Virgin Voyages has launched its first trade loyalty programme, allowing travel agents to earn every time they book a Virgin Voyages cruise.
Each Virgin Voyages booking will earn agents £25 when they log it on trade portal Firstmaterewards.com. The agents earn the same amount regardless of the cabin grade.
Shane Lewis-Riley, vice-president of sales, confirmed the announcement during Valiant Lady’s trade showcase in Tilbury last week.
He said: “We did not have a loyalty programme before, so we’ve listened to the feedback. The loyalty programme is the last piece of the puzzle.”
Almost 1,500 UK agents will experience the line’s second vessel before its maiden voyage to Zeebrugge on Friday (March 18).
Resilient Lady – the line’s third ship – will launch later in the summer with sailings out of Piraeus, Greece.
Asked about further opportunities for agents to experience Virgin Voyages after this series of UK showcase events on Valiant Lady, Lewis-Riley said: “Our conversations are primarily involved with Valiant Lady at the moment.
“We’re looking at different options to get agents out to Piraeus and join Resilient Lady. But the key thing is this ship [Valiant Lady].
Lewis-Riley said “minor tweaks” had been made to Valiant Lady following feedback from passengers who sailed on maiden vessel Scarlet Lady.
“The Sea View and Sea Terrace cabins have been made to feel a bit warmer, less minimalistic and a premium feel,” he explained.
“We’ve already begun rolling that out with Scarlet Lady. As Valiant Lady is the second ship we’ve been able to do that with every single cabin.”
He confirmed that more drawers had been added to Sea Terrace cabins and in the suites on both ships.
“We’ve taken the opportunity to listen to the feedback,” he added.
On booking levels, he said: “We’ve seen the bounce back since Omicron, driven by having two ships in the Med and our UK deployment has also been a key driver.”
Lewis-Riley said the average age of a Virgin Voyages’ passengers was currently 45 years old but ages generally ranged from 30 to 60.
“People are beginning to realise that Virgin Voyages is a lifestyle brand,” he added. “These people have a zest for life.”
More: Virgin Voyages insists UK market is ‘very important’ despite cancellations
Virgin Voyages reports soaring bookings as Valiant Lady launches