Virgin Voyages has reported a surge in bookings and revenues following a record wave season in early 2025, with its adults-only model proving key to its continued success. The cruise line, founded by Sir Richard Branson, experienced a 34 per cent increase in global bookings and a 45 per cent rise in overall revenue, with 30 per cent growth in the UK market alone. Chief executive Nirmal Saverimuttu credited the “kid-free, award-winning experience” as helping to firmly position Virgin Voyages as a premium alternative within the cruise industry.
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Since launching Scarlet Lady in 2021, the company has added Resilient Lady and Valiant Lady to its fleet, with Brilliant Lady set to debut from New York this September. Virgin Voyages has differentiated itself with a more casual, contemporary approach to cruising, discarding traditional features like formal dress codes and main dining rooms. Instead, passengers enjoy inclusive access to a variety of speciality restaurants, entertainment including drag bingo and retro workouts, and unique venues like onboard tattoo parlours and record shops.
Although the line initially faced criticism regarding bland cabin interiors and a small pool, it has made several changes in response to feedback. Improvements to cabin décor and storage have been implemented, and more risqué elements, such as the controversial “adult toy box” and the provocative Never Sleep Alone show, have been removed. The onboard entertainment now leans more heavily towards comedy, cabaret, and wellness, with themed events such as Scarlet Night and a comedy cruise with Jack Whitehall departing from Portsmouth this August.
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Virgin Voyages’ appeal lies in its combination of intimate experiences and diverse offerings, with a younger-than-average passenger base – most guests are between 43 and 47 years old. Saverimuttu noted that repeat business makes up as much as 60 per cent of some sailings, underscoring the brand’s strong customer retention. While other adult-only cruise options such as Saga, Viking and Ambassador are also available, family-focused lines like Royal Caribbean and Disney continue to thrive. Carnival Corporation, owner of Princess Cruises and P&O, likewise posted record earnings this wave season, with CEO Josh Weinstein highlighting the growing global demand for meaningful travel experiences.
