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

After a challenging pandemic launch, Virgin Voyages is hitting its stride, giving travel advisors more confidence to sell the brand.

'2024 was the year we really got established and people started to understand who we were and what the product was. Those two big consumer awards we won — Condé Nast Traveler and Travel + Leisure awards — were really important inflection points,' CEO Nirmal Saverimuttu said during a Resilient Lady cruise entirely devoted to 'first mates.'

'Having that validation for our trade partners was really important, and having you on the ship to experience it is really important, as well,' Saverimuttu told them.

The vessels have been 'mostly full' this year, especially in the Mediterranean, and 2024 revenue is up 50% over 2023 and on track to be up 50% again next year. Advance bookings are 'getting close to being in line with the rest of the industry.'

Moreover, Virgin Voyages is proving it can deliver when the ships are at capacity, as reflected by guest satisfaction scores and a 30% repeat customer rate (high for a new brand).

During the two-night 'Red Hot Resilient Lady Retreat' roundtrip Miami — a special cruise to nowhere for the ship before its winter deployment from San Juan, Puerto Rico — Saverimuttu, Chief Brand Officer Nathan Rosenberg and VP North American Sales John Diorio and his team were everywhere, taking part in three well-attended Q&A sessions and out around the ship.

Related:Hot off Virgin Voyages: New groups program and brand campaign

Applause lines and naughty list

They announced a new Circles (groups) program and a new brand campaign. Other applause lines at the Q&A sessions included technology fixes (reserving dining on the app has felt like 'The Hunger Games,' Saverimuttu quipped), Alaska cruises in 2026, the crew, inclusive pricing (Wi-Fi included, no extra charge for The Beach Club at Bimini and a contrast to 'surge pricing' at some cruise line private destinations) and no NCFs.

Besides highlighting positives, it was a frank airing of pain points or — as Diorio called them in true Virgin style, a 'naughty list' — of things to address because, he said, transparency builds trust.

Saverimuttu took ownership of ensuring greater pricing stability, working out the tech kinks and having at least two years of inventory open for sale.

Virgin's dynamic pricing had been 'a little too dynamic,' causing confusion, with adjustments made quickly as demand rose. Prices were changing within a week, sometimes within a day.

Going forward, the CEO promised more stable pricing, with the recent Alaska sales rollout as a template. And Diorio said travel advisors can feel confident telling their clients that booking early will get them the best price.

Related:Virgin Voyages' first Alaska cruises open for presale passholders

More stable deployment

With fourth ship Brilliant Lady now set to enter service in late 2025, inventory is available through 2026. In December, itineraries will open to April 2027.

Now in place is a 'much more stable deployment plan' that's also 'more diversified and varied,' branching out from the original four- and five-night itineraries into longer cruises, especially in Europe.

Saverimuttu said the 2025 Mediterranean program is 'very compelling with lots of variety,' more open-jaw sailings and late or overnight port stays in places like Ibiza and Dubrovnik, Virgin's top-rated destination.

Debuting with a North American tour in late 2025, Brilliant Lady is scoring strong sales, with better than expected demand for Alaska but also an enthusiastic response to, particularly, other West Coast cruises thanks to 'brand equity' from Virgin Atlantic.

'People are excited about seeing Alaska from their hammock,' Saverimuttu said. Many categories, especially suites, are sold out even though bookings for this 2026 debut season just opened three weeks ago.

He said both repeat and new to brand customers are booking because being kid-free offers 'a different experience in Alaska.'

'He listens'

'I love Nirmal,' said Michelle Fee, founder and CEO of Cruise Planners, the home-based travel advisor giant that's one of Virgin Voyages' top producers. 'The man connects with us. He listens. He's really open: He says "Tell us what you need and we'll make it happen."'

Fee, who spoke with Seatrade Cruise News aboard Resilient Lady, confirmed there's truth to Saverimuttu's message that first mates' feedback is 'invaluable. We're all building a company together.'

Fee said Virgin is addressing issues, and the advisor community is pushing the brand forward.

'When Virgin first came out, it was edgier than many of us liked. They toned it down but without changing their whole personality,' she said.

Some outstanding issues don't require changing the product but come down to technology.

'They own it, they know it and they're solving it,' Fee said.

She thinks technology was the barrier to a better groups program early on and called the 'Circles' and affinity group enhancements announced on the trip 'big.'

Some 2,000 travel advisors experienced a two-night cruise on Resilient Lady including Pajama Night and Scarlet Night, and saw sister ship Valiant Lady pass by, all alight. At lower right, the headline show 'Persephone' PHOTOS: ANNE KALOSH

2,000 first mates

It's smart to have so many first mates experience the product. 'I always say give us a story to tell and we'll tell it,' Fee said.

A couple of the Cruise Planners advisors aboard Resilient Lady, a husband and wife in their 70s, were on their 10th Virgin cruise — busting the stereotype that Virgin is just for young people. (Most customers are in their 40s to 60s; the average age is late 40s.)

These two advisors were among the more than 2,000 first mates who paid $250 each to be there (and got a $50 Bar Tab in return). Many also bought the next two-night revenue cruise with celebrity DJ Sam Feldt.

Among the first mates were lots of Virgin enthusiasts, like a woman in sparkly red hot pants at embarkation and others in red hats and flamboyant attire (not just during the once-a-cruise Scarlet Night).

The advisors were a mix of newcomers and veterans, some of them brand super fans. For one, Stephen Scott with Protravel International in Chicago, a Virtuoso member, said he and his wife have sailed multiple times, choosing Virgin for their own vacations.

'A lot of first mates personally cruise on Virgin,' according to Diorio. 'We love hearing them brag about how many they've been on. It's a testament that they go on vacation with us.'

A virgin on Virgin

A self-described 'virgin on Virgin,' Fee hadn't been able to sail until now, due to scheduling.

She was impressed.

With 'Persephone,' for instance, mingling modern theater with Greek mythology in a dynamic, eclectic show that's only on Resilient Lady.

Fee said it was different from the start, with the audience standing and the performance taking place all around: 'It mesmerized everyone. It was connecting with us in a very unique and different way that nobody else is doing.'

She also praised the dining and service. In the Italian restaurant, Extra Virgin, her waitress provided a level of service that made Fee think she was on a luxury cruise line.

And the ship itself is 'charming with all these little spots and spaces where people gather' for music and pop-up entertainment. Not big lounges. Plus, 'really good shopping,' Fee said in a nod to Starboard Group, Virgin's retail partner.

Adults only

Rosenberg identified the Virgin Voyages customer as 'anyone traveling without kids.' No kids 'allows us to create a more elevated, sophisticated experience,' he said.

There aren't a lot of adults-only cruise options at this price point; others are on luxury lines.

That said, Virgin's pricing is higher than the mainstream because of everything that's included (all dining, Wi-Fi, gratuities, non-alcoholic drinks).

As Rosenberg said: 'You pay to get on, you don't pay to get off.'

According to Fee, 'We're getting [the higher price]' when advisors explain to clients what's included.

'This is a great brand,' she said. 'We've been selling it for a long time and really good reviews come back.' There are always little things that need fixing at any line but she thinks Virgin's 'figured it out' and has 'clearly cut out a space for themselves.'

Different from everyone else

Virgin Voyages was announced with a flurry of excitement, but many travel advisors waited to see how they'd be different from everyone else.

'I think they accomplished that, and they did a really great job,' Fee said.

She added that 'Virgin really does drive new customers to the cruise industry. You've got that adults-only, hip vibe. It's not adults-only luxury, but a different market. It provides a new entry point for people to try cruising. And they may say: "Wow, we love this so much, we want to bring the kids."'

Diorio said 60% to 65% of Virgin sailors have kids under 18 at home. They may take a family vacation but they also want to get away for some adults-only time.

For that reason, there's a lot of crossover for travel advisors who sell all-inclusive resorts and Disney.

Cruisers like us, too

Plus, as Virgin Voyages has tweaked its product and messaging, it's now appealing to avid cruisers.

Saverimuttu cited 'healthy demand' from both first-timers and experienced cruisers.