Introducing “destination unknown”: A tri-branded travel agent incentive

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 the ultimate travel agent challenge with a prize of a lifetime, benefiting both the winning agent and their agency.

Destination Unknown is a tri-branded sales incentive that will see 10 UK and Ireland travel agents race across the globe, hunting for clues with one common goal: to bring home the ultimate prize package. The winner will receive a prize for their travel agency valued at £100,000 and comprising of marketing, sales and commercial support. On top of this, they will scoop their own “money-can’t-buy-prize” – a holiday of a lifetime on both a Royal Caribbean and Celebrity ship, coupled with Virgin Atlantic flights.

Gerard Nolan, vice president, Royal Caribbean International EMEA said, “Destination Unknown reflects Royal Caribbean’s close working relationship with Virgin Atlantic to ensure we offer a seamless booking experience for agents when packaging sea with air, as well as delivering the holiday of a lifetime for their customers.”

Nicki Goldsmith, director of agency sales at Virgin Atlantic added, “Our three brands are working together to ensure Virgin Atlantic flights complement Royal Caribbean and Celebrity’s ship deployment and are bookable within the brands’ booking curve, benefiting our mutual customers.”

Giles Hawke, vice president, Celebrity Cruises EMEA commented, “Destination Unknown is likely to be the biggest incentive for agents and agencies alike in 2025, and it’s a first for enabling gamification across these three brands.  I can’t wait to see the weekly leaderboards and watch our deserving partners take on this incredible challenge to win phenomenal prizes.”

Agent partners can keep an eye out for more information on Destination Unknown on the brands’ trade marketing channels ahead of the competition launch in March 2025.