Virgin Voyages more than tripled its revenue and bookings over the Black Friday weekend compared to the same period last year.
The adult-only line reported Black Friday (November 29) was its best booking day since its founding, as it projected the next wave period would “surpass any previous records”.
More than 70% of Black Friday and Cyber Monday bookings came from new-to-brand passengers, with “a significant number” also new-to-cruise.
The line has recorded a 60% increase in overall revenue growth for 2024 compared to 2023 and forecast its 2025 revenue growth to be up 50% on 2024’s record performance.
It reported occupancy records for its Mediterranean and Caribbean sailings this year and levels of repeat cruisers reaching 60% on some voyages.
Virgin Voyages also expects its new Annual Pass product launched this month, which allows passengers to hop on and off any ship at any time, to sell out before the end of this year.
Nirmal Saverimuttu, Virgin Voyages chief executive (pictured), hailed the contribution of the trade to its Black Friday sales and said it would continue its no non-commissionable fees policy so agents would earn on everything they sold.
He added: “Breaking records would not have been possible without our First Mates [agents] and we’re as committed to them as they are to us.
“In an environment where value is disappearing and travellers are feeling the pinch of changes from others, we are doubling down on being an incredible value for Sailors [passengers] with all our inclusions, such as Wi-Fi, soft drinks, still and sparking water, unlimited fitness classes, no upcharges for specialty dining and more.”
He continued: “This further solidifies our place as the brand of choice for travellers looking for a fresh, price-inclusive travel experience.
“We believe this really shows the power and appeal of a kid-free vacation, a position in the travel industry where Virgin Voyages is also fast becoming the brand of choice for adult-only holidays.”
Saverimuttu said there was “a lot to look forward to” for the line in 2025, including the launch of its new ship Brilliant Lady, the return of Scarlet Lady from its refurbishment and the introduction of longer itineraries and new home ports such as New York, Los Angeles and Seattle.