UK Edition
After drag queens and sex experts, Richard Branson's trendy cruise line has found a new gimmick
Virgin Voyages is making a conscious effort to appeal to a younger generation, ticking multiple millennial trend boxes. But is it working?
For the first time in my life I spent a night aboard a cruise ship. I have just turned 40 and like many people of my generation, cruising has never held much appeal. The traditional perception has been that it’s for retirees.
Virgin Voyages, however, appears to be making a conscious effort to appeal to a younger generation by ticking as many millennial trend boxes as possible – from tattoo parlours, drag acts and Eighties-inspired workouts to an in-house sex and dating expert (Dr Alex) and an app that allows you to get champagne delivered to you anywhere on the ship (using Bluetooth geolocation) simply by shaking your phone. Now the company has announced it is joining forces with singer/actor/entrepreneur Jennifer Lopez, who will be taking on the role of chief entertainment officer.
Can such gimmicks convert a younger audience to take up cruising? Wanting to find out more, on Friday I had the opportunity to be among the first guests to experience Virgin Voyages’ new ship, Valiant Lady, which was temporarily moored on the Thames at Tilbury. Its overnight launch party featured performances from American DJ Diplo and singer Ella Henderson, as more than 1,000 guests ate, drank, danced and live-streamed their way around the ship before retreating to their cabins to sleep.
After officially launching in October 2021 with its first ship, Scarlet Lady, Virgin Voyages certainly seems confident, and is working hard to expand its fleet – and its network of destinations in Europe and the Caribbean – at a time when travel is finally opening up again. From May, Valiant Lady will operate cruises from Barcelona to European destinations such as Malaga, Palma de Mallorca, the Canary Islands, Lisbon, and Ibiza. In winter she will relocate to the Caribbean, sailing – like Scarlet Lady – out of Miami. Later this year a third ship, Resilient Lady, will debut in Athens for seven-night cruises with stops at Mykonos and Dubrovnik, before heading to the Caribbean for winter. A fourth ship will set sail next year.
Sir Richard Branson has long had links with the music industry, and there’s more to the J-Lo connection than a simple celebrity endorsement aimed at luring Generation Y. Nirmal Saverimuttu, president of Virgin Voyages, revealed that Lopez is actually an investor in Virgin Voyages. “She made the call and Richard answered,” said Saverimuttu. “It is a deep, integrated partnership – not just a celebrity endorsement.” As well as offering the brand a bit of A-list glamour, her JLo Beauty line will be added to the ship’s retail offering.
Of more interest to would-be cruisers, perhaps, is the on-board experience. So in what other ways does Virgin Voyages differ from other cruise lines? For a start it is adults-only and there is a no tipping policy so staff – it claims – can have more sincere interactions with guests while passengers don’t need to worry about the added cost of gratuities. There are no buffets either (see below for more of its innovations).
So are they or aren’t they building a cruise company for millennials? According to Saverimuttu, 20% of bookings are coming from first-time cruisers but the majority of guests (68%) are actually over 40 (31% are under 40).
“It’s about grown-ups having fun,” said Saverimuttu, who is adamant that the press have got it wrong in branding Virgin Voyages as a cruise line only for Gen Y. He said: “It is a big misperception that we need help in correcting. Virgin Voyages is an inclusive brand – there is something for everybody. It’s not about one particular group, it is about a mindset of people who are looking for different kinds of experiences. We have 50- and 60-year-olds jumping in our pools at our Scarlet Nights parties in the Caribbean.” That said, I was interested to learn that 500 members of trendy Soho House clubs had paid for tickets to come aboard for the party – indicating there is still a concerted effort being made to target a non-traditional audience. And maybe that’s the point.
Demand certainly appears to be on the rise. Virgin Voyages says bookings are now up 178% compared with six months ago, “indicating 2022 is set to be the year of cruising”, though such figures may simply be a reflection that there are far fewer travel restrictions in place now, rather than a clear sign that the concept will succeed.
Although many passengers will be older people “wanting to feel young again,” as Saverimuttu put it, 37-year-old TV editor Rebecca Walmsley has also booked a Virgin Voyages cruise. What motivated her? “I was a bit apprehensive about booking a cruise as the only one I’d been on previously was with my parents and while I enjoyed it it was definitely aimed at an older market. But after my friend went on a Virgin cruise last year she was really keen to go back and persuaded me that it wasn't just for the older generation. And after seeing all the marketing and how much there is to do on the ship I’m really looking forward to it.”
What was my experience like? I was certainly impressed with the two penthouse-style “Massive” suites that promise “rock star” perks such as a free “first round on us” in-room bar, a marble bathroom, a collection of electric guitars and an enormous panoramic terrace with a terrace and tables (with steps up) for dancing on. In the evening I had a late sitting at Mexican restaurant Pink Agave, which features stylish interiors designed by Tom Dixon (I almost forgot I wasn’t in central London).
I wouldn’t book a cruise with Virgin Voyages because I have a young child who I wouldn’t want to leave behind, but I can see how it would be a compelling proposition for other wannabe “sailors”. Whether it has found a recipe for long-term success remains to be seen.
The detail
A three-night cruise with Virgin Voyages starts from at £978 at virginvoyages.com.
Reader Service: Did you know that some cruise operators require specific cruise travel insurance? Learn how to get the right travel cover for your trip.