Royal Caribbean, Celebrity Cruises and Virgin Atlantic have joined forces to launch the Destination Unknown challenge, which will see 10 agents from the UK and Ireland race around the globe hunting for clues.
Launching in March, the incentive will feature as its grand prize a potentially transformational £100,000 prize pot comprising marketing, sales and commercial support.
The winning agent will also secure a holiday featuring stays on both a Royal Caribbean and Celebrity Cruises ship, as well as flights with Virgin Atlantic.
Giles Hawke, Celebrity Cruises vice-president EMEA, said the challenge was the first "gamified" incentive to span the three brands, and claimed it would likely be the "biggest for agents and agencies alike in 2025".
Gerard Nolan, Royal Caribbean International vice-president EMEA, said the incentive underlined how the brands were working together to ensure a "seamless booking experience" for agents.
Virgin Atlantic’s agency sales director Nicki Goldsmiths added: “Our three brands are working together to ensure Virgin Atlantic flights complement Royal Caribbean and Celebrity Cruises’ ship deployment and are bookable within the brands’ booking curve, benefiting our mutual customers.”
More information will be available from the brands’ trade marketing channels ahead of the competition launch.
