The line’s Royal Flush incentive programme, which launches on Friday (1 October), will reward agents when booking cruise, flights and transfers together as a package.
Agent earnings will increase based on the category of stateroom booked and the destination sold.
Speaking to TTG ahead of the announcement, Royal’s sales director UK and Ireland Stuart Byron said the idea had been born out of shifting consumer booking habits during uncertain times amid the pandemic.
“People want reassurance of booking everything all in one place, and the trade is looking for us to help support them in providing that protection and reassurance,” he said. “It’s us recognising we need to keep reviewing what we do to support agents and adapt to changing buying behaviour.
“Not every agent [since Covid] wants to package themselves, so this is about making sure we’ve got a programme that enables everyone to still do fly-cruises, package confidently, and know they have the protection that comes with our brand.”
Royal says the scheme will also boost agent commission now the three elements of the holiday have been bundled together. “I think the expectation is earnings are far greater than any previous scheme we’ve had for fly-cruise,” said Byron.
“We feel it’s absolutely the right way to do it. There is actually much more in it for the trade partner, and [it] rewards them for booking people right up to the ship.
"By booking an inside or an ocean-view cabin, you unlock one level of earning and if you make that a balcony or a suite you’ll get a larger earning."
The programme has been announced ahead of Royal operating eight ships in Europe during summer 2022 – the most the brand has ever had in the region during a season.
The deployment includes its upcoming fifth Oasis-class ship, Wonder of the Seas, set to become the world’s largest cruise ship, as well as Odyssey of the Seas.
Byron said Royal was “extremely confident” its performance in 2022 would be “better than ever before”.
“We wanted to move forward with an incredibly strong commercial offer alongside our strongest line-up of ships to ever come to Europe,” he added.
“We have listened closely to our trade partners and, now more than ever before, understand the importance of providing a commercial package which incentivises booking the full fly-cruise package through Royal Caribbean.
“Our packages will make these bookings easier for our trade partners to manage and help overcome some of the challenges of booking fly-cruises, with increased security for both the trade and their customers, should any travel disruptions occur.”
