MIAMI, FL – September 25, 2025 – Virgin Voyages is sailing into a new era of growth and innovation. Fresh off the launch of its fourth ship, Brilliant Lady, the brand has cemented its place as one of the most celebrated names in travel, delivering record growth with sold-out voyages and becoming the go-to brand for new-to-cruise Sailors. Adult-only travel is booming, and Virgin Voyages has emerged as the clear option for travelers seeking sophisticated holidays without kids. Now, the rebel of the high seas is once again shaking up the cruise industry with a whole new playbook for how vacations are booked.
Launching Oct. 7, 2025, Virgin Voyages will debut VoyageFair Choices, a bold new fare model created directly in response to Sailor and First Mate feedback. Virgin doesn’t disrupt for disruption’s sake; every move is a strategic decision designed to make the experience better. At the heart of this new system are four goals: to give Sailors better price transparency, make fares easier to compare across the industry, offer more flexible and competitive options for different budgets, and – most importantly – respond to Sailors’ and advisors’ call for more choice.
“Travelers expect clarity and choice from airlines and hotels, and Virgin Voyages is the first to bring that same simplicity and pricing model to cruising,” said Nirmal Saverimuttu, CEO of Virgin Voyages. “This isn’t about gimmicks or fine print. We’re making it easier to book a voyage with confidence while knowing that once you’re onboard, the experience is unmistakably Virgin: elevated and unforgettable.”
John Lovell, Board Member and Senior Advisor, added, “Having spent many years in the travel industry, I’ve seen how quickly traveler expectations are changing. People want more flexibility, more transparency and more control over how they vacation. Virgin Voyages has already changed what it means to cruise and now, with VoyageFair Choices, we’re changing how people book. It’s a model built for the modern traveler and another example of Virgin pushing the industry forward.”
The new model introduces three distinct pricing tiers for Sea Terrace and below cabins, each designed to give Sailors greater flexibility in how they book.
- With the Base fare, Sailors can choose the most value-driven option. This non-refundable fare introduces a new Basic WiFi tier for one device per Sailor designed for social media, messaging and light browsing. Dining reservations open 15 days before sailing, and while changes to names, cabins or dates aren’t permitted, it’s an ideal choice for Sailors who know their plans and prefer straightforward savings.
- The Essential fare remains closest to what Sailors know and love today. It includes Classic WiFi for one device per Sailor, with social media, messaging, browsing and audio calling. This option includes a 45-day dining reservation window, along with added flexibility to adjust voyage dates using a Future Voyage Credit. Name changes are also allowed for Sailors Two through Four, making this option a familiar favorite with a touch more flexibility.
- For those seeking more perks and freedom, the Premium fare delivers elevated benefits. For the first time, Sea Terrace categories and below will enjoy a 60-day dining reservation window, previously reserved only for suites. Premium also includes Premium WiFi for two devices per Sailor with streaming and video capabilities, an included Bar Tab (drinks credit), and access to a priority support line for pre-voyage booking. This fare is designed for Sailors who want greater convenience, more benefits and maximum flexibility.
For RockStar and Mega RockStar Quarters, VoyageFair Choices brings one important upgrade: dining reservations now open 120 days prior to sailing, giving these Sailors the earliest opportunity to curate their onboard experience. All other elevated inclusions – from Richard’s Rooftop and priority boarding to curated in-room bars, dedicated RockStar Agent service and daily Bar Tabs for Mega RockStars – continue to define the RockStar journey, ensuring these Sailors enjoy the exclusivity and luxury that set Virgin Voyages apart.
Virgin Voyages is also raising the bar on transparency by displaying service gratuities as a separate line item at the time of booking. Previously bundled into the fare, these contributions will now be shown clearly so Sailors know exactly how they are applied. The total cost of a voyage does not change, and Sailors may pre-pay at a discounted rate of $20 per Sailor per night or settle onboard at $22 per Sailor per night. Once covered, that’s it – there are no hidden charges, no surprise gratuities and no tipping expected anywhere onboard. The singular gratuities line item, offered visible upfront, reflects the brand’s commitment to clarity and its ethos of keeping the experience easy, transparent and free of nickel-and-diming.
What remains unchanged is the heart of the Virgin Voyages experience: Always Included Luxury. Every fare delivers more than $1,000 USD in value, including diverse dining from world-class chefs, unlimited group fitness, unlimited WiFi, soda, still and sparkling water, as well as entertainment that pushes boundaries. Once onboard, Sailors have the freedom to curate their own adventure, whether that’s through bold culinary experiences, innovative entertainment, fitness and wellness or late-night celebrations. Virgin Voyages continues to evolve its experience so that every voyage is unique and unforgettable.
Saverimuttu concluded, “2025 has been a record year. Virgin Voyages is now firmly on the map and the undisputed No. 1 cruise line. We’ve won Travel + Leisure’s best mega-ship ocean cruise line three years running and have cemented this brand as the go-to option for those seeking an adult-only vacation. But we’re just getting started. From day one, this brand has been built on feedback alongside our fans, Sailors and First Mates, because it all starts with our people. VoyageFair Choices is about opening our doors even wider, giving more travelers the chance to experience the joy, connection and freedom of sailing with us. It’s a new way of putting people first and shaping the future of travel.”
The new fare model will go live for all new bookings beginning Oct. 7, 2025. For more information, visit www.virginvoyages.com/voyagefairchoices.
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.
