Virgin Voyages says UK revenues during the wave selling period are 40% up on the same period last year, with the line attributing the performance to greater stability in its pricing model and a shift to longer itineraries.
The line said the revenue increase was particularly pleasing “given reports of quite a soft market” so far in 2025.
UK sales director SJ Walker said: “This performance is the result of simple promotions and more stability in our pricing model, which makes us much easier to do business with.”
Senior commercial advisor John Delaney added: “It is also due to the fact people are booking much longer voyages with us; both in Europe and the Caribbean. We used to be just a four, five, seven-day brand but now we’re offering nine, 10 and 11-day itineraries. Plus, we’re on sale right up to 2027 now.”
Walker said new deployment and durations had also helped customer retention as existing “sailors” were coming back to try something new from the line.
Speaking on a visit to London from Miami, vice-president of marketing and growth Stephen Hopkin said: “The UK has outperformed the previous year, even with less Mediterranean inventory and less ex-UK as it’s selling more long-haul, global voyages.”
He added: “Our sales team in the UK has done a stellar job with agency head offices, frontline agents and homeworkers, explaining that with our new pricing model, it’s only going to get more expensive as you get nearer to departure. And putting in the right incentives.”
Walker said Virgin Voyages was also “managing to broaden its appeal and who is sailing with us”, adding: “We are having success explaining to agents that if they get customers that are looking for an adult-only holiday, to consider us – even if they were originally looking for a land-based holiday.”
She added the line was also getting more traction among new “premium agent partners who operate more in the luxury space”.
“As we look ahead, that is where we see a lot of our further growth opportunities, where we tend to get higher average selling prices. We’ve been chipping away at these agents and it’s starting to really take effect,” she said.