Having the privilege of attending Virgin Voyages’ fourth annual First Mates Soirée: Fire & Sunset Celebration aboard the 2,770-passenger Scarlet Lady—the “OG” of Virgin’s fleet—offered a front-row seat to a powerful truth: travel advisors continue to move the needle when it comes to selling cruise experiences, and Virgin Voyages knows it.
Recognition, Virgin Style
The experience was tailored specifically for Virgin’s top-producing advisors, blending business recognition with the brand’s signature sense of fun. The program included high-energy onboard mixers, glam sessions and a quirky scavenger hunt through Key West, culminating in a full-scale Ink Awards ceremony held in The Manor, the ship’s nightclub.
For advisors, the event struck a balance between celebration and connection—reinforcing relationships while spotlighting those driving results.
The Top 100 First Mates from across North America boarded Scarlet Lady with a clear purpose: to be recognized for strong 2025 sales momentum and to look ahead to an even more ambitious 2026. The round-trip sailing departed from PortMiami with calls in Key West and Bimini in The Bahamas, home to Virgin Voyages’ Beach Club at Bimini.
Advisors on What’s Working
For Bob Dressner, owner of Orlando-based Bob Voyage Travel, the Soirée marked his first time making Virgin Voyages’ coveted Top 100 list.
“This is huge for me,” Dressner said. “I’m such a big fan of Virgin Voyages, and I’m incredibly impressed with their newest vessel, Brilliant Lady.”
Dressner credits Virgin’s sales support as a key reason he continues to grow the brand within his business.
“The Virgin sales team—we don’t deserve them,” he said. “They’re accessible, responsive and genuinely invested in helping you grow. I couldn’t have done this without their support.”
He also pointed to Virgin’s advisor-facing tools as a differentiator. “When they launched the Canva partnership, it was huge,” Dressner said. “They just keep providing more resources, and it makes a real difference.”
Virgin Voyages recently partnered with Canva to help advisors streamline content creation, accelerate campaign execution and improve brand consistency—reducing off-brand materials while supporting faster, more effective marketing.
An Advisor-First Strategy
That focus is intentional, according to John Lovell, Board Member and Senior Advisor to Virgin Voyages.
“Our advisor community—our First Mates—are truly the lifeblood of the company,” Lovell said. “There’s a direct correlation between advisor engagement and our success. Their ability to clearly communicate our value proposition is one reason our repeat rates are among the highest in the industry.”
Lovell also highlighted broader demand trends. “The adult-only travel category has tripled over the past five years, and it’s expected to double again by 2030,” he said. “That growth puts Virgin Voyages in a very strong position moving forward.”
Product Evolution Driven by Feedback
Ontario-based Sean Mills of Revolution Travel, who once again made Virgin Voyages’ Top 100 list, said the line’s willingness to listen to both Sailors and advisors has translated into meaningful onboard improvements—and measurable sales impact.
According to Mills, those changes are resonating with both repeat guests and new-to-brand cruisers.
“New clients are coming in because of the awards,” he said. “Food, the adults-only experience and the all-inclusive value are the top questions I get.”
While Virgin Voyages sits at a higher price point, Mills said advisors are increasingly effective at reframing the value proposition.
“It’s not an apples-to-apples comparison,” he said. “WiFi is included, all dining is included and there’s no nickel-and-diming. Clients don’t want to pay extra just to stay connected or eat well.”
Mills also pointed to itinerary diversity as a growing sales driver.
“Virgin doesn’t just recycle the same routes,” he said. “They’ve diversified itineraries—particularly following the Mediterranean seasons—and that’s something clients actively ask for.”
Adults-Only—But Not All Party
Despite its adults-only positioning, Virgin Voyages continues to push back against the perception that the onboard experience is a constant party.
“One of the biggest misconceptions is that Virgin is nonstop nightlife,” Lovell said. “Yes, we have signature events like Scarlet Night and the PJ Party, but during the day, the ship is calm and relaxing. Guests can choose energy or tranquility—and that balance really resonates.”
Lovell added that inclusivity remains core to the brand. “It’s diverse, welcoming and inclusive—and you feel that the moment you step onboard.”
Brilliant Lady and What’s Next for Advisors
“Brilliant Lady completes our Lady Ship fleet,” Lovell said. “What we hear clearly from our Sailors is that they want more itinerary choice, and this ship allows us to deliver—from Mexico to Alaska.”
Sailing from Los Angeles to Mexico and then repositioning to Seattle for Alaska itineraries, Brilliant Lady opens new regional selling opportunities while expanding Virgin’s reach on the West Coast.
“Our repeat rate is around 40 percent,” Lovell said. “That tells us guests truly love the experience. Our focus is continuing to invest—whether it’s food quality, entertainment, or itinerary variety—so both first-time and repeat sailors keep coming back.”
For advisors, the message from the First Mates Soirée was clear: Virgin Voyages is not only investing in product growth, but in the advisor relationships that fuel it.
For more information, visit virginvoyages.com.
