Virgin Voyages
Premium Cruising
Virgin Voyages is the line I recommend to clients who have told me they would never go on a cruise. It deliberately breaks every convention — no main dining room, no buffet, no formal nights, no kids — and replaces them with 20-plus restaurants, a tattoo parlour, late-night immersive shows and a genuinely cool design aesthetic. Drinks are not included and there are no packages, which catches some people off guard, so set that expectation upfront. But if your clients are in their 30s to 50s and want a floating boutique hotel with a nightlife scene, nothing else comes close.
Virgin Voyages launched with a single, audacious premise: strip away everything people dislike about cruising and build something entirely new. The result is a fleet of four mid-size ships — Scarlet Lady, Valiant Lady, Resilient Lady and Brilliant Lady — each carrying around 2,700 adults in an atmosphere that feels more like a floating boutique hotel crossed with a Miami Beach club than anything resembling a traditional cruise. There is no main dining room, no buffet, no formal night, no kids and no assigned seating. In their place are more than 20 distinct dining venues, each with its own dedicated galley and executive chef, all included in the fare alongside Wi-Fi, gratuities, group fitness classes and basic beverages.
The design aesthetic is bold and intentional. Tech-forward cabins feature iPad-controlled mood lighting, a hammock on the balcony and a rock-and-roll sensibility that pervades the ship. Entertainment pushes boundaries: the signature Scarlet Night transforms the entire vessel into a red-lit carnival, The Manor nightclub runs until the early hours, and immersive theatrical shows in The Red Room deliver production values that rival off-Broadway. The ship also features the first tattoo parlour at sea, private karaoke suites and a high-end spa with a hydrotherapy circuit.
What Virgin does not include is alcohol — there are no drink packages, and cocktails, wine and spirits are purchased individually. This surprises some guests and should be communicated clearly at booking. The ship’s app controls virtually everything from restaurant reservations to cabin services, which tech-savvy travellers appreciate but others find frustrating. The dining, while creative and genuinely excellent at its best, can be inconsistent across venues, and peak-time reservations fill up fast.
Named Travel + Leisure’s World’s Best Mega Ship three years running, Virgin Voyages has earned a devoted following among travellers who never thought they would set foot on a cruise ship. It is purpose-built for adults who want energy, style and culinary adventure rather than tradition and formality. For the right guest, it is a revelation; for the wrong one, it can feel like a very expensive pool party. Knowing the difference is the job of a good travel advisor.
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