Virgin Voyages is seeking to attract more upscale travellers of all ages and move away from its image of a party-cruise line with the launch of its fourth ship, Brilliant Lady.
Speaking onboard the new vessel during a preview day for 1,300 UK agents and press, Chief Marketing Officer Nathan Rosenberg admitted Virgin Voyages’ got its original marketing message wrong.
When it launched its first ship, Scarlet Lady, its intention was ‘to make a splash’ as a ‘disruptor’, he said. “I think what’s held us back in the past is that the initial perception challenges on how, not so much the brand presented itself, but how it landed,” said Nathan, adding that, in future, the cruise line will push onboard experiences, such as its food, spa and health and wellness facilities.
It will also be looking to work more closely with UK travel agents, including those who specialise in ‘accessible luxury’, following a 35% increase in the average value of cruises sold in the UK in the last six months.
Virgin Voyages Vice President of Growth Stephen Hopkins said: “2025 is already a record-breaking year in terms of revenue and the price point that we’re achieving through the UK trade.
“Our current view is that the UK is always going to be a second market, and if anything, it’s a market we’re going to be doubling down on.”
Director of Sales UK Sarah Jane (SJ) Walker told Travel Gossip the average value of a cruise sold in the UK has increased because of the popularity of its longer itineraries and more clients booking premium cabins.
“The longer worldwide sailings are proving to be a natural fit for the UK market. For example, our Caribbean business from the UK has quadrupled, which has shifted the overall product mix and increased average booking values,” she said.
“We’re also seeing agents confidently booking their clients higher up the ship, with more sailors [passengers] choosing premium cabins and suites.
“On top of that, our repeat rate is incredibly strong — sailors coming back for their second or third voyage know the value of what we offer and are willing to invest more in elevating their experience.”
Brilliant Lady will set sail for New York tomorrow (21 August) and will homeport for the coming season in New York, Miami, Los Angeles and Seattle.
