The launch of the Shine Rewards Club will coincide with the start of the Wave sales period from December 21. Agents can register at shinerewardsclub.com from today (November 20).

Shine will operate a points system and once registered, every interaction with the brand, from making cruise bookings to engaging with events and completing training, will give agents benefits. Points collected can ultimately go towards a P&O Cruises holiday, but can also be accumulated for designer goods, experience days, technology and experiences with P&O Cruises Food Heroes.

Carnival UK vice president sales Alex White said: “We believe other brands in the group can engage, we’re talking about what the crossover (for points redemption) would be.”

White added that eventually offering Shine across the Carnival brands meant it could “reward those most loyal to Carnival Corporation”. He said that Shine was prompted by the “unprecedented growth” that P&O would experience next year, when it will have 30% more capacity on sale. “To be successful we have to grow the overall market. The fact that cruise is only 2% of the UK market means it is still hugely under-penetrated,” he said.

P&O claims Shine will offer unique features including a spin the wheel game after every agent booking. Each spin will result in a winning number of points, varying each time. Agents will also have access to a discount portal for everyday items including sunglasses and iPads.

White added: “This is P&O Cruises’ first platform to talk directly to frontline travel agents and will ensure direct and regular communication of news, campaigns and product knowledge. Shine will underpin our aim to support the growth of both large and smaller agencies, improve product knowledge and ensure the right guests are on the right P&O Cruises holiday, thus encouraging repeat business.

“Wave is almost upon us and opportunities to sell have never been better, and with Shine, points really will mean prizes.”