Royal Caribbean reveals Club Royal changes at birthday bash

Royal Caribbean International celebrated the fifth anniversary of its agent rewards scheme, Club Royal, and its own 50th birthday, at an event in Leicestershire.

The company announced a host of changes to Club Royal including going digital, giving agents double spending money on certain experiences, a new training platform and the ability to make charitable donations through the scheme. It also celebrated its best performing agents with an awards on the night.

“Club Royal has proved itself to be hugely successful,” Ben Bouldin, vice president and managing director of Royal Caribbean, told Cruise Adviser. “It’s not a cheap scheme to run so we need to make sure it works and that it’s driving the right engagement. As we’ve got to five years we’ve taken a step back and really looked at what made it so great to start with,  which is why we’ve introduced some key changes.”

More than 3,500 agents have attended Club Royal events, including special fam trips in South Africa and Dubai. During the evening Bouldin told attendees that all of them would get the chance to see Perfect Day next year.

Among the biggest changes to Club Royal will be getting rid of the plastic cards and replacing it with a digital version – meaning agents can access rewards from anywhere.

The company also revealed that last year 2,035 agents booked a Royal Caribbean holiday for themselves and now those booking either even night Allure of the Seas European sailings or Perfect Day cruises will receive double spending money – £200 for Blue members going up to £600 for Platinum members.

A new training scheme – LEARN (Learn Everything About Royal Now) – will launch in October and offers a more engaging experience for the user, with agents using artificial intelligence and intuitive learning. It will offer a more personalised experience for agents wanting to learn more about Royal Caribbean.

Another new part of the scheme is the ability for agents to make charitable donations to causes including the Family Holiday Association, Southampton Children’s Hospital and WWF. Royal Caribbean will match every donation made.

The winners of Royal Caribbean’s trade awards, which were based on 2018 performance were:

  • Best for Europe – World Travel Holdings
  • Best for Caribbean – Cruise.co.uk
  • Best for ex-UK – Iglu
  • Best for rest of world – Cruise 1st
  • Best homeworker – Sally Landers, Travel Counsellors
  • Best Club Rewards Ambassador – Michael Blackburn, Tui
  • Managing Director’s Award – Nasser Gerab
Sam Ballard

Sam Ballard is the publisher of CRUISE ADVISER and has been writing about the cruise industry for a number of years. His CV includes the likes of shipping magazine International Cruise & Ferry Review and the digital publication Cruise News. He can be contacted on:sam@cruise-adviser.com.

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