Virgin Voyages has concluded its most extensive First Mate Appreciation Month yet, culminating in a 17-city roadshow that reached more than 1,000 travel advisors—affectionately called First Mates—across North America.
The campaign closed in Los Angeles, where Sir Richard Branson made an unannounced appearance, boarding amid celebratory Champagne, and joined the line’s CEO and CMO in what was described as a “Champagne-soaked entrance.” He witnessed Brittan Night’s anthem performed live by Abi the Hostess. Advisors were also granted a first glimpse of the upcoming vessel Brilliant Lady, with its design details and new onboard shows.
Earlier in the month, Branson had similarly surprised advisors at the EDGE conference in Las Vegas, reinforcing Virgin Voyages’ dedication to its travel advisor network.
The celebration included the first-ever Ultimate First Mate Appreciation Voyage aboard Valiant Lady, where advisors could sail with a client, engage with leadership, and fully experience the product.
Results from post-event surveys reflected strong outcomes: 96% of attendees expected a boost in sales, 85% indicated immediate booking intent, and confidence in selling Virgin Voyages rose from 74 percent to 95%.
Confidence in promoting Brilliant Lady also surged after previews of 7 new entertainment offerings and the addition of longer itineraries.
Virgin Voyages reinforced the incentive with its “Sell Three, Sail Free…ish” promotion, running through the end of June. For every three new bookings, advisors earn an entry to win a complimentary voyage; newcomers earn double entries, and bookings made within two weeks of an event grant clients a US$50 onboard bar tab.
This series of events underscores the central role of travel advisors in driving Virgin’s momentum. As Brilliant Lady prepares for its September debut, the cruise line’s strategy to engage and empower First Mates appears to be propelling sales and enthusiasm across the board.