The Brief
To create a completely new way to incentivise RCCL agents.


Corporate Innovations devised, developed and implemented Club Royal, a reward programme for participating agents that linked to a prepaid MasterCard which meant freedom on where their rewards could be spent.

On registration agents immediately received a £20 balance on their card as a thank you for joining. Thereafter, for every booking made, agents received £5, loaded directly onto their prepaid card. Bookings were logged through a branded reward site and communications platform.

To qualify for the scheme, agents must have made at least 4 cruise bookings and have achieved ‘captain’ level status on the line’s e-learning programme, Cruising for Excellence.

To increase uptake agents who signed up for the scheme also received additional membership benefits such as access to Gourmet Membership and Red Letter Days, as well as bonuses for bookings and a number of exclusive member “Loyalty Events”. These loyalty events included sailings on board ‘Quantum of the Seas’ with their partners, a trip to Paris, and a VIP night at The Brits.

“We are so excited to be bringing this industry-first to our valued travel partners. Club Royal offers easy enrolment, instant rewards and exclusive benefits for club members. It’s fast, simple and flexible and agents joining this new club will be in the enviable position of having complete freedom in how to spend their rewards. The new club will give us a great opportunity to reward our loyal partners and also engage with agents who don’t yet work with us.” Director of Sales UK & Ireland, Royal Caribbean International