Royal Caribbean aiming to double trade educational programme next year

Aaron Langford, the line’s UK and Ireland senior sales director, made the pledge during an interview with TTG, the day after Royal launched its new trade loyalty programme, Upper Deck. 

Speaking 90 days into his new role, Langford said: “I’m keen to get more agents on our ships. I would like to start thinking about fam trips for next year. 

“There are a lot of agents who have not sold cruise or a Royal Caribbean sailing before, or even experienced one before. It’s about creating that memory for agents – can we give them the experience that will enable to sell the product in a better way?”

Langford said Independence of the Seas’ return to the UK in 2025 would be one opportunity to get agents onboard, adding there would also be chances to experience Royal’s new ships Utopia of the Seas and Icon of the Seas, both of which will be based in Florida next year. 

’I could jump on any ship’ 

This year, Royal welcomed around 1,000 agents onto its ships, but Langford hopes to double that figure. "In 2025, we’ve got more opportunities to get agents onboard so we could double the number,” he said.

Langford said his understanding of how important educationals were came from his four-and-a-half years in Miami where he was Royal’s commercial strategy director. 

“In Miami, I was blessed because I could jump onto a ship whenever I wanted. I was quite privileged,” he continued. “I now want to supplement our [e-learning] Learn programme with real-life experiences.”

’We want to pay agents handsomely’

Royal launched Upper Deck on Tuesday following a series of agent roadshow events to promote the platform to select groups of agents.

When asked how the trade had reacted to the programme, with which agents can earn up to £500 per booking plus their usual commission, Langford said: “The feedback has been really impressive. 

“The social media engagement has been off the charts. It is two or three times more than that what we would normally get. Everyone is happy to have this opportunity to make more money. We’re super excited about it."