How will Virgin Voyages navigate adults-only cruising?

Built to carry more than 2,700 passengers at double
occupancy, Virgin Voyages ships will be the largest that won’t cater to
families.

The line said last week that it won’t book passengers under
age 18. Virgin Voyages is due to launch its first ship in 2020.

“We have seen it work successfully with Viking Ocean’s
18-plus policy,” said Vicky Garcia, COO of Cruise Planners. “Also, on
the land side, there are many adults-only resort models that work well when
targeted so that the clients know what to expect.”

Most cruise lines that sail with children have an area of
the ship that is adults-only, such as the Solarium on Royal Caribbean
International’s largest ships, the Sanctuary on Princess Cruises and the
Serenity areas on Carnival Cruise Line.

“Virgin Voyages is looking to attract those who
probably are averse to cruising because of their impression that cruising is
too focused on kids and families, with water slides, rock climbing and such,”
Garcia said.

While Virgin could be going after a “party-hearty”
demographic, several mainstream cruise lines fill that niche already,
especially in the short-cruise segment.

Virgin’s plan calls for seven-day Caribbean cruises from
Miami on its first ship.

Some expect Virgin to be aimed at the more sophisticated and
lucrative end of the singles/couples continuum. 

“I’m foreseeing a very South Beach-style vibe that will
attract new-to-cruise passengers,” Garcia said. “It’s hard to know
exactly what other vacations their target is currently aimed at, but the brand’s
focus on the yacht-like design is unique and super sexy.”

The first renderings of the Virgin ships’ exterior design
demonstrated some of Branson’s typical flair.

The ship’s colors will be silver-gray with red accents,
including a red funnel. The aft below the promenade deck will be red with the
familiar Virgin logo in large white letters centered in the middle.

Virgin also unveiled an image specific to Virgin Voyages: a
sexy mermaid with blonde hair and a red tail trailing a flowing Virgin banner
in one hand. The mermaid will appear at a modest size on the side of the ship’s
bow in line with the bridge.

Virgin said the mermaid was inspired by figureheads on
historical vessels and was designed by the London-based artist Toby Tinsley.

The overall shape of the vessel shares some angles and
features with recent Fincantieri designs, such as MSC Cruises’ upcoming MSC
Seaside and Norwegian Cruise Line’s Project Leonardo ships.

Renderings show a broad promenade at the aft contrasting
with a slim tower of upper decks and a bow with a strong vertical aspect.
Virgin said that 86% of all cabins will feature a balcony, and 93% will offer
an ocean view.

Virgin has begun accepting $500 refundable deposits that
will enroll prospective passengers in a presale that takes place before Virgin
Voyages goes on sale to the public.