Royal Caribbean International has launched a B2B loyalty programme for travel agents, offering a faster way to earn rewards for bookings. The programme has been devised, implemented and executed by Corporate Innovations – the multi-award winning marketing communications agency, based in Oxfordshire.

The initiative, called ‘Club Royal’, provides agents with branded prepaid MasterCard® reward cards that will have £5 GBP loaded directly onto them for every booking made. There is also a range of other member benefits for agents to enjoy. To be eligible for the programme, agents must have pre-qualified to Royal Caribbean’s ‘captain’ level status on the line’s e-learning program, 'Cruising for Excellence', and have made four Royal Caribbean bookings.

Once they have registered for the programme, agents receive a £20 GBP balance on their card as a ‘thank you’ for joining. The dual-branded Royal Caribbean/MasterCard cards also allow participants to enjoy a broad range of additional membership benefits such as access to Gourmet Society membership, Red Letter Day discounts, holiday spending money for Royal Caribbean personal cruise bookings and regular bonuses against accelerators, in addition to access to exclusive ‘Loyalty Events’.

“We are so excited to be bringing this industry-first to our valued travel partners,” Ben Bouldin, director of sales UK and Ireland, Royal Caribbean International explained. “We couldn’t have done this without Corporate Innovations. “From programme conception to launch, they have been our expert partner overcoming all the issues that we encountered along the way. They really got under the skin of our organisation and responded to our brief with creativity and ideas that captured our imagination. Their flexibility, proactivity and can-do attitude has brought to life something that is really game-changing.”

Gareth Baldwin, director at Corporate Innovations said: “The team at Corporate Innovations were delighted to be selected to deliver such a ground-breaking programme for an industry leader. We’ve put together an aspiration club with the emphasis on driving business growth through making an emotional connection and engaging the audience. “Ten years ago we were at the forefront in pioneering prepaid reward cards within the IT sector. But we are adding so much more value today by building a collaboration of like-minded partners in making the club really stand out and setting a platform for longevity and continued innovation.”