UK market ‘on fire’ for Virgin Voyages as new ship showcased

The chief executive of Virgin Voyages says commitment and feedback from agent partners in the UK has driven strong sales growth and progress on improvements to the line’s operations.

The line’s newest ship Brilliant Lady is due to host 1,300 UK agents in Portsmouth today (Tuesday), having arrived at the port on Monday.

Nirmal Saverimuttu told Travel Weekly the UK market “has been on fire”, adding: “Demand has been incredible across Europe, but the UK is leading the charge as our Med 2025 voyages are full and booked up earlier than ever, and now 50% of our UK business is already coming in for 2026 and 2027.”

He said: “Our brand is where it is today with full ships, record high satisfaction levels, thanks to our First Mates [agents].”

Saverimuttu urged agents to secure 2026 Mediterranean voyages early as sales were “pacing ahead” of last year, while Caribbean bookings from the UK had quadrupled year-to-date.

He added repeat booking rates were as high as 60% on some sailings, with many passengers rebooking for longer voyages.

He also hailed the “phenomenal” reaction to the line’s first Alaska season, where Brilliant Lady will debut next year, adding: “The bigger picture is that with our full fleet, we now have a destination for every type of adult traveller.”

Saverimuttu thanked agents for their “very direct” feedback which has resulted in improvements such as more stable pricing, longer promotions and a new app which will continue to be enhanced throughout 2025.

He added the adult-only line “love the feedback”, saying agents had been “clear” about what they and their clients were looking for, including more food choices, more entertainment options such as comedy and live music, more destination variety, longer itineraries and more immersive experiences onboard and ashore.

“We’ve taken that feedback to heart, continuing to evolve our offerings to meet those expectations while still delivering the elevated, boutique feel that sets Virgin Voyages apart,” he said, adding the line had “made smart investments in our sales structure” and brought in “more specialised expertise” to make the First Mate [agent] experience “faster and easier”.

Saverimuttu said he was “incredibly optimistic” for the future as the demand for child-free travel experiences “has never been higher”.

He said: “We are perfectly positioned as the go-to option for this booming market.

“My key message to every agent is this: if you have clients travelling without kids, we respectfully ask that you consider Virgin Voyages.

“We offer them an unbeatable value-for-money holiday. You’re selling them the best food at sea, our iconic Virgin service, our brilliant crew, and an experience where they won’t be nickel-and-dimed.”