What the average cruise ship offers has changed dramatically in the 21st century. Ahead of this year’s Cruise Ship Interiors Design Expo Europe, which will explore the latest developments as it hosts the entire cruise interiors supply chain under one roof, including designers, architects, outfitters, and interior suppliers, we learn about some of the key trends to watch from Virgin Voyages, the sector’s newest addition.
When Virgin Voyages launched its first ship in 2020, it was poised to make waves—quite literally—in the cruise industry. Despite the unforeseen challenge of debuting amid a global pandemic, Virgin Voyages has charted a course toward a distinctive cruise experience, uniquely catering to adult travellers.
Nicole Huang, VP of customer experience at Virgin Voyages, speaks to blooloop about how the company is reshaping expectations for cruising by embracing the unconventional, the luxurious, and, most importantly, the traveller’s freedom of choice.
A new breed of cruise line
Unlike traditional cruise lines that cater to families, Virgin Voyages is exclusively for adults, allowing it to create more sophisticated, edgy, and curated experiences, including entertainment that can push boundaries without needing to accommodate children.
With its innovative approach to onboard experiences, it is establishing itself as a genuinely different kind of cruise line. According to Huang, the company’s philosophy is simple but daring: “We are an adult-only cruise line, so we’re 18 years and above. That allowed us to design the experience a little differently.”
This difference is evident not only in the ship’s architecture and activities but also in the mindset that Virgin brings to cruising. Huang emphasises that Virgin Voyages appeals to anyone “young at heart”: “If you go on our voyages now, they range from 20-something years old to 70- or 80-year-olds, and they mingle perfectly. I think it’s because everyone has a similar vibe.”
This positioning has enabled Virgin to tap into a broader demographic of passengers, from young professionals seeking a luxe but laid-back vacation to retirees eager for a high-end, social experience.
Virgin Voyages takes onboard entertainment beyond the typical cruise offerings. Its shows are innovative and designed in collaboration with renowned production companies. Additionally, there’s a heavy focus on live music, comedy, and unexpected immersive performances spread across various intimate venues around the ship. It also emphasises wellness with spa treatments, fitness classes, and wellness programs.
If that wasn’t enough, Virgin Voyages also has a private beach club in Bimini, Bahamas, available to Sailors on Caribbean itineraries from Miami. This exclusive retreat offers a vibrant, club-like pool scene and tranquil, zen-like oceanfront areas for relaxation.
The Virgin Voyages experience: curated freedom
The Virgin Voyages experience is not just about being different for the sake of it. A crucial part of its strategy involves responding directly to customer feedback about what many cruisers find frustrating. “We did some research to understand the pain points of current cruisers and those who haven’t cruised before,” Huang says. “Much of it was about being scheduled—being told when to dine, when to go to entertainment, and having to rush back to the ship.”
In contrast, Virgin Voyages offers an onboard experience emphasising freedom of choice. There is no traditional main dining hall with set times; instead, the ships boast six signature restaurants and a variety of eateries, allowing guests to dine at their leisure. Huang added, “You do it like you do on land. You use our app, book your preferred dining, and arrange your schedule independently.”
This focus on freedom and flexibility extends beyond dining. With over 20 eateries and bars, Virgin Voyages has created an environment where every passenger can curate their own experience. From casual snacks to upscale dining, the emphasis is on quality, variety, and autonomy.
Entertainment with an edge
Virgin Voyages takes onboard entertainment to another level by focusing on original programming and experiential, immersive shows that break away from cruise line norms. “We partner with companies like 7 Fingers and Sam Pinkleton & Ani Taj, who already have land-based successes,” Huang says. This collaboration has led to the creation of shows like Duel Reality, an acrobatic performance that became so popular onboard that it made the leap to a land-based show.
This curated entertainment is part of what makes Virgin Voyages stand out from traditional cruise lines, which often feature more standard, family-friendly fare. “Because we’re adults-only, we can push the envelope a bit more with our entertainment, offering more abstract or edgy shows.”
Virgin Voyages doesn’t stop at performance arts. Comedians, live musicians, and DJs are integrated throughout the ship in various intimate spaces, creating a vibrant nightlife scene. “Live music is super important for us,” Huang says. “At any given evening, you can find your corner with the music you love, and every time you come onboard, you’ll find a different experience.”
Casual-luxe with Virgin Voyages
Virgin Voyages brands itself as offering a “casual-luxe” experience. While luxury is often synonymous with formality, Virgin is more about relaxed sophistication. “It’s not an uptight luxury experience, but more casual, come as you are,” says Huang. This ethos is reflected in everything from the dining options to the ship’s decor and social spaces.
A signature element of this laid-back luxury is the famous “Shake for Champagne” feature, a unique experience that exemplifies Virgin Voyages’ fun and spontaneous vibe. Using the app, guests can shake their phone, and a button appears to summon a bottle of champagne, delivered anywhere on the ship.
“Based on our location services, our crew will find you and bring the champagne, along with two glasses—or more if you want to share,” Huang says. Its touches like these make Virgin Voyages’ offerings both luxurious and effortlessly cool.
Staying true to the Virgin brand
In a world where cruise lines are increasingly adding thrill rides like roller coasters and water coasters, Virgin Voyages deliberately veers away from the trend. While these attractions have broad appeal, Huang believes they don’t fit with Virgin’s adult-centric vision. “It’s not something we see as a key feature,” she said. Instead, the focus remains on creating more experimental, sophisticated experiences that align with their guests’ tastes.
For example, Virgin Voyages has introduced innovative twists on traditional cruise activities, such as a high-energy, DJ-fuelled take on bingo, merging entertainment with social experiences. “We want to create experimental experiences,” Huang says. “That’s something our audience resonates with.” Competitive socialising is a big trend, and Virgin is ideally placed to build on the momentum of that movement.
On-board design and flow
Huang also spoke about the importance of the ship’s design in enhancing the overall guest experience. Virgin Voyages’ ships are crafted with diverse, intimate spaces that ensure a sense of discovery and privacy, even when the ship is at full capacity. “We’re selling pretty much full ships now, post-pandemic,” she says. “But the way the ship is designed, you never feel crowded. There’s no mass space where you feel surrounded by 1,000 or 2,000 people at once.”
This meticulous approach to design is evident in how Virgin Voyages spreads out its entertainment, dining, and social venues. Whether guests are seeking a lively party or a quiet corner, they can always find the right spot to suit their mood. “Every corner on the ship is quite different. And that corner might suit you today, but you’ll find a new experience elsewhere tomorrow.”
Virgin Voyages’ Brilliant Lady and more
The cruise line currently has three ships, with a fourth on the way. The flagship vessel of Virgin Voyages, Scarlet Lady, launched in 2021. In 2025, this ship will focus on Mediterranean itineraries during the European summer season and routes in the Caribbean during the winter.
Meanwhile, launched in 2022, Valiant Lady will operate primarily in the Caribbean, offering short to medium-length itineraries. Resilient Lady, launched in 2023, offers sailings in the Mediterranean and plans to extend to other global regions.
That’s some rapid growth in just five years. However, Virgin Voyages isn’t resting on its laurels. With the launch of its newest ship, Brilliant Lady, in 2025, the cruise line is set to expand its offerings even further. Although Huang keeps some details under wraps, she hints at exciting new entertainment and culinary experiences that will be unveiled with the new ship. “We’re not ready to announce it yet, but there will definitely be something new onboard.”
With each new ship, Virgin Voyages continues to evolve its approach, pushing boundaries and setting new standards for the cruise experience.
“Every time you sail with us, you’ll find something new,” adds Huang. “It’s never the same experience twice.”
The power of collaboration: Cruise Ship Interiors Design Expo
Virgin Voyages has disrupted the cruise industry with its bold, flexible approach to customer experience, innovative entertainment, and unique “casual-luxe” philosophy. As the brand continues to expand, it’s clear that Virgin Voyages will remain a leading force in reshaping the future of cruising.
Huang is quick to credit the broader cruise industry for its collaborative spirit, particularly when it comes to ship design. Events like Cruise Ship Interiors Design Expo are crucial in fostering innovation. “I always believe creativity comes from different opinions,” she said. “The vibe at these events is always very open. There’s a real willingness to exchange information about what works and what doesn’t.”
For Virgin Voyages, which is still a relatively new player in the cruise industry, these events offer invaluable insights. “As a new cruise line, it’s always helpful to learn from others—what materials are easy to maintain, for example. These kinds of knowledge-sharing opportunities are important, and I always find it amazing how willing people are to share,” said Huang.
This December, Cruise Ship Interiors Design Expo Europe in London will offer professionals from across the industry the chance to connect, share ideas, and explore the latest trends in cruise ship design. With Virgin Voyages continually pushing the envelope, there’s no doubt they will be at the forefront of discussions about what the future of cruising looks like.
Network and learn this December
Cruise Ship Interiors Design Expo Europe (CSI Europe), the world’s premier exhibition and conference fully dedicated to the cruise ship industry, is taking place at Excel London from 4 to 5 December 2024. The schedule includes speed networking, Lunch & Learns with interviews from industry experts, Q&As, the popular Pitch & Pint for new-to-cruise suppliers, an extensive conference with speakers from both within and outside the cruise ship interiors sector and more.
Launched after the success of Cruise Ship Interiors Design Expo Americas, CSI Europe caters exclusively to the European cruise market. The Opening Party, which will take place the day before the show, will kick off the event. This will be followed by two vibrant days of creative exhibits, inspiring conference sessions, and fantastic networking events, including the free-to-attend Cruise Ship Interiors Awards on the show’s second day.
The 2024 event will include over 200 exhibiting interior suppliers, outfitters, and design studios, as well as the brand-new Hospitality@CSI, which includes 30 exhibitors and a dedicated content programme. The new zone acknowledges how hospitality interior design works together with hospitality products to influence visitor experience, increase efficiencies, and deliver brand identity to each guest.
To hear more about how design and experience are shaping the future of the cruise industry, join Virgin Voyages and other leaders at the Cruise Ship Interiors Design Expo Europe this December in London. It’s the perfect opportunity to explore new ideas, share insights, and discover what’s next in the world of cruise design.
To register for the event, please click here.
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