“Canada is very, very important”: One-on-one with Virgin Voyages CEO Nirmal Saverimuttu

The future of Virgin Voyages – Sir Richard Branson’s adults-only cruise line – is looking bright. 

Even brilliant, you could say, if the name of the company’s next ship means anything.

From record-breaking sales to newly-unveiled upgrades to its first “Lady” ship, Scarlet Lady, to the launch of its fourth ship, Brilliant Lady (set to debut this fall), to an Annual Pass to new itineraries, the team behind Branson’s kid-free vacations at sea (and the passengers who love them) have a lot to look forward to.

But the rise of this punchy-red, superyacht-inspired cruise line, which first set sail in 2021, hasn’t been without key collaborators. Authorities, who arguably know more about the cruise industry than anyone else: travel advisors.

“I feel like this brand has been so successful because of the partnership we have with the trade,” says Nirmal Saverimuttu, CEO of Virgin Voyages. “We’re really building this brand together with our partners.”

READ MORE: Virgin Voyages reports "triple-digit increases" from Black Friday period

It’s the type of statement you’d expect to hear from the head honcho of any major cruise line, but in Saverimuttu’s case, there appears to be a sincere effort to not just talk the talk, but also walk the walk.

And walk Saverimuttu did – several laps, I think – around the lively spaces (and into the extravagant parties) of Valiant Lady, a 2,700-passenger ship that debuted in 2022, last weekend while attending Virgin’s third-annual “Spectacular Soiree,” a special event for the cruise line’s top 100 First Mates (the brand’s term for travel advisors).

With a notebook in hand, the ever-approachable CEO, attending “Soiree” for the first time, showed up to talk to as many travel advisors (and passengers) as possible, scribbling down whatever feedback about the brand – from complaints to suggestions – he could collect.

READ MORE: On Location: Third time’s a charm with Virgin Voyages’ Resilient Lady.

That is, after all, the Richard Branson way. The English business magnate, who co-founded the Virgin Group in 1970, is known for carrying a little notebook with him everywhere he goes, furiously jotting down thoughts and ideas as they come.

The contents of Saverimuttu’s notebook, which was referenced several times at a town hall for travel advisors, led by the CEO and his executive team, last Saturday (Jan. 11) in Valiant’s “Red Room” theatre, may very well be the blueprint for Virgin Voyages’ evolution.

READ MORE: On Location: Virgin Voyages’ “Spectacular Soiree” for First Mates kicks off in Miami

“There are so many people that want to help us build this brand,” said Saverimuttu, who was named CEO of Virgin Voyages in 2023 after previously serving as president and chief experience officer. “No one is shy to share information about what we can do better. And I think that's wonderful. As a brand, you should never be afraid to be open to feedback.”

The cruise line’s leadership – Chief Brand and Marketing Officer Nathan Rosenberg, Chief Operating Officer Michelle Bentubo, Chief Financial Officer Peter Hunt, VP of North American sales John Diorio – and the global sales teams, spent four days connecting with its top-selling agents. 

And they're candid about the challenges Virgin Voyages has faced over the years, from marketing missteps (the idea that Virgin is solely for millennials and new-to-cruise customers may, at one point, taken over) to choppy pricing models to reworked shows (the raunchiness has been toned down a little) to the cruise line’s often-clunky app (which, Saverimuttu confirmed, is undergoing a complete redo).

Growing pains happen. If anything, the feedback from travel advisors – “our biggest advocates,” in Saverimuttu’s words – has helped activate edits and propel the brand forward.

“I think a lot of [advisors] feel like they've been able to shape it,” said Saverimuttu, sitting down with PAX one-on-one in The Wake, a modern chophouse on Valiant Lady. “The product has evolved over the last three years on the basis of that feedback.”

Brilliant idea  

Since raising $550 million USD in capital in 2023, Virgin Voyages has been charting a course toward growth and expansion. 

The latest buzz revolves around the arrival of Brilliant Lady, the cruise line’s fourth ship, which is set to launch on September 5.

Four maiden voyages for Brilliant will take place across the United States, in New York, Miami, Los Angeles to Seattle, opening the brand to new markets.

It will be a North American tour, debuting 17 new voyages, covering 12 destinations. It will notably introduce Alaska (from Seattle and Vancouver), which sets sail in summer of 2026.

Brilliant will join Virgin’s three other similarly-designed ships – Resilient Lady, Valiant Lady and Scarlet Lady, which, collectively, navigate waters in the Caribbean, Europe and Australia.

Once Brilliant enters the picture, there will be more variety. At one point, all four ships will be operating in the Caribbean (three in Miami, one in San Juan), offering, four, five, seven, nine and 11-night itineraries.

“Canada is very, very important”

It all bodes well for Canadians, which, in Virgin’s early days, may not have been as responsive to the cruise line’s shorter itineraries, which were initially designed for Americans with homeports in their backyards.

“Canada is very, very important,” Saverimuttu told PAX. “When we started the brand, we were very focused on the U.S. market. But we realized we had to tweak our policies and promotions to make sure we were focused on Canada.”

The longer itineraries (such as ten and 11-night cruises) that Virgin has released in recent months were developed “with Canada in mind,” Saverimuttu explained.

“When Brilliant Lady comes online, you're going to see longer itineraries all throughout the fleet, in all destinations,” he said. “With long itineraries, there’s now a very viable option for the Canadian market.”

Canada-specific promos are also sweetening the deal. The latest is a BOGO offer on sea terraces (balcony cabins), with an opportunity to get up to $300 in Bar Tab per cabin on all 2025 sailings. The sale ends January 30, 2025. 

“We’re seeing huge strength in Canada off the back of that dedicated offer,” Saverimuttu said. “I encourage everyone to take advantage of it, because it's phenomenal.”

Virgin's relationship with Canada is only getting stronger as Virgin Atlantic, the airline, will launch a new direct route between Toronto Pearson (YYZ) and London Heathrow (LHR) beginning May 30, 2025, marking the airline’s expansion in North America and into Canada’s financial hub.

Come as you are

So, what is Virgin Voyages all about anyways?

As PAX has previously reported, the fun-filled cruise is a cheeky, come-as-you-are experience, built around socializing, wellness, dining and adventure, that attracts open-minded travellers, of diverse sexual preferences, genders, ages and body sizes, who go with the ocean flow.

“We celebrate the fact that adults can be themselves,” said Sean Russo, the cruise line’s Canadian sales manager (who, you have to admit, has effectively become ‘the face’ of Virgin Voyages in Canada), speaking to PAX in a previous interview. “It’s a place where they can connect with their loved ones or best friends, be a little silly, and enjoy themselves.”

Is it a gay cruise for straight people? (Or a straight cruise for gay people?) Is it for swingers? 

READ MORE: On Location: TDC Cruise Academy sets sail with Virgin Voyages amid “booming” cruise sales

Don't overthink it. It's an everybody cruise. 

Virgin Voyages, simply put, is for people who embrace a one-love, express-yourself philosophy – an attitude that extends to the dynamic crew and entertainers, who may proudly display tattoos, piercings or colourful hairstyles.

Mid-sized Valiant Lady, with a top-deck, scarlet-red, ocean-view running track, is 278 metres long with 1,330 cabins and 78 suites. The cabins, with minimalist design, have mood lighting controls on an iPad, and flexible storage space. The balconies have red hammocks.

Of course, the glamour intensifies in Suites & RockStar Quarters, which have marble bathrooms, “stargazing terraces,” champagne tables and access to “Richard's Rooftop,” an exclusive deck space where cocktail parties unfold.

READ MORE: On Location: Hip, fun and a little naughty. What to expect from Virgin Voyages

The ship has two pools, several hot tubs and unique seating, such as open and private cabanas, low-slung curved sofas, sunbeds, swinging chairs, hammocks and traditional loungers – in bright colours of red, purple and blue.

Virgin’s signature events, from pajama parties to “Scarlet Night,” when passengers wear red (Virgin’s corporate colour) and explore a wild menagerie of pop-up circus acts, flash dances and artsy activations that eventually bubble up to the top pool deck, where a high-energy dance party erupts under the gaze of a giant octopus with glowing eyes, pulsate with originality.

The shows on board promote one thing, but they deliver another – with wickedly fun results.

The “Untitled Dance Show Party Thing,” for example, is a standing-room-only event that blurs the lines between stage and nightclub, reminiscent of the ’90s rave scene.

What at first appears to be a traditional stage show, with neon-clad break dancers, quickly transforms into what feels like a nostalgic music video (with hypnotic talking cat projections), and before you know it, the stage is moving across the room, and you’re in the act itself, dancing the Macarena, the Wobble and the Hokey Pokey.

The “Miss Behave Show” is where audience members engage in a competition for points, shouting and singing, while a glamourous singing Host and sexy aerialist Assistant entertain and titillate. It leaves you rolling with laughter (and maybe even a little turned on). 

“Duel Reality,” meanwhile, is a circus-inspired show that retells Romeo and Juliet with death-defying stunts and acrobatics.

Between the resident drag queen, the tattoo parlour – to even the pop-rock safety video that guests are required to watch before each sailing – there’s really nothing else like this at sea.

“We're here to grow the pie”

But who, exactly, goes on this crazy cruise?

During last week’s voyage from Miami to Key West to Bimini, Bahamas, where Virgin operates an ocean-facing beach club), PAX witnessed all walks of life, from heterosexual (and hetroflexible) couples to playful friend groups to gays travelling with their parents to solo travellers making connections along the way.

We also met several new-to-cruise Sailors. Which is impressive, given that one of the cruise industry’s biggest challenges is getting non-cruise people on the water.

Saverimuttu says Virgin has a “phenomenally high” rate of new-to-cruise customers.

“I think people are attracted to the Virgin brand,” he told PAX. “They expect for us to offer a unique perspective, and they're willing to try it because it's Virgin.”

But the program wasn’t developed solely for that audience, the CEO clarified.

“We wanted to create an experience [that reflected] what modern travellers are looking for,” he said, citing small dining venues, Chef-inspired menus and boutique-like environments as examples.

“The wonderful thing about seeing new cruisers is that it's great for us, it’s great for the industry, and it’s great for advisors. Because guess what, you've now got someone who’s open to cruising,” said Saverimuttu.

“We're here to grow the pie, get more people cruising and get more business for our advisors. That's a core part of what we're seeing.”

Virgin’s new-to-cruise audience is, however, expected to grow.  

The cruise line’s recent Black Friday period, which saw the single-highest booking day in the company’s history (resulting in a more than 300 per cent increase in revenue from 2023), was a turning point as 70 per cent of those bookings were new to brand, and a “big proportion” was new to cruise, Saverimuttu said.

“People want kid-free experiences”

The average age of a Virgin Voyage customer is 49 – but that’s a loose 49.

“I've never thought of it as a brand that excludes anybody,” Saverimuttu said at the town hall. “The only people who are not welcome are those under the age of 18.”

One observation, shared over espresso martinis one night in a lounge while a band played on (the ship’s live music, by the way, has a wonderful groove), was that while Virgin has no children on board, there are also no parents.

Which is a vibe, when you think about it. As the voyage unfolds, Sailors realize they’re in a safe space where they have permission to escape the pressures of parenthood and have a little fun.

As one hard-working mother with young children (who were obviously not on board) remarked: “This cruise has allowed me to visit the life I used to have.”

The adults-only format, said Saverimuttu, is a big selling point. 

“People want kid-free experiences. It’s a growing part of the market” he said. “Historically, there has not been a kid-free option at this price point. If you wanted a kid-free cruise, you were looking at luxury prices and smaller ships.”

Quality, without stuffy formalities, is also part of the formula. “People don't want to go to formal nights every night,” Saverimuttu said. “They don't want strict dining times. They want flexibility. That’s how we live our lives now.”

Value for money, however, seems to resonate most. Virgin’s sailings are packed with inclusions, such as gratuities, basic Wi-Fi, group fitness classes, entertainment, essential drinks (water, coffee, and soda) and dining at more than 20 eateries – including six restaurants with menus that were designed by Michelin-star Chefs.

These vivid venues, from the Test Kitchen (Chef’s tasting menu) to Razzle Dazzle (meats, sweets and veggie-conscious dishes, in a glossy space) to The Wake (steakhouse) to Pink Agave (Mexican) to Extra Virgin (Italian) to Gunbae (Korean BBQ), look and feel like exclusive speciality restaurants. Except they’re open to everyone, and they don’t cost extra. 

The Galley is like a buffet, but it’s more like a marketplace. Dishes are plated.

And the quality of the food, across the ship, is high. While dining at Extra Virgin, I couldn’t resist ordering three plates of pasta, from oxtail agnolotti to ragu bolognese to gnocchi smothered in truffle butter sauce…and the steak.

These are restaurants that require interventions.

Alcoholic drinks, meanwhile, are pre-purchased as Bar Tabs. It’s a way for passengers to pre-pay for drinks instead of being limited to set packages.

The Tab can also be used to pay for drinks at Virgin’s Beach Club at Bimini (which doesn’t cost extra to visit).

What Canadians like

Virgin’s value is what seals the deal for clients of Sean Mills of Revolution Travel Group.

The Ontario-based travel advisor – one of six agents from Canada to make Virgin’s Top 100 list this year – says Canadians, who are used to taking all-inclusive vacations, appreciate value for money.

“When we say it's all-included, people understand what that means,” Mills told PAX, noting how Virgin’s current Bar Tab promo for Canada has closed many of his Virgin sales.

Mills, through his relationship with Travel Leaders Network, can often secure bonus “Loot” (onboard credits) for his Virgin customers, which he says range from 30 to 60-years-old.

The cruise line’s pre-paid Bar Tab also attracts people who don’t necessarily want to drink booze during their entire cruise.

“All-inclusive clients who might not be the biggest drinkers really love it,” Mills said.

Others love it too, it seems. Virgin Voyages recently took home two major consumer awards, winning the top spot in its category for both the Conde Nast Traveller's Readers Choice Awards and Travel + Leisure World's Best Awards.

All grown up 

Virgin’s strategy, looking ahead, is to continue enhancing its relationship with the trade,

One of the cruise line’s founding principles is to pay commission on all fares (no NCFs), and efforts are underway to make the booking process more user-friendly, Saverimuttu said.

The cruise line’s LetsGoBook link, introduced last year, allows an advisor to make a booking through Virgin’s website without having to learn the backend reservation system.

A customer can even make a booking on their advisors’ behalf. “It’s a simple way for a client to make a booking in five steps and then [the advisor] can service the booking,” Saverimuttu said

New features coming to Virgin’s reservation system will also make modifications easier, the CEO added.

And then, of course, the app. It’s not terrible – it has a cool champagne delivery service, called “Shake for Champagne,” built in – but everyone knows it needs work, from the speed at which it loads to how dining reservations function.    

Virgin Voyages launched at the height of the pandemic, and during that turbulent time, the app, perhaps, wasn’t a top priority. But that’s set to change as beta testing on new software is currently underway. A newly-designed app is expected to launch this May or June, the team said.

Saverimuttu said Virgin is actually trying to inspire passengers to put down their phones and engage with the experiences on board. But “the app is not where it needs to be.”  

“We need to work on it,” Saverimuttu said. “The feedback is important and we're going to fix it.”  

With big enhancements and new adventures ahead – and with Alaska now completing the itinerary picture – Virgin Voyages may not be so young anymore.

There may not be any kids on board, but Saverimuttu, when reflecting on the brand's growth, still sounds like a proud parent. 

“People are saying that we’re finally a grown-up cruise line,” he beamed. 

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