‘Major January trade push’ leads to ‘higher quality bookings’, says Virgin Voyages

Virgin Voyages has claimed “a major UK trade push” in January has led to double-digit increases in agent revenue and average selling values.

Trade revenue per cruising day was reported to be up 25% year on year, while average selling values were up by 18%.

Throughout the peak selling month, the adult-only cruise line also claimed it contacted 1,063 agents, visited 101 stores, hosted marketing activities in 58 locations and delivered additional training sessions and head office takeovers.

The majority of agents (65%) booking in the period applied the First Mate Loot incentive where they earned an additional £30 per booking.

Earlier in the month, UK sales director SJ walker outlined the ambition for half of all UK trade bookings in 2026 to be for the Caribbean.

Walker said: “January has been all about showing up for the trade - in store, at head offices and face to face with First Mates [agents] across the UK.

“Reaching more than 1,000 agents in a single month is a milestone we’re incredibly proud of. Just as importantly, the quality of bookings coming through is rising, with longer sailings and higher-value trips becoming the norm.

“That’s good news for our First Mates, good news for Sailors and a strong signal for the year ahead.”