MIAMI, FL – Feb. 5, 2026 – Virgin Voyages is charting its next phase of growth following the debut of its full Lady Ship fleet. The award-winning, adults-only cruise line is investing in its First Mate community, expanding into Mexico and growing its sales presence across key international markets.
As the brand heads into 2026 with its complete fleet in service, key sales organization updates include:
- New market entry: Dedicated sales operations launching in Mexico for the first time
- Sales team expansion: Additional Business Development Manager roles added on the West Coast and in British Columbia, bringing the team to 16 team members
- International leadership focus: Strengthened sales leadership across the UK, Europe, Australia and New Zealand
Together, these moves represent one of Virgin Voyages’ most meaningful sales investments since launch, designed to support rising demand for premium, adults-only cruising.
The expansion follows a period of strong commercial momentum, with First Mate–driven bookings up 27% year over year. As capacity stabilizes and longer itineraries continue to resonate, Virgin Voyages is doubling down on localized, advisor-led growth at a time when parts of the cruise industry are reassessing field sales investment.
“Our momentum is being driven by First Mates who know how to sell premium travel, and we’re leaning into that,” said John Lovell, Board Member and Senior Advisor at Virgin Voyages. “With our full fleet now sailing and demand continuing to grow, this is the right moment to invest behind the partners and markets that are fueling our success. This expansion is about scale with intention.”
Entering Mexico: A New Growth Market
As part of its broader global growth strategy, Virgin Voyages is expanding its sales operations into Mexico for the first time in 2026. The market launch will be led by industry veteran Alberto Muñoz, who will oversee market development and partner engagement as the brand builds its presence with Mexican First Mates.
Key drivers behind the Mexico expansion include:
- Growing demand: A 70% increase in Sailors traveling from Mexico since 2023
- Product alignment: Rising interest for Virgin Voyages’ adults-only, all-inclusive experience paired with iconic, sought-after destinations
- Trade momentum: A 35% increase in First Mate bookings tied to Mexican source markets
Together, these factors prompted Virgin Voyages to establish dedicated, on-the-ground sales leadership to support First Mates and accelerate growth in the market.
“Mexico is a natural next step for Virgin Voyages,” said Alberto Muñoz, Director, Mexico & LATAM at Virgin Voyages. “We’re seeing a lot of interest in kid-free, premium experiences, and First Mates here are eager for a product that’s genuinely different. Being on the ground lets us build deeper partnerships and grow the market in a meaningful way.”
Expanding Field Support Across North America
In North America, Virgin Voyages has expanded field sales coverage to 16 Business Development Managers, alongside rebalanced territories across key growth markets including California, Texas and the Pacific Northwest. Led by Koreen McNutt, the expanded footprint is designed to deliver more consistent, high-touch support as the brand continues to grow.
Virgin Voyages also realigned its Director of Sales structure, with four leaders now overseeing expanded or newly defined territories:
- Sean Russo, Director of Sales – Canada
- Rosalynn Domdom, Director of Sales – East
- Julia Glick, Director of Sales – South
- Tamika Bloodworth, Director of Sales – West
These roles provide clearer ownership at the regional level and ensure sales strategy remains closely aligned with local market opportunity.
UK, Europe, Australia & New Zealand: Strengthening International Leadership
Building on sales leadership updates shared in late 2025, Virgin Voyages' international sales leadership across the UK, Europe, Australia and New Zealand continues to anchor the company's broader global growth strategy as these markets drive increasing international demand.
Under this structure, the Brilliant Support Team reports into SJ Walker, UK Director of Sales, creating closer alignment between sales leadership, partner support and execution across the region.
International sales leadership includes:
- SJ Walker, Director of Sales – UK
- Matt Lebbern, Director of Sales – Europe and Australia & New Zealand
- Kelly Green, Sales Manager – UK
- Alan Fincham, Business Development Executive – UK
- Kayleigh Hilton, Sales Manager – Europe
- Ben Soane, Business Development Executive – Europe
A Commercial Model Built for First Mates
Virgin Voyages’ growth continues to be supported by a value proposition that resonates with both Sailors and First Mates. With more than $1,000 in value included, every voyage features dining at 20+ eateries, free WiFi, essential drinks and unlimited group fitness classes, all covered in the voyage fare.
For First Mates, Virgin Voyages offers a compelling commercial model, including higher commission opportunities and no noncommissionable fares, both supported by an adults-only experience, strong repeat demand and increasing interest in premium, all-inclusive travel.
For First Mates interested in learning more about Virgin Voyages, commission opportunities and partner resources, they are encouraged to connect with their local sales representative or visit FirstMates.com for additional information.
About Virgin Voyages
Promising to Create an Epic Sea Change for All, Virgin Voyages is the award-winning, exclusively adult cruise line founded by Sir Richard Branson. Delivering unforgettable, relaxing vacations at sea, Virgin Voyages launched at the end of 2021. Inspired by superyacht design, its fleet of Lady Ships exemplify an elevated, boutique hotel at sea with contemporary spaces that strike the perfect balance of nautical chic and glamour. Currently departing from the sun-soaked cities of Miami, Barcelona, Athens and San Juan, the fleet offers more than 60 unique itineraries, sailing to 150+ incredible ports of call. On-board, 20+ eateries feature culinary experiences from Michelin-star chefs, stylish workout spaces and group fitness classes are offered daily, and a festival-like line-up of intimate and larger-than-life shows are on the agenda. Paired with modern, tech-savvy cabins, designer suites fit for a rockstar and a mermaid-inspired spa and thermal suite, the brand is taking the industry by storm. For three consecutive years – 2023, 2024 and 2025 – Virgin Voyages won best cruise line in Travel + Leisure’s highly coveted World’s Best Awards for mega-ship ocean cruise line, along with the 2023 and 2024 Condé Nast Traveler’s Readers’ Choice Awards for best large ocean cruise line.
