Demand for new itineraries drives record revenue day for Virgin Voyages

Virgin Voyages recorded the biggest revenue day in its history on August 13, surpassing its previous record set during Black Friday in November last year.

The adults-only cruise line said the bumper bookings were driven by demand for its first Scandinavia and Baltics programme, which sees Valiant Lady sail from Amsterdam in summer 2028.

The programme features five new itineraries covering the Scandinavian capitals, the Norwegian fjords and the Arctic Circle.

Northern Europe bookings generated more than half of Virgin Voyages’ total revenue for the day, almost two years before the season begins.

Demand was particularly strong for the 11-night Arctic Circle itinerary, said the cruise line.

More: Virgin Voyages to offer Scandinavia and Baltics itineraries for first time in 2028

Valiant Lady resumes service with new Indian restaurant following dry-dock

The rate of bookings made during August was running 20% ahead of the same period last year before the launch, rising to more than 45% ahead by the end of August 13 (launch day).

It said the result follows a record ‘wave’ period for Virgin Voyages, which saw the cruise line expanding its support for travel agents – known as First Mates – including providing access to branded Canva marketing tools and the introduction of Rovey, an AI-powered travel assistant.

Nirmal Saverimuttu, chief executive of Virgin Voyages, said: “Breaking a record on a random Thursday in August seems odd until you realise all of the momentum we’ve built over the last eight months.

“It’s pretty incredible, but what excites me most is knowing we’re now the go-to brand for anyone travelling without kids.

“To our Sailors (guests) and First Mates who have believed in us and supported us along the way, thank you.”

The launch of the 2028 Northern Europe programme follows a refit of Valiant Lady, which included the introduction of Ariya, a new Indian restaurant, alongside more than 20 new onboard activities and entertainment.