Cunard has revealed it is joining the travel agent reward and recognition programme, Shine Rewards Club.

The programme was introduced by P&O Cruises last November.

Cunard will operate a points-based system, giving agents the chance to gain points in a variety of ways, from making a Cunard Fare booking to completing training modules.

Agents can combine the points they earn from both Cunard and P&O Cruises and exchange them for a range of prizes, such as designer goods, experience days and technology products, as well as a cruise.

Travel agent partners can now register for the club and from 3 December will be able to enter their Cunard Fare bookings to earn Shine points.

Cunard’s sales director, Gary Anslow, said: “We’re delighted to be joining Shine Rewards Club. It offers us the opportunity to reward our agents for making Cunard Fare bookings and for engaging with The Academy Online.

“Since its launch, the programme has been an enormous success and the feedback from agents has been really positive. It will increase awareness of our exceptional ships, itineraries and White Star Service, all of which set Cunard as the benchmark for luxury travel.”

P&O Cruises VP of sales & distribution, Alex Delamere-White, added: “It’s great to see Shine Rewards Club welcome a new brand on board.

“We can’t wait to be collectively rewarding agents for their support and loyalty for both P&O Cruises and now Cunard. With more brands come more points and more points mean more rewards for agents.

“Over the last year we have seen over 10,000 agents benefit from Shine Rewards but what pleases us most is when agents choose to use their points to sail with us. Now with more opportunities than ever to earn points, we hope to see more agents on board than ever before.”

Agents can register online at