JENNIFER CALLISTER, Head of Royal Caribbean in Ireland, celebrated the fifth year of Club Rewards in Ireland this year and Royal Caribbean’s 50th Birthday at an exclusive event at the 5 star Cliff House Hotel in Ardmore, Co. Waterford…
Royal Caribbean’s trade partners attending the momentous celebrations at the Cliff House welcomed announcements about fantastic new incentives and competitions for members of Club Rewards, the cruise brand’s industry-leading agent incentive scheme.
The cruise line is at the forefront of innovation and sustainability and in keeping with this drive to pioneer and revolutionise the sector, Club Rewards has announced several brand new, industry-leading initiatives for agents to mark the programme’s 5th birthday.
New trade initiatives and incentives include digital Mastercards for Club Rewards members, an industry first whereby brand new digital Master cards for Club Rewards members will enable agents to access their rewards account via a new Mastercard app, and rewards now in Euros, which will see Club Rewards members in Ireland able to enjoy their rewards in Euros, meaning Blue and Gold members can now earn up to €10.00 for every booking.
As a special birthday treat Royal Caribbean is also offering members double holiday spending money: enhancing Club Rewards’ best-loved benefit, agents can now enjoy double spending money on their own holidays onboard Allure of the Seas sailings in Europe and all Caribbean cruises to Perfect Day of 7 nights or more.
Jennifer has taken time out to reflect upon an extraordinary 50th year in business and offer insights into how Royal Caribbean seeks to maintain it’s position as Ireland’s favourite cruise brand…
Q: What has been your personal highlight of Royal Caribbean’s 50th year?
A: The amazing birthday party we held for our trade partners at the Cliff House Hotel was a highlight for me! It was very special celebrating Club Rewards 5th birthday against the incredible backdrop and stunning scenery of the Cliff House, with the agency partners who are so integral to effectively communicating to Irish holidaymakers how a Royal Caribbean holiday offers something for everyone. They are very important to our business in Ireland, and because we are constantly on the road visiting agencies up and down the country, we know each other well so you can only imagine the craic we had that night!
We were delighted to announce the new Club Rewards initiatives and incentives at the event, including double holiday spending money for Club Rewards members, as a way of thanking our trade partners for their continued support.
Q: The brand has gone from strength to strength over the past 50 years. Can you tell us about some of the special Royal Caribbean milestones?
A: In the last number of years we have pioneered many firsts at sea and seen some of the company’s most ambitious projects to date, including the unveiling of Perfect Day at CocoCay and the launch of Symphony of the Seas which is the largest cruise ship in the world. It has been big, wow-factor moments like these that have seen Royal Caribbean revolutionise the cruise industry and allowed us to attract increasing numbers of ‘new to cruise’ holidaymakers.
The launch of Symphony to the market was momentous for me because the ship truly represents everything Royal Caribbean is passionate about, and our values as a brand; that’s high-octane adventure, adrenaline-fuelled activities, world-class facilities, a fabulous choice of dining options and state-of-the-art technology.
Q: The cruise industry in general is ‘booming’ – what do you think is attracting increasing numbers of holidaymakers to cruising?
A: The industry is definitely ‘booming’! In fact, Cruise Lines International Association (CLIA) announced recently that the number of ocean cruises taken by UK and Irish passengers last year reached over two million for the first time, so it looks like the allure and excitement of cruise holidays is attracting a new genre of guest. We are successfully appealing to and attracting a much younger audience and more families than ever before.
To me, what sets a cruise holiday apart is the volume and range of activities including ‘top-deck’ action adventures and chill-out experiences across the ship, the convenience of visiting a number of incredible destinations in one sailing and the unrivalled selection of food, drink and entertainment options onboard. There is something for everyone onboard Royal Caribbean ships, whether you’re someone who craves ‘me-time’ and a touch of luxury while on holiday, or a thrill seeker chasing exciting, new experiences.
Q: We are in the era of social media and Instagram is influencing people’s holiday choices more than ever before. What are your thoughts on social media in the 21st century travel industry?
A: Royal Caribbean conducted research this year into the social media habits of Irish holidaymakers and found that social media, and Instagram in particular, is driving people’s holiday choice. The study revealed that 30% of Irish millennials have booked a holiday or experience after seeing someone posting about it on Instagram.
Appropriately so, we launched our Shore-Explorer ‘Apprentice-Ship’ competition via Instagram earlier this year. The competition was a search for Royal Caribbean’s first Shore Explorer ‘apprentice’ to embark on an all-expenses-paid world trip, seeking out new experiences that will ultimately influence our shore excursion programme. Harry McNulty aka ‘Salty Nuts’ was the winner of this incredible apprentice-ship and created amazing content for our followers on social media, giving people a glimpse of some of the amazing experiences holidaymakers can enjoy, and capture on their own social media channels, on our holidays.
Q: How are Royal Caribbean planning to attract a younger demographic to cruising in 2020?
A: Summer 2020 is set to be Royal Caribbean’s boldest season in Europe yet, with two newly amplified ships sailing to bucket-list destinations that are sure to attract the younger cruise guest in search of culture, history and adventure. Allure of the Seas and Explorer or the Seas will both undergo multi-million-dollar amplifications, ready to sail Mediterranean itineraries next Summer, offering Irish holidaymakers even more fun-filled onboard features and activities and innovative experiences.
We also recently announced new four-day sailings to Perfect Day at CocoCay; the new itineraries will feature the ultimate late-night island experience on Perfect Day, complete with extended hours and new adventures. These cruises will offer the ultimate short getaway, giving travellers of all ages the chance to extend their time on the island with traditional Bahamian-inspired activities, such as island barbecues and performances by fire dancers, topped off with farewell fireworks before setting sail.
Q: And what’s on the cards for trade?
A: The announcement of a host of unrivalled, new incentives for our trade partners in the UK and Ireland was the perfect way to mark Club Rewards 5th birthday and thank the trade for their ongoing support over the last number of years, and decades! We have revealed industry-leading surprises and launched new incentives such as digital Master cards for Club Rewards members, double spending money onboard for agents, and charity incentives. Not to mention, Club Rewards members in Ireland will now be able to enjoy their rewards in Euros, meaning Blue and Gold members can now earn up to €10.00 for every booking; which is fantastic for our agency partners in the South.
The 5th birthday of Club Rewards is an incredible milestone for the brand and we believe that the success of the rewards programme is down to the enthusiasm and engagement of our trade partners. We are looking forward to further developing our strong relationships over the next few years!
