by Brian Major
Last updated: 1:05 PM ET, Mon April 14, 2025

Embarking on its fourth year as a distinctive, adults-only brand, officials at Virgin Voyages are looking to expand the line¡¯s operation.

Virgin will debut 2,770-passenger?Brilliant Lady, the company¡¯s fourth ship, in September with a maiden voyage from New York to Bermuda, Quebec City, Charleston, Boston, Halifax and New Brunswick.

Brilliant Lady will then move to Miami in October, from where it will offer extended Caribbean cruises through April 2026. Each voyage includes shipboard WiFi, unlimited fitness classes and tips. Brilliant Lady guests can also sample dedicated wellness offerings and curated dining options from more than 20 venues.

TravelPulse spoke recently with Nirmal Saverimuttu, Virgin¡¯s chief executive officer, to explore the elements set Virgin Voyages apart from other cruise experiences. This interview has been edited for clarity and continuity.

TP: How is 2025 shaping up in terms of bookings?

NS: This has been a record year, with record Wave [season activity], up 45 percent year-over-year. We were up 60 percent in our revenue last year. The brand has been growing significantly. We feel happy about where we are now and confident in the future.

TP: What brand qualities do you believe resonate with travelers?

NS: Last year in particular, people really started to understand that if you¡¯re traveling without kids, then Virgin Voyages is an option for you. When you really think about it, there isn¡¯t a strong kid-free cruising option at the price point we¡¯re at. And there are a lot of people who cruise without kids.

If cruising with your kids is appealing to you, there¡¯s a lot of wonderful, great product out there. But if you¡¯re cruising without kids or cruising with your children over 18, we¡¯ve fast become the brand of choice. We have a great, dedicated experience for that kind of traveler.

TP: What onboard features distinguish Virgin¡¯s ships?

NS: We have hammock on our balconies [and] outdoor workout areas. We took all of the things that ordinarily would be designed for kids and made them for grown-ups. We have a sunrise yoga deck, but we don¡¯t have any big dining halls [or] dress codes.

We¡¯ve created an elevated, sophisticated experience onboard which really resonates with people. That¡¯s what¡¯s really driving the growth we¡¯re seeing.

TP: Are there other features passengers have come to expect aboard Virgin ships?

NS: We include fitness classes, Wi Fi, still and sparkling water and soft drinks. We think the modern traveler, including cruise travelers, are tired of getting nickeled-and-dimed. We¡¯ve taken a different approach. Our kind of customers, the ones who appeal to us, prefer knowing what the up-front price is.

TP: What else does Virgin offer travelers compared with other cruise lines?

NS: Value for money is really for us. We think today¡¯s consumer is looking for value. Value for money doesn¡¯t mean necessarily ¡®cheap.¡¯ A lot of consumers are looking for great, elevated experiences, but they still want the value.

Brilliant Lady will embark on extended Caribbean voyages beginning in October. (Photo courtesy of Virgin Voyages)

TP: How do they express these sentiments?

NS: Our guests say, ¡®If I¡¯m going to pay a premium to come on a ship like ours, why charge me for bottled water?¡¯ Why charge people for soda? The only things you¡¯ll pay extra for with us is alcohol, [merchandise] at retail and shore excursions. Your vacation necessities are included.

TP: What is the onboard environment like?

NS: We have a much more relaxed vibe on the ships. And we¡¯re widely known as having the best food at sea. We¡¯ve invested in our food; we don¡¯t have any mass-produced food, everything is made-to-order [from] dedicated kitchens. Our biggest restaurant is 200 seats.

TP: So you offer more intimate dining options?

NS: We don¡¯t have 2,000-person dining halls or buffets. It feels like you¡¯re dining in a restaurant in New York City. Food is such an important part of holidays now, and it is a big driver of why people cruise with us.

TP: How should travel advisors describe and sell Virgin Voyages vacations?

NS: I would tell travel advisors that if you have a client who is looking to travel without kids, you should consider Virgin Voyages. The facts back it up. We¡¯ve won [multiple] awards [and] our re-booking rates across our ships approach 60 percent in some cases.

TP: What does the high repeat rate mean for advisors?

NS: When you place a client with us, you¡¯re almost guaranteed to get another booking out from it, immediately onboard. That¡¯s not counting the people we book later, we¡¯re talking about bookings made onboard. That just speaks to the quality of the product.

TP: How have travel advisors influenced Virgin Voyages¡¯ onboard environment?

NS: We live and breathe by [advisors¡¯] recommendations. This brand is where it is because of the feedback we¡¯ve gotten along the way. I want to thank all of our travel advisors because the brand wouldn¡¯t be having the kind of results I talked about without travel advisors understanding and promoting us.

TP: So you¡¯ve incorporated advisors¡¯ perspective in the Virgin Voyages product?

NS: [Advisors have] given us feedback along the way on what tweaks we needed to make to the product to make it what it is today. I¡¯m so thankful that the trade is so passionately invested in our business, and they know we are open to feedback. We listen to it and use it to change things for the better.

TP: How will your newest ship reflect the brand¡¯s qualities?

NS: With Brilliant Lady coming online, we¡¯re not going to license shows we¡¯re not going to replicate shows. There will be seven shows, all brand new. This is something that¡¯s true of Virgin generally. We invest in our quality. We look to give more, not cut back.

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