caribbean continues to engage its vast network of travel agents, fostering both loyalty and enthusiasm. This initiative sets a precedent for future programmes, showcasing a blend of innovation and collaboration that could redefine agent incentives in the cruise industry.
The Big Royal Thank You by Royal Caribbean is more than just a competition; it is a testament to the company’s commitment to innovation and agent support.
As the programme progresses, it aims to strengthen relationships and elevate the standard for agent incentives.
