Hot off Virgin Voyages: New groups program and brand campaign

Virgin Voyages is rolling out a new groups program and a new brand campaign. Plus, a sweetened Black Friday/Cyber Monday offer with fares as low as $99 per night and $100 Bar Tab.

The line's updating its 'Circles' (groups) policy which, for the first time, will allow first mates (travel advisors) to hold space at a discounted rate that's locked in until Virgin recalls the inventory.

This will give 10% savings off retail rates, with no minimum number of cabins to book. The only minimum is to secure a travel conductor rate — which continues as 10 booked cabins to earn an 11th free, or a 2% bonus commission.

Announced to first mates aboard Resilient Lady

'We listened to first mates' pain points. We wanted to create a more flexible program that allows you to take the time to build groups,' John Diorio, VP North American sales, announced aboard the two-night 'Red Hot Resilient Lady Retreat,' a special cruise to nowhere roundtrip Miami before the ship heads to its Puerto Rico winter home.

The change was met with applause during first mates' briefings on board.

Virgin's affinity groups program will continue similar to now, with a minimum of eight cabins required, and the 10% discounted rate will be available for 30 days. As long as the advisor keeps selling cabins for the group, the promotional rate applies for up to 180 days before sailing.

Related:Virgin Voyages to first mates: 'We're building a company together'

'Now that we have more inventory available further out, we need to better leverage the trade to help us create groups further out,' Diorio said.

Sales are now open for two years ahead of departure and, by the end of 2024, Virgin will have have announced inventory out to April 2027.

'Thrilled' by the change

Tré Ann Krupnick, owner of Supertravelistic, told Seatrade Cruise News she's 'thrilled' Virgin Voyages is changing its Circles and groups programs because 'It's been very hard to put something together that I can sell to my retreat-oriented clients.' Her business is moving toward group sales and events, specifically for women in mid-life, with menopause wellness themes.

'I'm very excited because I'm hoping to get a menopause, sexual health, wellness and nutrition group on here. I think Virgin Voyages is the perfect place to do that,' Krupnick said.

Michelle Fee, founder and CEO of Cruise Planners, the home-based travel advisor giant that's one of Virgin Voyages' top producers, said the groups change is 'a big one,' adding: 'They have to figure that out because that will top their ships off.'

What Virgin's doing will help front-line advisors develop more business, Fee said, and the line's also coming out with some 'cool technology' involving white-label sites with a click-through that's also boosting travel partner sales.

'Love from Virgin Voyages'

As for the new brand campaign, 'Love from Virgin Voyages' focuses on people — 'the people you're traveling with and the people you meet on the ship and the crew,' Diorio said. It will be told as if someone's writing a post card, 'telling a story about the amazing time they're having.'

'Love from Virgin Voyages' follows the 2023-24 'Karma Chameleon' campaign, which highlighted ship facilities.

'This is hearing the sailors' (passengers') experience,' Diorio said of the new television advertising that was fully developed in-house.

Tug at the heartstrings

It sprang from a Mediterranean photo shoot, Chief Brand Officer Nathan Rosenberg explained. 'They sent a card: "We wish you were here, Love from the marketing team."

'It triggered a whole new idea of people you're thinking about and people you wish were here with you. It will be emotional ... about the joy of being together,' he said.

Sweetened Black Friday offer: $99/night

On top of its Black Friday/Cyber Monday offer announced a couple weeks ago, Virgin added a $99 per night deal for Insider Lock It In cabins (guaranteed within a certain category at the discounted price, but the exact cabin number is assigned closer to sailing date) plus a $100 Bar Tab.

This provides rates as low as $99 per night on select voyages, along with the bar tab, when booking a Limited View Sea Terrace, The Sea Terrace, XL Sea Terrace, Central Sea Terrace and RockStar Meta category. Bookings must be made between Nov. 25 and 11:59 p.m. EDT Dec. 3.

Three dozen voyages on Scarlet Lady, Valiant Lady and Resilient Lady across a range of itinerary lengths and destinations are eligible.