Virgin 'Fair & Flexible Fares,' sticks to no NCFs, sees strong wave

John Diorio, VP North American sales, called 'Fair & Flexible Fares' a 'really big thing for us.

'It's about all the inclusions you get in our fares, about the flexibility of changing dates if you need to — there's no penalty up until 45 days and you can change the names up until 48 hours prior,' he said.

These aren't new, but Virgin's campaign aims to better communicate them.

Virgin Voyages created this comparison for its 'Fair & Flexible Fares' campaign

'If you look at what's in our fare and compare to other lines, whether it's contemporary or premium, there's tremendous value in what we include. Yes, our fare will be higher but when you actually do the math and all the add-ons from other lines, we're still going to come in ahead,' he asserted. And first mates (travel advisors are 'going to make more money because we have no NCFs.'

Other lines, Diorio continued, can lead with a lower price, 'but if you really check into it, you get nickel and dimed and everything starts adding up and the next thing you know, how did this $3,000 booking turn into $6,000?'

No NCFs and additional pay

Diorio stressed that one of the brand's founding principles, paying commission on all fares — not excluding port fees and other items as most lines do — remains another key differentiator. Commission is 16% and Virgin pays 10% for pre-cruise sales of on-board amenities like bar tab and shore excursions.

In the coming months, advance spa bookings will be added to that list.

Norwegian Cruise Line is discontinuing its no NCFs policy after the first quarter of 2024. It had introduced no NCFs to help the trade during the pandemic but determined the boost in business wasn't strong enough to justify the cost.

'I applaud what NCL was trying to do,' Diorio said, adding: 'Virgin is in a different place than other cruise lines. We are still growing with the trade. We want our fair share of bookings and we're not even close to that.'

Advisors may be used to the no-NCFs policy of other brands, but Virgin needs to stand out. According to Diorio, 'It truly makes a big difference.'

FB live with surprise guests

Dioro spoke to Seatrade Cruise News fresh from a first mates Facebook Live session this week that was joined by CEO Nirmal Saverimuttu and Sir Richard Branson as surprise guests.

First mates soiree

This followed Virgin Voyages' second annual first mates soiree in early January, which saluted its top 100 travel advisors. Diorio's pleased that 92 of the top sellers cruised.

John Diorio, center, with prize-winning travel advisors during the line's recent first mates soiree

Making the top 10 were Alex Lopez, Bobby Laurie, Bridget D. Flowers, Heather Bowen, Jana Elias, John Bowers, Kelly Roma, Robert Huss, Samantha Robichaud and Thelma Taylor.

Awards included regional winners for Corks Crew, nominated by the field sales team for first mates who 'exemplify all the qualities of an incredible partner: innovative, hard working and incredibly passionate about what Virgin Voyages has created' (Laurie Poe, Charisse Palmer, Randy Marsden, Bertina Anderson, Sheri Langwald, Jennifer Sebby); Sales Navigator, for the first mates who've 'embraced the Virgin Voyages brand, and turned numerous clients into sailors during their first year of partnering with us' (Sean Mills, Lou Edwards); and the 'Let’s Go Book Award,' for those who used the 'Let’s Go Book' tool to 'make an incredible amount of bookings this year' (Thelma Taylor, Samantha Robichaud).

New consortia partners

Virgin Voyages recently forged a new trade partnership with the WESTA consortium of West Coast US travel agencies. And a preferred supplier deal with another consortium is close to being announced.

Strong wave kickoff

Diorio said wave season is going 'very well,' with bookings trending 'much higher than in 2023.' Virgin Voyages' offer is 75% off the fare for the second passenger in a stateroom and up to $600 bar tab, depending on the voyage length.

This offer will drop to 65% off the second guest and a lower bar tab enticement starting Feb. 1.

The promising wave sales follow strong sales months in September and December, when Virgin launched new itineraries. The December announcement opened bookings for sailings through October 2025, a move welcomed by travel partners.

Notable itineraries

New itineraries that are doing well include a pair of Portsmouth, UK-Reykjavik adventures of 10 and 11 nights and a pair of seven-night summer Caribbean cruises from PortMiami to Grand Turk or Grand Cayman.

Australia has been a success, too. 'Our bookings surpassed expectations for the first season,' Diorio said. 'The Virgin brand does very well there.' Plus, it made a splash with Branson's presence for Resilient Lady's launch.

Diorio would like stronger bookings for the May, June and July cruises from Barcelona. To nudge sales, pricing from May to July and a bit of August was 'tweaked down a little.'

'Business is good but I'd love to see more,' he said, adding that Barcelona airfares are lower than last year which also should help.

On the flip side, cruises from Athens are selling 'really well,' partly, Diorio said, because 'Athens in hot' but also Virgin has less inventory there, a half season.

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