Virgin Voyages: Revolutionizing the Adult Cruise Experience
The landscape of cruise offerings has transformed significantly in the 21st century. As we approach this year’s Cruise Ship Interiors Design Expo Europe, which will showcase the latest advancements in cruise interiors, we delve into key trends emerging from Virgin Voyages, the newest player in the sector.
When Virgin Voyages launched its inaugural ship in 2020, it aimed to make a significant impact on the cruise industry, even amidst the challenges posed by a global pandemic. The company has successfully navigated these waters, creating a unique cruise experience tailored specifically for adult travellers.
Nicole Huang, VP of customer experience at Virgin Voyages, discusses how the company is reshaping cruising expectations by embracing the unconventional, luxurious, and, most importantly, the traveller’s freedom of choice.
A New Breed of Cruise Line
Unlike traditional cruise lines that cater to families, Virgin Voyages is exclusively for adults, allowing for the creation of more sophisticated, edgy, and curated experiences. This includes entertainment that can push boundaries without the need to accommodate children.
With its innovative approach to onboard experiences, Virgin Voyages is establishing itself as a genuinely different kind of cruise line. Huang explains, “We are an adult-only cruise line, so we’re 18 years and above. That allowed us to design the experience a little differently.”
This distinction is evident not only in the ship’s architecture and activities but also in the mindset that Virgin Voyages brings to cruising. Huang highlights that the line appeals to anyone “young at heart”: “If you go on our voyages now, they range from 20-something years old to 70- or 80-year-olds, and they mingle perfectly. I think it’s because everyone has a similar vibe.”
This positioning has enabled Virgin Voyages to attract a diverse demographic of passengers, from young professionals seeking a luxurious yet relaxed holiday to retirees looking for a high-end, social experience.
Virgin Voyages elevates onboard entertainment beyond the typical cruise offerings. Its shows are innovative and designed in collaboration with renowned production companies, with a strong emphasis on live music, comedy, and immersive performances across various intimate venues on the ship. The line also prioritises wellness with spa treatments, fitness classes, and wellness programmes.
Additionally, Virgin Voyages boasts a private beach club in Bimini, Bahamas, available to Sailors on Caribbean itineraries from Miami. This exclusive retreat features a vibrant, club-like pool scene alongside tranquil, zen-like oceanfront areas for relaxation.
The Virgin Voyages Experience: Curated Freedom
The experience offered by Virgin Voyages is not merely about being different; it is fundamentally about addressing customer feedback regarding common frustrations in cruising. “We did some research to understand the pain points of current cruisers and those who haven’t cruised before,” Huang states. “Much of it was about being scheduled—being told when to dine, when to go to entertainment, and having to rush back to the ship.”
In contrast, Virgin Voyages provides an onboard experience that emphasises freedom of choice. There is no traditional main dining hall with set times; instead, the ships feature six signature restaurants and various eateries, allowing guests to dine at their leisure. Huang adds, “You do it like you do on land. You use our app, book your preferred dining, and arrange your schedule independently.”
This focus on freedom and flexibility extends beyond dining. With over 20 eateries and bars, Virgin Voyages has crafted an environment where every passenger can curate their own experience, from casual snacks to upscale dining, with an emphasis on quality, variety, and autonomy.
Entertainment with an Edge
Virgin Voyages takes onboard entertainment to new heights by focusing on original programming and immersive shows that break away from traditional cruise norms. “We partner with companies like 7 Fingers and Sam Pinkleton & Ani Taj, who already have land-based successes,” Huang explains. This collaboration has led to the creation of shows like Duel Reality, an acrobatic performance that became so popular onboard that it transitioned to a land-based show.
This curated entertainment is part of what distinguishes Virgin Voyages from traditional cruise lines, which often feature more standard, family-friendly fare. “Because we’re adults-only, we can push the envelope a bit more with our entertainment, offering more abstract or edgy shows.”
Virgin Voyages also integrates comedians, live musicians, and DJs throughout the ship in various intimate spaces, fostering a vibrant nightlife scene. “Live music is super important for us,” Huang notes. “At any given evening, you can find your corner with the music you love, and every time you come onboard, you’ll find a different experience.”
Casual-Luxe with Virgin Voyages
Virgin Voyages brands itself as offering a “casual-luxe” experience. While luxury is often associated with formality, Virgin Voyages promotes relaxed sophistication. “It’s not an uptight luxury experience, but more casual, come as you are,” says Huang. This ethos is reflected in everything from dining options to the ship’s decor and social spaces.
A signature element of this laid-back luxury is the famous “Shake for Champagne” feature, a unique experience that exemplifies Virgin Voyages’ fun and spontaneous vibe. Using the app, guests can shake their phone, and a button appears to summon a bottle of champagne, delivered anywhere on the ship.
“Based on our location services, our crew will find you and bring the champagne, along with two glasses—or more if you want to share,” Huang explains. It’s touches like these that make Virgin Voyages’ offerings both luxurious and effortlessly cool.
Staying True to the Virgin Brand
In a world where cruise lines are increasingly adding thrill rides like roller coasters and water coasters, Virgin Voyages intentionally steers clear of this trend. While such attractions have broad appeal, Huang believes they don’t align with Virgin Voyages’ adult-centric vision. “It’s not something we see as a key feature,” she states. Instead, the focus remains on creating more experimental, sophisticated experiences that resonate with their guests’ tastes.
For instance, Virgin Voyages has introduced innovative twists on traditional cruise activities, such as a high-energy, DJ-fuelled take on bingo, merging entertainment with social experiences. “We want to create experimental experiences,” Huang says. “That’s something our audience resonates with.” Competitive socialising is a significant trend, and Virgin Voyages is ideally positioned to capitalise on that momentum.
On-board Design and Flow
Huang also emphasised the importance of the ship’s design in enhancing the overall guest experience. Virgin Voyages’ ships are crafted with diverse, intimate spaces that ensure a sense of discovery and privacy, even when the ship is at full capacity. “We’re selling pretty much full ships now, post-pandemic,” she notes. “But the way the ship is designed, you never feel crowded. There’s no mass space where you feel surrounded by 1,000 or 2,000 people at once.”
This meticulous approach to design is evident in how Virgin Voyages spreads out its entertainment, dining, and social venues. Whether guests are seeking a lively party or a quiet corner, they can always find the right spot to suit their mood. “Every corner on the ship is quite different. And that corner might suit you today, but you’ll find a new experience elsewhere tomorrow.”
Virgin Voyages’ Brilliant Lady and More
The cruise line currently operates three ships, with a fourth on the way. The flagship vessel of Virgin Voyages, Scarlet Lady, launched in 2021. In 2025, this ship will focus on Mediterranean itineraries during the European summer season and routes in the Caribbean during the winter.
Meanwhile, launched in 2022, Valiant Lady will operate primarily in the Caribbean, offering short to medium-length itineraries. Resilient Lady, launched in 2023, offers sailings in the Mediterranean and plans to extend to other global regions.
That’s some rapid growth in just five years. However, Virgin Voyages isn’t resting on its laurels. With the launch of its newest ship, Brilliant Lady, in 2025, the cruise line is set to expand its offerings even further. Although Huang keeps some details under wraps, she hints at exciting new entertainment and culinary experiences that will be unveiled with the new ship. “We’re not ready to announce it yet, but there will definitely be something new onboard.”
With each new ship, Virgin Voyages continues to evolve its approach, pushing boundaries and setting new standards for the cruise experience.
The Power of Collaboration: Cruise Ship Interiors Design Expo
Virgin Voyages has disrupted the cruise industry with its bold, flexible approach to customer experience, innovative entertainment, and unique “casual-luxe” philosophy. As the brand continues to expand, it’s clear that Virgin Voyages will remain a leading force in reshaping the future of cruising.
Huang is quick to credit the broader cruise industry for its collaborative spirit, particularly regarding ship design. Events like Cruise Ship Interiors Design Expo are crucial in fostering innovation. “I always believe creativity comes from different opinions,” she states. “The vibe at these events is always very open. There’s a real willingness to exchange information about what works and what doesn’t.”
For Virgin Voyages, which is still a relatively new player in the cruise industry, these events offer invaluable insights. “As a new cruise line, it’s always helpful to learn from others—what materials are easy to maintain, for example. These kinds of knowledge-sharing opportunities are important, and I always find it amazing how willing people are to share,” Huang adds.
This December, Cruise Ship Interiors Design Expo Europe in London will provide professionals from across the industry the chance to connect, share ideas, and explore the latest trends in cruise ship design. With Virgin Voyages continually pushing the envelope, there’s no doubt they will be at the forefront of discussions about the future of cruising.
Network and Learn This December
Cruise Ship Interiors Design Expo Europe (CSI Europe), the world’s premier exhibition and conference fully dedicated to the cruise ship industry, is taking place at Excel London from 4 to 5 December 2024. The schedule includes speed networking, Lunch & Learns with interviews from industry experts, Q&As, the popular Pitch & Pint for new-to-cruise suppliers, an extensive conference with speakers from both within and outside the cruise ship interiors sector, and more.
Launched after the success of Cruise Ship Interiors Design Expo Americas, CSI Europe caters exclusively to the European cruise market. The Opening Party, which will take place the day before the show, will kick off the event. This will be followed by two vibrant days of creative exhibits, inspiring conference sessions, and fantastic networking events, including the free-to-attend Cruise Ship Interiors Awards on the show’s second day.
The 2024 event will feature over 200 exhibiting interior suppliers, outfitters, and design studios, as well as the brand-new Hospitality@CSI, which includes 30 exhibitors and a dedicated content programme. This new zone acknowledges how hospitality interior design works together with hospitality products to influence visitor experience, increase efficiencies, and deliver brand identity to each guest.
To hear more about how design and experience are shaping the future of the cruise industry, join Virgin Voyages and other leaders at the Cruise Ship Interiors Design Expo Europe this December in London. It’s the perfect opportunity to explore new ideas, share insights, and discover what’s next in the world of cruise design.
