Agents can sign up to Cunard Shine Rewards Club – the line’s first dedicated trade rewards programme – from today (November 1), allowing them to earn points through their engagement with the line, such as making a fare booking or completing training modules on the Cunard Academy website.

Agents will be able to use their current P&O login to access Cunard’s programme at shinerewardsclub.com.

Points gained from either line can be combined and exchanged for a variety of rewards, including designer goods, experience days and technology products.

“Enhanced” prizes from Cunard partners include Pickering’s 3 Queens Gin, Laurent-Perrier champagne and Godiva chocolates, along with the chance to earn a Cunard cruise.

Gary Anslow, Cunard UK sales director, told TTG the line is targeting 10,000 agent members during its first year.

“Shine’s success for P&O in engaging agents has been brilliant, with about 12,000 sign-ups now, so for us it is a huge opportunity.

“We want to reward our agents in loads of different ways, whether it’s making bookings or learning more about us.

“There can be misconceptions with Cunard, so the more training agents can do the more it will help them and us.

“We’ve created the site so it is very easy to use and you can just flick between Cunard and P&O,” he added.

Anslow said Cunard had enjoyed a “really strong first 10 months” since a dedicated sales team was created for the line, with average selling price and passenger yield “ahead of where we want it to be”.

Alex Delamere-White, P&O Cruises’ vice-president of sales and distribution, added: “We can’t wait to be collectively rewarding agents for their support and loyalty for both P&O Cruises and now Cunard.

“With more brands come more points, and more points mean more rewards for agents.”