Travel agents selling Cunard and engaging with the brand can now earn points through Shine Rewards Club, the trade loyalty programme originally set up by sister brand P&O Cruises.

They can register with Cunard Shine Rewards Club immediately and will be eligible to earn points from December 3.

Points can be earned in a range of ways, from making a booking to completing a training module. They can be exchanged for rewards such as designer goods, experience days and a Cunard cruise.

They can also be combined with points earned through bookings with P&O Cruises.

Gary Anslow, Cunard’s sales director, said: “A lot of agents are logging [P&O Cruises] bookings on Shine and we think there is an opportunity for Cunard-selling agents to do the same.

“Agents can really benefit from this. It is absolutely right that we are a part of Shine Rewards Club.”

Anslow, who joined Cunard two months after P&O Cruises launched Shine last December, said he particularly liked the idea of rewarding agent engagement with the brand.

“Shine Rewards Club will give agents a better understanding of the brand,” he said.

“In the past, we have had ad hoc incentives and competitions, but nothing as formalised as this.”

More than 10,000 agents have signed up to Shine Rewards Club in 11 months, and Anslow is targeting the same number of registrations over the next year.

“There should not be a travel agent in the country, selling cruise, who is not signed up,” he added.

Cunard will offer its own version of P&O Cruises’ Spin The Wheel feature on Shine Rewards Club, giving agents the chance to boost the number of points earned through Cunard Deck Games.

Asked whether another Carnival Corporation brand could join Shine Rewards Club, Anslow said: “In the same way that we have picked up on it, there may be an opportunity for another Carnival brand to come in.”