For decades, Sir Richard Branson has been building brands known for flouting tradition, embracing radical innovation, and delivering lots of cheeky humour.
So it’s no surprise that Virgin Voyages, his four-ship fleet of “Ladies,” brings some bold ideas to a sector where cruise lines have long battled to differentiate their brands.
This message was front and centre during an evening webinar held 04JUN for Canadian travel advisors and their clients, who were encouraged to “grab a bevvie” as the session kicked off. Hosted by Sean Russo, Sales Manager for Virgin Voyages in Canada, the session covered ships, itineraries and inclusions.
“We are,” Russo stressed, “a premium brand with a twist.”
Worth noting is that Canadian residents are eligible for special rates: 15% off select sailings for a limited time. And yes, the company accepts CAD$.
Virgin Voyages currently comprises four ships, each with a capacity of 2,700 pax. The crew numbers 1,150, representing over 80 countries. The ships stop at more than 150 destinations, with itineraries ranging from four to 16 nights.
One standout feature is the diversity of clients — or “sailors,” as Virgin Voyages calls them. “They aren’t all 20-something disruptors,” Russo noted. Guests include mature couples, LGBTQ+ travellers, and lots of solo cruisers, who are invited to socialize with the other solo (though not necessarily single) travellers. On-board weddings are also an option.
Another major brand differentiator? No kids on board. “We don’t say 'kids-sail-free' — we say 'kids-free sailing,'” he said. “No one pushing all the buttons in the elevator.”
Also, there is no traditional Cruise Director. Instead, each ship features a “Happenings Cast” of colourful personalities — including a resident drag queen.
In a cruise landscape overflowing with packages, upsells, combos and fine print, Virgin Voyages keeps it simple and advisor-friendly.
All 20 restaurants (not a single buffet in them), non-alcoholic beverages, and Wi-Fi are included. Alcohol packages are available for pre-purchase. And gratuities? They are not just discouraged, they are not even allowed.
Entertainment is also off-script. “It’s very different from other ships that license, for example, Broadway-style shows. Our line-up is for us exclusively," Russo pointed out. The variety show is known as a “ship show.” (Did we say cheeky?)
Cabins feature a “boutique design”, and 86% have a terrace — complete with Virgin Voyages’ trademark red hammocks — and 93% come with ocean views. The largest cabins top out at 2,147 square feet.
And to think it all started with Sir Richard Branson's vision of “a superyacht for all." Or, as he famously put it, “Life is a helluva lot more fun if you say yes rather than no.”
