Royal on the Road is a scalable concept where agencies will be visited by the line's sales experts – including a specialist trainer – to deliver tailored support designed to drive bookings and deepen product knowledge.

The day will begin with an in-depth training session before the line's latest product updates, selling tools and commercial insights are shared with agents.

Throughout the day, the Royal team will remain on site to meet customers, host consultations and support live booking opportunities.

Future iterations will introduce a new VR experience, enabling agents and customers to fully immerse themselves onboard Legend of the Seas, the first Icon Class ship to sail in Europe, launching this summer.

The line confirmed its team can remain with the agency into the evening, supporting in-store cruise events and customer showcases to further drive engagement and sales.

To help agencies promote the opportunity, Royal will provide a full suite of marketing collateral, including print and digital invitation materials, alongside branded merchandise and experiential assets to create standout in-store moments.

The line has visited Now Let's Travel, Hays Travel, Broadway Travel, Tui, Virgin Holidays, Co-op Travel and Sunlounger Travel since starting Royal on the Road on Monday (16 February).

Gerard Nolan, Royal Caribbean's vice-president and managing director, EMEA, said: “Royal on the Road represents our commitment to being present, proactive and fully invested in our trade partnerships.

"When we equip agents with the right knowledge, energy and direct access to our teams, we see stronger results across the board. This initiative is about showing up, listening, training and ultimately helping our partners convert more Royal Caribbean bookings.”

Royal said a section where agencies can book a visit from its team will open on its trade platform Club Royal "shortly". It added that Royal on the Road was "a new supercharged initiative that builds on previous agent visits".