Virgin Voyages

Virgin Voyages (formerly "Virgin Cruises", VirginVoyages.com) is a new cruise line company headquartered in Plantation, Florida, USA.

Virgin Voyages was created as a joint venture between Virgin Group Ltd (a British multinational holding company) and Bain Capital LP (a multi-asset investment company), with the latter holding the majority (51%) share. The establishment of Virgin Cruises was announced by Virgin Group on December 4, 2014.

The cruise line began revenue operations in 2020.

Company History

Bain Capital, founded in 1984, is based in Boston, Massachusetts, USA, and specializes in private equity, venture capital, credit, public equity, life sciences, and real estate, with assets under management in FY2018 of approximately USD 105 billion. Virgin Group Ltd, founded in 1970 by Richard Branson and Nik Powell, is based in London, England, UK, and focuses on global investments and branding through numerous fully- or partially-owned subsidiaries across industries such as travel (cruises, hotels, tours, airlines, trains), hospitality, health, banking, retail, communications, entertainment, publishing, and charity.

Some of Virgin Group's best-known brands include Virgin Holidays, Virgin Voyages, Virgin Megastores, Virgin Hotels, Virgin Care, Virgin Trains USA (Brightline), and Virgin Airlines (Australia, Atlantic, Connect, and Galactic/spaceflights).

Virgin Voyages operates a fleet of four fully-owned cruise vessels, all constructed by the Italian shipbuilder Fincantieri SpA at the Sestri Ponente shipyard in Genoa.

In FY2018, Fincantieri reported revenue of EUR 5.4 billion. Currently ranked Europe's largest shipbuilding company, Fincantieri operates 8 shipyards (all in Italy), acquired VARD (a Norway-based company with 9 shipyards) in 2013, and purchased 50% of STX France (Chantiers de l'Atlantique Shipyard in St Nazaire) in 2018. Fincantieri builds both commercial and naval ships.

In 2020, Virgin Cruises officially began operations from Miami, Florida, USA with the 2800-passenger Scarlet Lady. Three more sister ships followed in subsequent years: Valiant Lady (2021), Resilient Lady (2022), and Brilliant Lady (2025).

The announcement (initially for three ships) was made on June 23, 2015, in Miami during a press conference for Virgin Group's new cruise brand. For the event, Richard Branson arrived by helicopter, landing near Miami's Museum Park. He revealed that the total building cost for the three ships was USD 2.13 billion (approximately USD 710 million per unit). The announcement for the fourth ship was made on October 31, 2018, with an order value of approximately EUR 700 million.

The current President and CEO of the company is Nirmal Saverimuttu (born 1979 in Zambia, raised in Australia), who succeeded Thomas Michael McAlpin (born 1959 in the USA) in September 2023. McAlpin joined Disney Cruise Line in 1995 (as VP of Finance, Business Development & Shore Travel Operations) and oversaw the construction of the first Disney ships (Magic/1998 and Wonder/1999), as well as the development of Walt Disney's private Bahamian island Castaway Cay. He became DCL's President in 2004. Prior to heading Virgin Cruises, McAlpin served as CEO of The World Residences at Sea from 2009 to 2014. After his retirement from CEO and President, Tom McAlpin continued to serve Virgin Voyages as Chairman of the Board of Directors.

Earlier in 2016, Virgin settled a USD 300 million lawsuit filed by Colin Veitch (former NCL-Norwegian CEO), who claimed Virgin had stolen his ideas and moved forward with the cruise line concept without him.

Tom McAlpin commented that the company should not be considered a major player in the cruising industry, but rather "a small boutique line offering different experiences." McAlpin and Branson hinted that those experiences might draw inspiration from other successful Virgin ventures, such as Virgin Hotels, which are popular for offering free Wi-Fi, minibar drinks at street prices, privacy doors for room service, and pet-friendly amenities with no weight or size restrictions.

In October 2016, "Virgin Cruises" was rebranded as "Virgin Voyages." At the time, founder Richard Branson said his goal was to create a cruising experience that would appeal more to millennials and others who typically do not take cruise vacations.

Regarding onboard gratuities, the company has a "No Tipping" policy, meaning all gratuities are included in the base cruise fares. Also included in the basic fares are beverages, all eateries, and group fitness classes. The company does not charge penalties or change fees. Customers can hold staterooms for 24 hours with no deposit once a 20% non-refundable deposit is placed. They also have a 7-day grace period allowing them to change bookings for any reason. Cruise departure dates and names on bookings can be changed without fees or penalties. Just before opening bookings for the Scarlet Lady (on February 14, 2019), Virgin announced an all-inclusive deal policy, where cruises are sold "by cabin price." Fares include dining (across 20 shipwide options, some 24-hour), unlimited Wi-Fi, and all fitness classes. Cabin pricing varies only by the number of occupants. For 5-day itineraries, fares start from approximately USD 250 per person per day (excluding taxes and fees).

Virgin Voyages' "non-commissionable policy" allows travel agents to earn a commission on the entire transaction, including add-ons (hotels, flights, travel insurance, spa treatments, tours/excursions, premium packages, onboard credits, taxes, and fees). Travel agents receive a 16% base commission on the transaction (increased from 10% through the expanded "Brilliant To Do Business With" program). The "Red Hot Bonus" program additionally offers annually paid revenue of up to 6% (subject to production thresholds) in addition to the 10% commission on everything sold prior to the cruise (excluding taxes and fees).

Company Changes in 2019 (Pre-Inauguration)

In early April 2019, Virgin Voyages signed an exclusive 7-year partnership deal with OSW (OneSpaWorld Holdings Ltd), a provider of health and wellness services on cruise vessels and in destination resorts worldwide. OSW provides all wellness staff, services, and products onboard Virgin ships, including yoga instructors, gym trainers, massages, medispa treatments, and salon services (manicures, pedicures, and hairdressing). Each ship has a 29-person OSW-employed professional staff. The served facilities include the Crow's Nest (outdoor yoga studio), Redemption Spa, Dry-Dock (blowout bar), and B-Complex (Fitness Center).

In April 2019, Virgin and Intelligentsia Coffee signed a deal to provide Intelligentsia coffee (Virgin Voyages Blend) and made-to-order beverages at all venues, including the specialty coffee bars ("Ministry of Ground" and "Ministry of Ground Too"), served by expert baristas.

In June 2019, Virgin expanded the list of RockStar Suite-only perks with RockStar Agents (dedicated butlers for each stateroom), a dedicated hair and makeup crew (upon request), complimentary laundry service, complimentary Thermal Suite access (Redemption Spa), all-inclusive premium drinks (in all shipboard eateries and bars), personalized bottomless in-room bar (free of charge), and the option to curate in-port activities.

In late October 2019, the agreement for Brightline Miami to be rebranded as "Virgin Trains" was approved, and Virgin Group began building a train station (Virgin Trains PortMiami) at the cruise port. The new station serves high-speed trains and connects PortMiami directly with the USA's intercity railway system and Orlando International Airport.

On November 12, 2019, Richard Branson announced that the second Virgin ship, Valiant Lady, would be seasonally homeported in Sydney, New South Wales, Australia. Branson was in Sydney to launch a partnership between Virgin Australia Airlines and Virgin Voyages and promote affordable Australian and Caribbean fly-cruise deals on the Scarlet Lady.

On December 13, 2019, Virgin released the "Ship No. 1" perfume (also known as "the fragrance of Scarlet Lady"). The sea lavender-based perfume was created by Air Aroma, a company specializing in scent marketing and fragrance systems (diffusers, Aropromo sale scenting devices). Virgin's Ship No. 1 is infused throughout the Scarlet Lady. The perfume can also be purchased online via ItSmellsLikeShip.com for USD 50 per bottle, with all net proceeds going to Ocean Unite (a non-profit foundation supported by 30+ political leaders and business tycoons).

On December 19, 2019, Virgin announced the "Sailor Loot" (OBC/onboard credit) program. These promotions offer OBC (per cabin) for shipboard spending during the current voyage. The OBC is based on the stateroom category and ranges from USD 100 (interior and oceanview) to USD 200 (balcony) and up to USD 400 (suites).

Now, each Virgin cruise ship offers 50+ activities and events. The onboard programming includes live performances by the company's Happenings Cast, managed by Richard Kilman (Virgin's VP of Entertainment).

Company Changes in 2025

In February, Virgin introduced the exclusive new brew "Virgin Craft Beer" (produced by Brewery Ommegang in Cooperstown, NY, USA). Virgin Craft Beer follows the Virgin-exclusive English pale ale "Stray the Course," which was launched in 2022 by Wynwood Brewing Company in Miami, FL, USA.

Company Changes in 2024

In February, Steven Worling (Senior Director of Infrastructure & Security) announced that Virgin Voyages would roll out improved fleetwide connectivity (Internet/Wi-Fi package) with SES Cruise mPOWERED + Starlink PRO (satellite service), with onboard connectivity of up to 1.5 Gbps per ship. The Internet is provided via MEO and LEO satellites (Medium Earth Orbit and Low Earth Orbit). Shipboard Wi-Fi access is unlimited and available for multiple devices per guest.

Virgin Red Rewards Card

In August 2024, Virgin Voyages partnered with Virgin Red (rewards card), and in November, the Synchrony-issued Mastercard "Virgin Red Rewards" is planned for launch.

By using the Virgin Red Rewards card (annual fee of USD 99), customers earn 3x points per USD 1 spent on purchases made with Virgin Voyages, Virgin Hotels, and Virgin Atlantic Airways, 2x points per USD 1 spent on dining, shopping, travel, select streaming services, and EV car charging, and 1x point per USD 1 spent on all other Mastercard-made purchases. Virgin Points are redeemable for 200+ rewards through Virgin Red and Virgin Atlantic Flying Club (flights, cruises, hotel stays, and more).

Virgin Red cardholders can choose from 6 exclusive perks twice a year, selecting one after spending USD 15K and another after spending USD 30K. Perks include one Flying Club voucher (companion seat or cabin upgrade), one complimentary overnight hotel stay, and one hotel suite upgrade. With Virgin Voyages, you can receive a maximum of USD 300 in bar tab credits and the Blue Extras Perk Package (laundry service, cocktail party, coffee credits daily).

Cardholders also receive World Elite Mastercard rewards (travel, shopping, wellness) and Mastercard security protections.

The company has a strong presence in the European market. In addition to sales offices in Spain, Portugal, and Ireland, 2024 saw the addition of offices in the Netherlands, Belgium, Luxembourg, Denmark, Sweden, and Norway. Plans are in place to open six more offices in Europe between 2025 and 2027. Virgin's Sales Manager for Europe & New Markets is Matt Lebbern.

In December, Virgin announced the industry-first Annual Pass, allowing tourists to embark on unlimited cruises across the entire fleet for a full calendar year. The pass is valid for 12 months (from the chosen start date between January and April 2025) and is available for purchase on a first-come-first-served basis through March 31, 2025. The pass can also be purchased using Bitcoin, marking the first cruise product to accept cryptocurrency as a payment option. Passholders can only book Sea Terrace cabins and enjoy exclusive perks, including priority boarding, complimentary laundry, unlimited Wi-Fi, dedicated concierge, US$100 Bar Tab credit (per voyage), and access to exclusive shipboard events and experiences.

Company Changes in 2023

In February, Virgin replaced Harding UK (a Bristol-based global travel retail business) with Starboard Cruise Services (a Doral, Florida-based company). As of 2023, Starboard was contracted by 11 cruise lines and operated on over 90 ships worldwide.

In March, Virgin announced an expansion of onboard entertainment fleetwide. The new offerings include cabaret and game shows, new parties (80s Party, We Fancy), and more live music (hosted in The Red Room and The Manor with rotating Festival Stage Acts and comedy shows every 2 to 4 weeks). The list of new productions includes three fleetwide game shows (Duel Reality, Untitled DanceShowPartyThing, Miss Behave), the cabaret show Lola’s Library (fleetwide), and three new productions debuting on Resilient Lady (Persephone, Mind Mangler, Another Rose/Supper Club Series).

In April, Virgin signed a partnership deal with WPT/World Poker Tour (founded in 2002 as an internationally televised gaming and entertainment brand). The premium poker experience is offered on Scarlet Lady during all 4-5 night Caribbean itineraries. The ship's new WPT at Sea Poker Room features 8 poker tables and is served by professional dealers. The new gaming venue hosts beginner training sessions, cash games, and WPT Prize Package poker tournaments with buy-ins ranging from US$80-320. The US$320 buy-in WPT Prize tournament is held once per cruise, and the prize (US$5000) can be used on any future voyage or WPT tournament.

In September, Nirmal Saverimuttu succeeded Michael McAlpin as the company's President and CEO. Along with the new appointment, a capital raise of USD 550 million (~EUR 512M/~GBP 440M) was announced, with funds managed by Ares Management's Private Equity Group. As of 2023, Ares had approximately US$49.2 billion in assets under management.

In October 2023, Michelle Bentubo was appointed COO/Chief Operating Officer. From 2016 to 2023, she served as VP of Technology & Operations for the company. Previously, she held executive positions at Walt Disney World (Director of Experience Development), DCL-Disney Cruise Line (Director of Disney's Magical Express), and Bank of America (SVP Technology/2013-16).

In November 2023, Peter Hunt was appointed CFO/Chief Financial Officer. He previously served as CFO for Service King Collision Repair (founded in 1976) and was part of the leadership team of Virgin America Inc (founded in 2004, merged with Alaska Airlines in 2018).

Company Changes in 2022

In March 2022, Virgin announced a partnership with Jennifer Lynn Lopez (born in 1969, American actress and singer) through her brand company "JLo Beauty and Lifestyle LLC". Jennifer Lopez joined Virgin Voyages as an investor and Chief of Entertainment/Advisor/Lifestyle Officer. As part of the partnership, Virgin introduced "JLo Beauty" onboard the ships, selling the superstar's products at sea for the first time. In June 2023, she was appointed Virgin's Chief Celebrations Officer.

In September 2022, Virgin debuted its loyalty program, "The Sailing Club," offering repeat customers two main complimentary perks: "Deep Blue Extras" (premium Wi-Fi, invitations to onboard cocktail parties, laundry services) and "Red Hot Booking Bonus Months" (discounted bookings with additional onboard credit).

In September 2022, Virgin partnered with RSB/Roundtable on Sustainable Biomaterials (an independent global membership organization). Virgin also signed long-term agreements with three providers of waste-based sustainable fuels (Argent Energy, GoodFuels, Twelve) to supply the fleet’s bunker fuels.

Company Changes in 2021

In mid-November 2021, Virgin Voyages announced an investment by Patricof & Co (founded in 1969 by Alan Patricof, specializing in venture capital investments). The company is part of Apax Partners LLP (a London-based equity firm) that also includes Multinational Management Group (founded in 1972) and Saunders Karp & Megrue (founded in 1988).

In December 2021, Virgin announced a partnership with the House Spirits Distillery for the fleetwide presence of the brand "Aviation American Gin" (alcohol volume 42%, produced in Portland, Oregon since 2006). Signature cocktails based on Aviation Gin available for ordering at each Virgin ship include "The Double Agent at SIP," "Razzle Dazzle’s Electric Fizz," "Stella’s Groove at The Manor," and "Gunbae’s French 75."

Company Changes in 2020

On April 1, 2020, the company launched its "Jet Transfers Direct to Ship" service. This exclusive "fly-cruise" deal is for RockStar Suite passengers only, allowing them to arrive and depart the ship via chartered or private aircraft. The planes land at The Runway, a top-deck open space (Deck 17 aft) surrounded by a raised jogging track.

Virgin Cruise Ships

On June 23, 2015, Virgin announced it had signed a Letter of Intent with Fincantieri (shipbuilder based in Trieste, Italy) for the construction of three ships scheduled for delivery in 2020, 2021, and 2022 (entering service in 15-month increments).

The shipbuilding order was officially finalized on December 21, 2016. The vessels are classified as "Lady-class," mid-sized ships (volume 110,000 GT tons), with a maximum passenger capacity of 2,860 (1,410 cabins, 90% with balconies) and 1,150 crew-staff.

The shipbuilding contract was valued at approximately EUR 2 billion. Construction of the first unit, Scarlet Lady, began with the steel-cutting ceremony on March 22, 2017. For the vessel design and construction, Virgin contracted marine architecture and naval design companies including Roman and Williams (NYC), Concrete Amsterdam, Tom Dixon's Design Research Studio (London), Gem Srl (Italy), Softroom (London), WORKac (NYC), Knibb Design, HL Studio (UK), HKS Architects (Dallas), and PearsonLloyd (London).

The keel-laying ceremony for the first ship, Scarlet Lady, was held on October 31, 2017, with Sir Richard Branson, Tom McAlpin, and Boy George (UK singer, songwriter, fashion designer) attending the event, with Boy George performing as a DJ. During the ceremony, the ship’s design and hull art for the future Virgin "Lady Ships" were also revealed.

The next image shows the ship’s stern (aft) and the signature funnel shape, designed to be a major part of its exterior design. The aft of the superstructure also shows the Promenade Deck and seven decks of cabin balconies towering above.

Each ship has 86% balcony staterooms and 93% oceanview (outside) cabins. These new builds greatly differ from other passenger liners in design, targeting younger and more adventurous travelers (called "sailors").

Virgin ships are adults-only (passengers under 18 years of age, including teenagers and children, are not allowed) and are Bahamas-flagged (registered in Nassau).

Dining aboard Virgin Voyages ships is included in the ticket price, with no extra charges for any of the 20+ onboard dining options. The cruise company does not believe in "paying more for great food," so it eliminated traditional surcharges on specialty restaurants. All eateries offer "exceptional made-to-order meals" at no additional cost.

As part of the company's sustainable travel policy, Virgin has banned single-use plastics, and there is no buffet food on the ships. All shipboard food is made-to-order, reducing waste and lowering energy consumption and emissions. Savings are reinvested into fresh (locally sourced) top-quality products, exotic ingredients, highly trained staff, and clean technologies. In April 2019, Virgin signed a partnership with Emerald Brand to supply the fleet with "Tree-Free" disposable paper products, including facial-bath tissues, paper towels, napkins, and hot cups. These are made from 60-100% Tree-Free materials, using by-products of agricultural crops typically wasted or burned.

The company doesn’t follow traditional cruise dining concepts. Virgin ships don’t have a main dining room, buffet restaurant, dress code (formal wear policy), or assigned dining times or seating. These concepts have been replaced with intimate, boutique hotel-style eateries offering 20+ dining options, all included in the cruise fare.

Virgin ships' signature facilities and venues include:

• Athletic Club (training center) is an outdoor gym area with a boxing ring and gym equipment located on the top-deck aft. The Sports Deck also includes a raised jogging track (Runway track, red-white colored), sundeck with open-air lounge (furnished with double daybeds and semi-circular loungers), a triple netting area (overlooking the lower decks), 10 private cabanas (cushioned bed, low table, 2 lounge chairs), beverage service from the outdoor Sports Bar, foosball tables, a swimming pool, and showers.
• MyBeast is an outdoor playground/poolside gym area.
• The Crow's Nest (aft sundeck) offers 360-degree views and is furnished with loungers and mats colored in Virgin's signature red. Yoga classes are hosted here during sunrise and sunset.
• The B Complex is an indoor fitness center with Technogym ARTIS equipment, floor-to-ceiling windows, and separate rooms (studios) for cycling, yoga, cardio, and spinning classes.
• Gym and Tonic Bar serves cold-pressed fresh juices.
• Pink Agave is a Mexican restaurant with porthole windows, metallic lighting fixtures, large tables, and an elongated curved area for intimate seating with 2-seat tables. It also has a separate bar in the Lobby and a private dining room that can be booked for parties or events.
• The Manor is the ship’s 2-deck high Disco Nightclub with a large dance floor.
• The Dock is an outdoor lounge (aft on Deck 7) with cushioned wooden furniture, loungers, deck chairs, and daybeds.
• Test Kitchen is a lab-like restaurant with metallic furniture, beakers, and test tubes.
• Richard’s Rooftop is a top-deck VIP area (Suite passengers-only sundeck) with daybeds, deck chairs, circular loungers, large umbrellas, and colored crystals.
• Redemption is the ship’s spa complex (on Deck 5) consisting of a Reception, Mud Room, Salt Room, Hydrotherapy Pool, cold plunge pool, Jacuzzi, Thermal Suite (indoor spa with porthole windows, plunge pool, and Jacuzzi), treatment rooms (for massages and other treatments) with quartz-mattress beds, Dry Dock Salon (hairdressing services), Stubble and Groom (barbershop), Blow Dry Bar, Male Pedicure Spa, and Mani-Pedi Spa. At night, the wellness complex transforms into a dancing lounge with live DJ music.
• Razzle Dazzle is the vegan-vegetarian restaurant. Part of Razzle Dazzle is Red Bar, which serves fresh-squeezed juices, tonics, and crafted cocktails from a menu that changes nightly. Razzle Dazzle also hosts Drag Brunches with live entertainment from "sassy drag queens" on two days per voyage.

Through the Sailor App (activated by shaking your phone), a secret Champagne button allows you to order Moet-Chandon Champagne (Brut Imperial, 750 ml bottle) delivered in an ice bucket with two glasses. The service is called "Shake for Champagne" and is available anywhere on the ship. The premium wine can also be enjoyed at The Sip, the ship’s wine lounge, where Virgin’s champagne house also offers traditional British Afternoon Tea service.

Virgin cruise passengers are offered complimentary filtered and sparkling water at all onboard bars and restaurants. There are also complimentary water stations throughout the ship.

Virgin ships' hull art designs are Mermaid-themed, created by different artists and inspired by traditional figureheads mounted on the bows of historic wooden ships. The designs symbolize the vessels' feminine spirit.

Ship Technology

One of the cruise ships' key features is the advanced clean energy system provided by the Swedish company Climeon Ocean. This technology allows for reducing CO2 emissions by converting heat generated by diesel engines into electricity for shipboard use. Each of the newbuilds is equipped with six Climeon units, saving around 5,400 tons of carbon dioxide annually. The ships' waste processing system is provided by Scanship.

On April 30, 2018, Virgin Voyages signed a 10-year "Optimised Maintenance Agreement" with Wärtsilä (a Finnish corporation specializing in marine technologies and former shipbuilder), giving them exclusive responsibility for the fleet's technical maintenance. Wärtsilä's "Dynamic Maintenance Planning" system allows for maintenance work to be scheduled based on remotely monitored and analyzed vessel performance data, extending service intervals when equipment does not require maintenance.

The Virgin-Wärtsilä deal includes Remote Operational Support Services, Specific Fuel Oil Consumption monitoring, spare parts, engines technical advisory services, comprehensive technical support, and personnel training. Wärtsilä-made ship equipment includes 46F diesel engines, Hybrid Scrubber System, SCR (Selective Catalytic Reduction/exhaust gas cleaning), and NACOS Platinum series (navigation and automation control systems).

• Each Virgin ship is powered by two 8-cylinder and two 12-cylinder "Wärtsilä 46F" marine diesel engines. Wärtsilä’s Hybrid Scrubber System operates in both open and closed-loop modes, using seawater to remove SOx from the ship's exhaust and significantly reducing NOx emissions.
• Propulsion is based on the ABB Azipod XO system (electric drive motors with off-hull submerged azimuth thrusters / 360-degree rotating propellers). These units provide optimal maneuverability, allowing in-port navigation without tug assistance, and minimal vibrations and noise. By placing the propulsion units outside the hull, the Azipod system frees up space for more lower-deck staterooms.
• ABB Ability technology creates a network that transfers real-time data to remote centers, where propulsion system data is monitored, analyzed, and used to offer remote technical support.
• In July 2017, Wärtsilä was announced as the provider for the ships' power plants. Among Wärtsilä's core products are large diesel engines for cruise ships and ferries.

In April 2019, Virgin Voyages contracted V-Ships Leisure USA (a ship management company), which is part of V-Group Ltd (a vessel management and support services provider, the industry's first with a dedicated cruise ship division). V-Ships Leisure is responsible for Virgin's ships' technical support/management and crew sourcing.

Virgin Voyages' staff and crew uniforms were designed by Gareth Pugh and manufactured by Cintas Corporation (through the "Design Collective by Cintas" division).

• Cintas Corporation (founded in 1929 and based in Cincinnati, Ohio, USA) specializes in business products (both for rental and direct purchase) and services, including uniforms, mats, water coolers, cleaning/restroom supplies (chemicals, mops, microfiber towels, disinfectant sprays, hand sanitizers), first aid/safety products, fire extinguishers (including testing and repairs), and employee courses (safety, training, compliance). In 2020, Cintas employed over 40,000 people and reported total revenue of USD 7.09 billion (~EUR 6.12B / ~GBP 5.21B).
• Virgin Voyages' crew apparel collection is made from sustainable fabrics and garments specifically designed according to job functions, body types, and climates. Unlike traditional cruise ship uniforms, Virgin's designs exclude officers' epaulettes (ornamental shoulder pieces indicating rank), ties, and waistcoats.

The project was led by Gareth Pugh (British fashion designer) and supervised by Dee Cooper (Virgin Voyages' SVP of Design and Customer Experience).

The next image shows one of the initial (train-like) Virgin ship designs.

Virgin cruise bookings for Scarlet Lady opened on February 5, 2019 (for customers with pre-sale deposits) and on February 14 (for the general public). Beginning February 5, 2019, at FirstMates.com (the dedicated website), the cruise company offered all booking tools and information for travel agents (called "First Mates"), including downloadable and digital materials, interactive learning, and more. A learning campaign, "Cabin Fever," was planned for February 6th, showcasing Scarlet Lady staterooms as they went on sale. The website allowed travel agents to make bookings for the inaugural cruise season in 2020 (starting February 14) and contact the company’s Sailor Services (from February 5) if they had customers with pre-sale deposits.

Bookings for Valiant Lady cruises (Mediterranean 2021) opened on December 19, 2019.

In February 2020, Virgin announced "The Band" – smart wearable technology to be introduced on Scarlet Lady (April 1). The device, made from recycled marine plastic (a sustainability initiative), was developed in partnership with The Bionic Company. This lightweight RFID wristband is mailed to all passengers and is complimentary (a keepsake). The Band is activated upon boarding the ship and is used for onboard purchases and payments (beverages, casino gaming), booking tours, cabin access (room key), room service ordering (based on the guest's current location), and as a VIP pass for Richard's Rooftop.

Virgin's Private Island Resort "Bimini Beach Club" (Bahamas)

The Scarlet Lady is the first cruise ship to visit "Bimini Beach Club" (Virgin Group's private island resort in Bimini, Bahamas). This exclusive destination offers Virgin’s Sailors world-class entertainment from a rotating cast of DJs, including Mark Ronson. Virgin's Bimini Beach Club features premium food made with locally sourced ingredients and traditional Bahamian favorites like banana leaf-wrapped queen snapper, conch and mango salad, and Bahamian rum cake. The complex has 6 bars, outdoor lounge areas with hammock groves, beach loungers, watersport activities, and optional private poolside and beachside cabanas available for rent (at an additional cost).

RockStar Suite passengers enjoy complimentary food service, an exclusive bar, an outdoor terrace lounge, and VIP beach cabanas. The 7-mile (11-km) long island offers extraordinary activities such as boating, snorkeling, and wreck diving. The partially sunken wreck of SS Sapona (a concrete-hulled steamship that ran aground in 1926) is located just a few miles off the island's southern coast.

Virgin's private resort is located on North Bimini Island and is a short bus transfer from the docking pier. It was built in partnership with Resorts World Bimini, a 750-acre (3 km² / 1.2 mi²) beachfront resort-casino-marina-hotel complex operated by Genting Group (a Malaysia-based multinational corporation). North Bimini is approximately 68 km (42 mi) east of Miami.

The resort's construction cost was USD 220 million. Virgin's Bimini Beach Club overlooks the sea and features a large lagoon-style swimming pool. The "resort experience" also includes morning open-air exercises (yoga and meditation), afternoon DJ poolside parties, nighttime beach bonfires, and live musical performances.

(Coronavirus Crisis) Passenger Shipping Pause 2020-2021

Due to the COVID-19 pandemic, Virgin Voyages postponed the cruise brand’s inauguration in March 2020 (Scarlet Lady’s Showcase Tour/media event in PortMiami), rescheduling it for July 15th (4-day "Richard’s Birthday Bash"), with the maiden voyage departing on August 7th from Miami. The ship's original inauguration was planned for March 29th, 2020 (3-day "Sneak-A-Peek Cruise").

All scheduled departures between March 26 and August 7 (a total of 29) were canceled. In mid-May 2020, 15 additional departures (through October 15) were canceled. The 4-night "Richard Branson's 70th Birthday Cruise" (originally planned for July 15, 2020) was rescheduled to July 14, 2021. In late September 2020, all Scarlet Lady’s November itineraries were canceled, and in late October, the remaining December 2020 departures were also canceled. The brand’s inauguration was rescheduled for 2021 (first for January 3, then for May 9). In mid-December, more itineraries were canceled.

The brand's inauguration was rescheduled for August 6, 2021 (Scarlet Lady's Maiden Voyage from Portsmouth, England). Valiant Lady’s inaugural cruise program was also postponed (with its Maiden Voyage rescheduled from November 14, 2021, to March 18, 2022) and revised.

All affected bookings were provided with the option to cancel for a 125% refund (100% monetary refund) plus 25% in FCC (future cruise credit) or to rebook with a 200% refund in FCC. As a promo offer, all bookings made by June 30, 2020, received up to USD 500 per person in onboard credit (OBC). A full 100% monetary refund was also optional for cancellations made between May 21 and December 31, 2020.

All rebookings made with the 200% FCC were fully refunded (200%) and additionally received 25% in FCC (to be used on another booking). Virgin Voyages also introduced the "Smooth Sailing Program," which allows itineraries in 2020 (through December 16) to move final payment dates to 60 days (previously 120 days) before departure. Smooth Sailing also allows cancellations up to 48 hours prior to departure, with a full 100% refund in FCC.

In 2016, Virgin Cruise Line's itinerary program was not fully detailed, but Branson mentioned one destination that was on the list: the Caribbean. When asked about Cuba as a potential port destination, he immediately replied, "Yes!" This also meant roundtrip departures from a Florida port.

In 2017, it was announced that the first Virgin cruise ship (Scarlet Lady) would initially be homeported in PortMiami for 7-day Caribbean itineraries departing on Sundays. During the inaugural season (2020-2021), the ship was scheduled to visit Cuba. The company's decision was influenced by customer and travel agency research in the UK and North America. All Virgin cruises to Cuba included an overnight in Havana, allowing tourists to explore the country's capital and its unique nightlife.

• The 5-day "Mayan Sol" itinerary visits Havana (overnight) and Costa Maya, Mexico. Shore excursions in Mexico include scuba diving (coral reefs) and visits to Mayan ruins.
• The 5-day "Dominican Daze" itinerary visits Havana (overnight) and Puerto Plata, Dominican Republic, where shore tours include trekking, surfing, and shopping.

The second Virgin ship (Valiant Lady) was homeported in Miami during the 2022-2023 winter season.

On November 28, 2018, Richard Branson and Tom McAlpin announced in Miami the company's plans to build a new (Virgin-exclusive) cruise terminal at PortMiami. The "Virgin Voyages Terminal" is 100,000 ft² (9,300 m²) and is located on the seaport's northwest side.

Virgin Voyages passengers benefit from an impressive variety of cruises in the inaugural 2020 season of the line's new builds. The 4- or 5-night "Havana After Dark" itineraries allow Sailors to explore Cuban culture, with an overnight stay in Cuba's capital city.

• The 5-night "Mayan Sol" itinerary visits Costa Maya, Mexico, where the Mayan ruins are just a short distance from the port, and colorful coral reefs are located just offshore. Virgin Voyages partnered with ITM Group for the land tours.
• The 5-night "Dominican Daze" itinerary visits Puerto Plata, where trekking, surfing, and handicraft shopping tours are offered.

All Virgin Caribbean cruises depart from homeport Miami, Florida. Virgin ships are also seasonally deployed in Europe (via Transatlantic crossings), with planned visits to several major Mediterranean and UK ports (including Dover and Liverpool).

However, following the June 5, 2019, US Government restrictions on travel from the USA to Cuba, Virgin Voyages revised all scheduled itineraries to exclude Havana. The new itineraries offer late-night port departures (including a midnight departure) on all revised Caribbean voyages.

• The 5-night "Riviera Maya" itinerary visits Playa del Carmen (across from Cozumel Island), with opportunities to explore archaeological and ecological sites, or tour the neighboring Tulum (walled Mayan city).
• The 4-night "Fire and Sunset Soirees" (short-breaks) visit Key West, Florida (sunset departure) and Bimini, Bahamas (with a late-night beach bonfire party and midnight departure). Sailors can experience the cultural paradise of Key West, paired with an exclusive late-night beach bonfire soiree. The artistic fire installation draws inspiration from the fireball sculptures on Branson's Necker Island.
• 7-night itineraries (for the 2020 Christmas holidays) include the themed cruises "Holidaze and Nights" and "New Year's Ahoy," visiting Puerto Plata, Dominican Republic, with Bimini, Bahamas, and San Juan, Puerto Rico.

All Virgin Caribbean cruises visit Bimini, Bahamas as a private island destination.

In April 2022, it was announced that in winter 2023-2024, Resilient Lady will be deployed in Australia and New Zealand (Virgin's brand debut in the region). With homeporting in Melbourne, the roundtrip itineraries range between 2-14 nights. Some voyages will also visit ports in Tasmania (Hobart, Burnie).

Brilliant Lady's Inaugural Cruises (2025-2026)

Virgin's Brilliant Lady inaugural cruise season (October 2025 through April 2026) will primarily be based in San Juan, Puerto Rico. Initially, 7-night roundtrip itineraries were scheduled from Puerto Rico, themed "Sunsets in the Lesser Antilles" (Oranjestad, Aruba; Willemstad, Curacao; Fort-de-France, Martinique; Basseterre, St. Kitts) and "Southeastern Caribbean Isles" (Tortola, BVI; Pointe-à-Pitre, Guadeloupe; Bridgetown, Barbados; Castries, St. Lucia; St. John's, Antigua).

Brilliant Lady's Maiden Voyages will commence from NYC, New York, and visit destinations in Bermuda/King's Wharf and Canada/Quebec City. It will then be deployed in the Caribbean, followed by West Coast USA (California, Alaska), with a relocation itinerary traversing the Panama Canal.

The rescheduled 2025-2026 (October-April) Caribbean program for Brilliant Lady lists islands like Grand Turk/Cockburn Town, Antigua/St John's, Grand Cayman, and Jamaica/Ocho Rios (a first-time port for Virgin Voyages). In March 2026, there will be a 16-night Panama Canal repositioning itinerary (Miami to Los Angeles) visiting Costa Rica, Antigua, Guatemala, and Mexico (Los Cabos). For April-May 2026, California Coastal voyages will be scheduled out of LA, followed by Alaskan cruises out of Seattle, WA (May-September 2026).

Valiant Lady's Inaugural Cruises (2022)

Virgin's second ship (Valiant Lady) started its inaugural season (2022/Maiden Voyage departed March 18th) with roundtrips from Portsmouth, England.

• 3-night "Long Weekender" to Zeebrugge, Belgium
• 11-night "Coast of the Canary Islands, Spain, and Portugal" from the UK to Iberia
• 12-night "Late Nights in Portugal and Spain" from the UK to Iberia

This was followed by a Western Mediterranean deployment (May-October 2022) based on homeporting in Barcelona, with 7-day roundtrips (Sunday departures) visiting large port cities in France, Italy, and Spain. Valiant Lady's Caribbean program was based on homeporting in Miami, Florida, USA, and included 2-week Transatlantic crossings on relocation between Europe and the USA (RepositionCruises.com).

• 8-night Eastern Caribbean itineraries (Miami roundtrips) were priced from USD 188 per night and visit Puerto Plata, Dominican Republic, San Juan, Puerto Rico, St. Croix, USVI, and Bimini, Bahamas.
• 6-night Western Caribbean itineraries (roundtrips from Miami) visited Roatan, Honduras, Costa Maya, Mexico, and Bimini. Fares started at USD 192 per night.
• Special (Christmas and New Year's) itineraries and Atlantic Ocean crossings/relocation voyages were priced from USD 102 per night.

Note: In the Caribbean, Virgin's ships are homeported in Miami, and all itineraries visit Bimini, Bahamas as a private island destination.

Resilient Lady's Inaugural Cruises (2022)

Virgin's third ship (Resilient Lady) began its inaugural season (2022/Maiden Voyage departed August 14th) with roundtrips from Piraeus-Athens, Greece.

• The 7-day roundtrip "Greek Island Glow" itinerary visited the Greek islands Santorini, Rhodes, Crete (Chania), and Mykonos.
• The 7-day roundtrip "Adriatic Sea and Greek Gems" itinerary visited Croatia (Dubrovnik), Montenegro (Kotor), and Greece (Kerkyra/Corfu Island, and Argostoli/Kefalonia Island).
• The "Greek Isles" program (August 14 - October 23) ended with the 11-day Transatlantic crossing from Europe to the Caribbean (Lisbon to San Juan/departure November 1st).

The inaugural Caribbean season (2022-2023, Nov 12 - April 15) was based on homeporting in San Juan, Puerto Rico and 7-day roundtrips.

• The "Southeastern Caribbean Isles" itinerary visited Tortola Island (BVI, Road Town), Guadeloupe (Pointe-à-Pitre), Barbados (Bridgetown), St. Lucia (Castries), and Antigua (St. John's).
• The "Sunsets in the Lesser Antilles" itinerary visited St. Kitts (Basseterre), Martinique (Fort-de-France), Curacao (Willemstad), and Aruba (Oranjestad).

In 2023-2024 (December-March), Resilient Lady was deployed in Australia. The program included 3x relocation itineraries from Europe to Asia and Australia (RepositionCruises.com) - 14-day from Athens to Dubai (Oct 22), 15-day from Dubai to Singapore (Nov 5), and 15-day from Singapore to Sydney NSW (Nov 20).

On February 26, 2024, Virgin canceled Resilient Lady's 2024-2025 Australian program, citing security concerns (due to the Red Sea war crisis) affecting the ship's scheduled repositioning voyages through the Suez Canal (between Europe and Australia/RepositionCruises.com). Virgin also announced that after completing the Mediterranean season on October 20th, 2024, Resilient Lady will be deployed in the Caribbean and homeported in San Juan, offering 7-8-10-11-night roundtrips to St. Maarten, St. Vincent, Colombia, and Dominica.