Celebrity Cruises has launched a new “game-changing” loyalty programme for the trade, allowing agents to choose their prizes rather than the cruise line.

The scheme has been developed in partnership with agents from independent high street shops to cruise clubs.

It enables the trade to earn points when they sell cruises, which they can then redeem for luxury gifts such as iPads, or put towards a cruise with Celebrity.

Speaking to TTG, Celebrity Cruises director of sales Nicki Tempest-Mitchell said the line had decided to alter its agent incentives following feedback from agents.

“Since the change to have three dedicated brands, we decided to re-look at how we reward and motivate our agents. We partnered with travel agents to research and help develop a programme that is fit for all.

“We asked them what they like about the way we incentivise, and what they would want to see differently. The big thing the agents said was that they wanted to experience our cruises. They also said they wanted to be able to choose what the prizes were, rather than the cruise line.”

Agents will be able to earn points for each booking they make, with the number of points determined by the cost of the cruise sold. Extra points will be given for balcony and suite bookings.

To qualify for the Celebrity Rewards programme, which officially launches on November 1, agents will need to register at www.celebrityrewards.com.

The agents will be able to view their bookings on the website, while additional bonus points will be on offer for specific promotions and offers throughout the year, including a bonus 1,000 points when agents register before November 10, 2014.

The points can then be redeemed with merchandise which Tempest-Mitchell said “reflects the Celebrity brand” such as iPads, designer Michael Kors handbags, and Beats by Dr Dre headphones, or the points could be put towards the cost of a Celebrity Cruise.

Tempest-Mitchell said auctions would also be held where agents would be able to bid for a cruise using their points.

Tempest-Mitchell was also keen to stress that the line viewed this as being a long-term incentive programme. “Our previous incentive scheme ran for seven to eight years, and we don’t see this as being a short-term thing.

“We really believe this is game-changing,” she added. “It’s giving the power back to the agents.”