Royal Caribbean, Celebrity Cruises, and Virgin Atlantic Launch ‘Destination Unknown’ Challenge for Travel Agents

Royal Caribbean, Celebrity Cruises, and Virgin Atlantic Launch ‘Destination Unknown’ Challenge for Travel Agents

Royal Caribbean, Celebrity Cruises and Virgin Atlantic tease 2025 travel agent challenge to win unmissable prizes for agents and their travel agency

(IN SHORT) Royal Caribbean International, Celebrity Cruises, and Virgin Atlantic have teamed up to launch Destination Unknown, a unique sales incentive for travel agents in 2025. The competition will challenge 10 agents from the UK and Ireland to race across the globe in search of clues, with the chance to win a £100,000 prize package for their agency, along with a once-in-a-lifetime holiday. The initiative combines gamification across the three brands, offering agents an exciting new way to win while promoting seamless air and sea travel bookings.

(PRESS RELEASE) London, UK, 2025-Jan-22 — /Travel PR News/ — In an exciting collaboration, Royal Caribbean International, Celebrity Cruises, and Virgin Atlantic are set to launch an innovative challenge for travel agents in March 2025. Destination Unknown, an industry-first sales incentive, is designed to engage travel agents and front-line sellers in a thrilling global race, with incredible prizes for both the winning agent and their agency.

The challenge will see 10 travel agents from the UK and Ireland embark on a worldwide adventure, solving clues along the way in pursuit of the ultimate prize. The winning agent will receive a prize valued at £100,000 for their agency, which includes marketing, sales, and commercial support. Additionally, they will enjoy an exclusive “money-can’t-buy” experience: a holiday on both a Royal Caribbean and Celebrity Cruises ship, paired with flights from Virgin Atlantic.

Gerard Nolan, Vice President of Royal Caribbean International EMEA, emphasized the partnership’s value, stating, “Destination Unknown showcases the strong relationship between Royal Caribbean and Virgin Atlantic, ensuring that agents can easily package sea and air travel for a seamless booking experience while offering customers the holiday of a lifetime.”

Nicki Goldsmith, Director of Agency Sales at Virgin Atlantic, added, “By joining forces, our three brands are making it easier for agents to book Virgin Atlantic flights alongside Royal Caribbean and Celebrity Cruises sailings, providing great benefits for our mutual customers.”

Giles Hawke, Vice President of Celebrity Cruises EMEA, expressed enthusiasm about the incentive, saying, “Destination Unknown will be one of the biggest challenges for agents in 2025. It’s the first time we’re incorporating gamification across all three brands, and I can’t wait to see the weekly leaderboards and cheer on our deserving partners as they vie for these extraordinary prizes.”

Travel agent partners should stay tuned for more updates on Destination Unknown, which will be available through the brands’ trade marketing channels in the lead-up to the competition launch in March 2025.

About Royal Caribbean International  
Royal Caribbean International, part of Royal Caribbean Group (NYSE: RCL), has delivered memorable vacations for more than 50 years. The cruise line’s game-changing ships and private destinations revolutionise holidays with innovations and an all-encompassing combination of experiences, from thrills to dining and entertainment, for every type of family and holidaymaker. Royal Caribbean makes memories with adventurers across more than 300 destinations in 80 countries on all seven continents, including the line’s top-rated private destination, Perfect Day at CocoCay in The Bahamas.

Media can stay up to date by following @RoyalCaribPR on X and visit www.RoyalCaribbeanPressCenter.com. For additional information or to book, vacationers can visit www.RoyalCaribbean.com or contact their travel advisor.

About Celebrity Cruises 
Celebrity Cruises delivers an elevated premium holiday experience across their fleet of ships travelling to nearly 300 destinations across more than 70 countries spanning all seven continents. Uniquely offering the intimate feel and thoughtful service of small ships, with the variety and excitement of bigger ones – guests can explore the world or get away from it for a little while. With every detail elevated beyond expectations, guests will never want to holiday any other way. An industry pioneer for 35 years, each Celebrity holiday offers experiences you won’t find anywhere else aboard ships which continue to shatter industry expectations with the highly anticipated Celebrity Xcel arriving Autumn 2025.

Celebrity Cruises is headquartered in Miami and is one of five cruise brands owned by Royal Caribbean Group (NYSE: RCL). Visit www.celebritycruises.co.uk for more information, and connect with us on InstagramFacebook or LinkedIn.

About Virgin Atlantic   
Virgin Atlantic was founded by entrepreneur Sir Richard Branson in 1984, with innovation and amazing customer service at its core. In 2023, Virgin Atlantic was voted Britain’s only Global Five Star Airline by APEX for the seventh year running in the Official Airline Ratings. Headquartered in London, it employs more than 8,500 people worldwide, flying customers to 30 destinations across four continents throughout the year.

Alongside shareholder and Joint Venture partner Delta Air Lines, Virgin Atlantic operates a leading transatlantic network, with onward connections to over 200 cities around the world. In February 2020, Air France-KLM, Delta Air Lines and Virgin Atlantic launched an expanded Joint Venture, offering a comprehensive route network, convenient flight schedules, competitive fares and reciprocal frequent flyer benefits, including the ability to earn and redeem miles across all carriers.  Virgin Atlantic joined SkyTeam in March 2023 as the global airline alliance’s first and only UK member airline, enhancing the alliance’s transatlantic network and services to and from Heathrow and Manchester Airport.

Virgin Atlantic has been pioneering sustainability leadership for more than 15 years, committing to Net Zero by 2050 and continuous action that reduces environmental impact.  The airline operates one of the youngest and most fuel-efficient fleets in the skies, with an average age under seven years. In October 2022, Virgin Atlantic welcomed its first A330-900’s to the fleet, continuing its transformation towards 100% next generation aircraft by 2028.  In November 2023, the airline led a consortium to deliver the world’s first flight across the Atlantic on 100% Sustainable Aviation Fuel (SAF), demonstrating that 100% SAF can be used safely as a drop in fuel in existing infrastructure, engines and airframes. The need to scale production is an industry imperative and Virgin Atlantic is committed to radical collaboration across the energy chain to support commercialisation ahead of 2030.

For more information visit www.virginatlantic.com or via Facebook, Twitter and Instagram @virginatlantic.

Media Contact:

corporatecommunications@rccl.com

Source: Royal Caribbean Group

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