Launching in March 2025, Destination Unknown presents an industry first for travel agents and front-line sellers.

Royal Caribbean International, Celebrity Cruises, and Virgin Atlantic have joined forces to create an exclusive travel agent challenge with a once-in-a-lifetime prize for both the winning agent and their agency.

Destination Unknown is a tri-branded sales incentive that will see 10 travel agents from the UK and Ireland racing across the globe, on a quest for clues with the shared goal of securing a remarkable prize package valued at £100,000. This package will include marketing, sales, and commercial support for their agencies, along with a spectacular vacation that encompasses experiences on both Royal Caribbean and Celebrity ships, complemented by Virgin Atlantic flights.

Gerard Nolan, Vice President of Royal Caribbean International EMEA, stated, “Destination Unknown reflects Royal Caribbean’s close working relationship with Virgin Atlantic, ensuring a seamless booking experience for agents when combining cruise and air travel.” Translation: Destination Unknown refleja la estrecha relación de trabajo de Royal Caribbean con Virgin Atlantic, asegurando una experiencia de reserva sin problemas para los agentes al combinar cruceros y viajes aéreos.

Nicki Goldsmith, Director of Agency Sales at Virgin Atlantic, remarked, “Our three brands are collaborating to ensure Virgin Atlantic flights complement the ship deployments of Royal Caribbean and Celebrity, all bookable within our shared systems, benefitting our mutual customers.” Translation: Nuestras tres marcas están colaborando para garantizar que los vuelos de Virgin Atlantic complementen las operaciones de los barcos de Royal Caribbean y Celebrity, todos los cuales se pueden reservar dentro de nuestros sistemas compartidos, beneficiando a nuestros clientes mutuos.

Giles Hawke, Vice President of Celebrity Cruises EMEA, expressed excitement saying, “Destination Unknown is likely to be the largest incentive for agents and agencies in 2025, pioneering gamification among these three brands.” Translation: Destination Unknown probablemente será el mayor incentivo para agentes y agencias en 2025, siendo pionero en la gamificación entre estas tres marcas.

Agent partners should watch for additional information about Destination Unknown on the brands’ trade marketing platforms before its official launch in March 2025.