Throwing Out the Rule Book

Richard Branson has disrupted many industries—most notably airlines—and now is aiming to shake up the cruise industry with the introduction of Virgin Voyages. Even the line’s approach to travel agents will be different—down to calling them “first mates” and eliminating noncommissionable fares (NCFs).

The First of Virgin’s Four Ships

The Scarlet Lady, the first of four planned Virgin Voyages vessels, is set to debut in April 2020 from Miami to the Caribbean, carrying 2,770 passengers and 1,160 crew.

Tom McAlpin, CEO and formerly an executive with Disney Cruise Line, Royal Caribbean International and others, said that Virgin calls agents first mates because “they are the captain’s right hand, and agents are our right hand.” The company believes in the trade, and “we see this as a great partnership for a long time to come,” he added.

Branson said that although he’d been thinking of developing a cruise line since he was 27, he has never been on a cruise ship, but enters businesses because he wants to do things differently.

Food Trucks and Taco Stands

Virgin “threw out the rulebook” when it comes to cuisine, said Nirmal Saverimuttu, chief commercial officer and head of sailor experience, adding that the culinary offerings will be a foodie’s delight, with such options as food trucks and taco stands. Virgin Voyages will offer no traditional buffets but 20 food-and-beverage options.

The itineraries will be shorter than the norm—four and five nights—with ports, which vary by itinerary, including Havana, Cuba; Puerto Plata, Dominican Republic; and Costa Maya, Mexico.

Bimini, Bahamas Beach Club

Scarlet Lady will also call at Virgin’s own beach club on Bimini in the Bahamas. The club’s design will reflect the destination itself with limestone and wooden structures, said Dee Cooper, senior vice president of design. At night, the atmosphere will rival that of clubs found in such destinations as St.-Tropez.

Passengers (whom the line refers to as “sailors”) must be 18 or older “because they make it tough to detox if they’re running up and down the ship and screaming in the pool,” McAlpin said.

A major differentiator will be the line’s entertainment offerings, which “will be really different,” Saverimuttu said. “We will not be offering watered-down Broadway productions.”