By
Rebecca Gibson |
When Virgin Group established Virgin Voyages in 2014, it aimed to eschew tradition and create an adults-only brand that would revolutionise the cruise industry with superyacht-style ships, varied itineraries and innovative guest experiences.
“We sought to create a ship that Richard and his friends would love to sail on – a boutique hotel with superyacht vibes,” explains Nirmal Saverimuttu, who held several roles at Virgin Voyages before becoming CEO in September 2023. “But we also wanted to create a cruise experience with a unique Virgin take that people would want to try.”
To achieve this goal, Virgin Voyages began by focusing on its customers (which it calls sailors).
“As a consumer-led brand, we wanted to put our sailors in the driver’s seat to help us define what the experience would look like,” explains Saverimuttu. “We wanted to do this while also creating a place that our crew would love to work so they would take care of our customers. Our focus was, and remains, on delivering an incredible experience with impeccable service, high-end design and unparalleled value.”
A decade later, and Virgin Voyages is successfully fulfilling – and exceeding – its initial goals. The brand debuted its first ship in 2021 and now has two additional vessels, itineraries in four regions of the world, a dedicated cruise terminal at PortMiami and a private beach club in The Bahamas.
“I’m so thrilled to see the results,” says Saverimuttu. “We’re seeing both high returns and high demand, and the awards we continue to win are voted on by real people. However, I never want us to rest on our laurels; innovation is happening fleet-wide.”
In September 2025, Virgin Voyages will launch its fourth ship, Brilliant Lady, which will offer several new onboard experiences.
“Each of our ‘Lady Ships’ has its own personality and unique design, and Brilliant Lady is no different,” says Saverimuttu of Brilliant Lady, which will debut in 2025
“While I can’t say too much about Brilliant Lady’s new dining and entertainment yet, we always try to think of exciting experiences for our sailors,” says Saverimuttu. “Each of our ‘Lady Ships’ has its own personality and unique design, and Brilliant Lady is no different. The ship’s design celebrates our love for the sea. We really leaned into the idea of the words ‘bold’ and ‘radiant’ and what it means to explore destinations that embody both.”
Brilliant Lady’s slightly modified exterior design will enable Virgin Voyages to visit new ports and regions. “We brought the lifeboats inwards and added two hammocks to our Deck 8 Sea Terraces so Brilliant Lady can fit through the Panama Canal and sailors can take in the sights,” explains Saverimuttu. “This crossing will be the highlight of an incredible, 16-night repositioning voyage with stops in Costa Rica and Guatemala.”
In addition, Brilliant Lady will debut new US destinations, including New York, Boston, Portland, Miami, San Diego, Los Angeles, Seattle and Alaska. “They’ve been some of our fastest-selling itineraries ever,” says Saverimuttu. “We’re also looking forward to unveiling a series of new, epic itineraries.”
Ships in the current fleet will be visiting new destinations too. Resilient Lady, for example, will call at several new Caribbean ports and the brand has planned “never-before-seen itineraries” for 2026, says Saverimuttu. “We’ll be sailing to over 100 ports, including bucket-list destinations like Morocco and Iceland.”
Virgin Voyages is expanding its onboard dining and entertainment offering to ensure sailors can fully relax while onboard the ship
To further accelerate its international growth, Virgin Voyages has secured a $550 million capital raise. “We often get 50 per cent of sailors coming back and sailing with us, so we’re focused on keeping things fresh and exciting,” says Saverimuttu. “Global investments are being made to expand the fleet into new regions and build the brand presence across the world, especially in Europe. We’re also looking at possible restaurant innovations and considering a few other surprises for our guests.”
The brand has already updated its culinary offering, with new selections and an Asian Night Market concept in The Galley, and a third tasting menu in the Test Kitchen. “There may also be a new pop-up concept coming soon that I hope our sailors will love,” says Saverimuttu.
He adds that Virgin Voyages is also “turning up the volume on entertainment” by bringing new acts to its Festival Stage line-up, debuting a Comedy Fest on Resilient Lady, hosting celebrities on ‘Celebrations Voyages’, and more.
“Looking ahead, I see us continuing to be an experience-focused brand, leading this space in our industry and bringing incredible value,” says Saverimuttu. “In a world that can sometimes feel intense, we provide a place where people can truly get away from the noise and re-energise. Whether it’s relaxing in a hammock or enjoying our incredible Scarlet Night party, our sailors can do it at their speed in a place they know offers incredible moments.”
Discover more insights like this in the Autumn/Winter 2024 issue of Cruise & Ferry Review. Don’t miss out - subscribe for FREE to get the next issue delivered directly to your inbox.