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. “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 INTERVIEW A transformative take on traditional cruising Nirmal Saverimuttu of Virgin Voyages tells Rebecca Gibson how the cruise brand’s latest investments are helping it to fulfil its aim of creating an ‘epic sea change’ in the industry “ Our focus was, and remains, on delivering an incredible experience with impeccable service” Photo: Virgin Voyages 52
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