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

Call it an exclusive voyage for celebrating success and “talking ship.”

Virgin Voyages’ 2024 “First Mate Spectacular Soiree” kicked off in Miami, Florida Wednesday night (Jan. 8) on board the Valiant Lady, a vibrant, 2,700-passenger ship that first debuted in 2022.

Now in its third year, Virgin’s annual Soiree, on until Jan. 12, is held to honour the cruise line’s top 100 First Mates (the brand’s term for travel advisors) and showcase the vivid, adults-only world that “Sailors” (Virgin’s term for passengers) will experience on board.

It’s a big deal, making Virgin Voyages’ top 100 ranking in sales.

Addressing the event’s delegation at a welcome reception last night, John Diorio, the cruise line’s vice-president of North American sales, pointed out that 22,142 First Mates made a booking with Virgin Voyages last year.

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

“You are the top 100,” Diorio said. “I can’t thank you enough for what you do for us…We’re building this business together with you. We can’t do it without you. We need you with us along this journey.”

Hitting the high seas

The dynamic and educational itinerary, which PAX is covering on location, hits the high seas this week, sailing from Miami to Key West, where Valiant Lady will arrive on Friday (Jan. 10).

That day, Virgin’s annual First Mate Ink Awards will unfold, honouring agents who have gone above and beyond to help spread the word about Sir Richard Branson’s cheeky and fun-filled cruise line, which first set sail in 2021 aboard its debut ship, Scarlet Lady.

Then, on Saturday (Jan. 11), attendees will glide into Bimini, the westernmost district of the Bahamas, where First Mates and Sailors will experience Virgin’s private beach club experience.

Agents will also have opportunities along the way to network with members of Virgin Voyages’ executive team – notably, Chief Executive Officer Nirmal Saverimuttu, Chief Brand and Marketing Officer Nathan Rosenberg, Chief Operating Officer Michelle Bentubo, Chief Financial Officer Peter Hunt – as well as the cruise line’s energetic global sales team.

Come as you are

And attendees will unlock the unique cruise experiences that Virgin is known for.

Painted vibrant red – Virgin Group’s signature colour – mid-sized Valiant Lady (the second of four ships in Virgin fleet) is 278 metres long with 1,330 cabins and 78 suites. The balconies come with red hammocks.

The kid-free voyage is packed with one-of-a-kind activities (like pajama parties and the red-themed extravaganza Scarlet Night party) and cool technology, like an on-demand, app-based champagne delivery service, called “Shake for Champagne.”

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

“It’s for people who aren’t afraid to have a little fun, be naughty or silly,” as Sean Russo, Virgin Voyages’ sales manager for Canada, told PAX in a previous interview.

That be-yourself philosophy extends to the crew, too, who may proudly show tattoos, piercings or colourful hairstyles. 

A significant amount of value is also found on board. Every Virgin sailing includes all gratuities, basic Wi-Fi, group fitness classes, entertainment, essential drinks and dining at more than 20 eateries – including six restaurants with menus that were designed by Michelin-star Chefs.

It’s luxury rockstar experience – without stuffiness or formalities. Since music is a big part of Virgin’s history, a DJ is usually playing big beats at the main pool, where partying is definitely welcomed. But a secondary pool offers quieter option.

Between a resident drag queen, a tattoo parlour and naughty-ish entertainment (like the “Miss Behave Show,” where audience members engage in a fierce competition for points, shouting and singing, while a glamourous Host and sexy Assistant entertain and titillate), one could argue there’s nothing else like it at sea.

Record-breaking growth

The Spectacular Soiree, which, this year, welcomes an esteemed group of Canadian advisors, comes as Virgin Voyages reports record-breaking growth.

The cruise line’s recent Black Friday period, for one, marked the single-highest booking day in the company’s history, resulting in a more than 300 per cent increase in revenue from 2023.

The brand is also reporting a more than 60 per cent increase in overall revenue growth vs. 2023, with 2025 projected to be up 50 per cent again on 2024’s record revenue performance.

“We are so grateful for the support that we’re seeing from our loyal customers and travel advisor community and their passion for the award-winning, kid-free experiences we have created and built from scratch together,” said Saverimuttu in December. “Breaking records would not have been possible without our First Mates, and we’re as committed to them as they are to us,”

Stay tuned for more of PAX’s on-location coverage from Virgin Voyages’ First Mate Spectacular Soiree!

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