5 6 Developing an itinerary involves almost everyone in a cruise company in some way, says Diana Block, senior vice president of revenue, sales and itineraries at Virgin Voyages. At Virgin, it begins with a planning team gathering information on whether it is worthwhile operating in a region, and then developing the customer experience and carrying out market research. Bimini in The Bahamas, which has recently opened for cruising, is one place that Virgin researched and considered extensively for its itinerary value. The cruise line’s first ship Scarlet Lady will visit the island on all its Caribbean voyages, with sailors (Virgin’s term for guests) having the exclusive opportunity to sunbathe, swim and party at The Beach Club at Bimini. “Virgin Voyages Beach Club at Bimini is a marquee moment of a Virgin cruise experience and is unique to our brand,” says Block. “We want to include it on every single itinerary, especially at the end as it allows us to finish journeys on a high.” Delivering unique Virgin experiences for guests is what the cruise line is known for, and its cruises to Bimini will be no different. “One of our secrets is that the itinerary team also manages our shore experiences,” says Block. “The way we Diana Block of Virgin Voyages outlines to Richard Humphreys how her team establishes an identifiable brand with its itineraries PL ANNER PERSPECTI VE Delivering unique experiences Cruise guests can enjoy an evening pool party hosted by renowned DJs such as Mark Ronson during calls to The Beach Club at Bimini
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