Virgin Voyages has onboarded Rovey, the brand’s first AI crew assistant.
Developed in collaboration with Google Cloud, the tool is the first product launch rolled out through Project Ruby, a long-term AI initiative.
The announcement was made at the Google Cloud Next event in Las Vegas.
Rovey is designed as a travel-planning assistant to support travel agents navigate the complexities of cruise bookings.
Rather than having to begin with a blank slate or juggle multiple itineraries manually, agents will be able to use AI to gain human-esque recommendations about things like itineraries, timing and onboard experiences based on guest preferences.
Traditionally, these inquiries required a phone call to guest services but the new tool allows agents to refine client recommendations in real time.
Nirmal Saverimuttu, CEO of Virgin Voyages said: “We sail to more than 150 destinations, with 60+ itineraries on sale more than two years out. It’s a complex decision, and it matters. Our advisors care about getting it right for their clients. Rovey helps with that. She brings the most relevant options into focus and makes it easier to tailor recommendations for clients. That’s always our goal with AI: to free up processes in favour of human-to-human connections.”
The underlying infrastructure of Project Ruby uses Google Cloud’s AI models combined with Virgin Voyages’ structured data and behavioral insights.
According to the brand, the system is designed to support high-consideration purchases with context-aware suggestions.
Project Ruby is a multi-year initiative, with seven “expressions” planned to roll out across various stages of the guest experience.
Nathan Rosenberg, Chief Brand Experience Marketing and Momentum Officer at Virgin Voyages, added: “The best First Mates we work with spend their time building relationships, not answering the same foundational questions every week.
“When a Sailor arrives having already worked through the basics, the conversation becomes about the person and less about the itinerary. That is where trust is built. That is what drives a Sailor to rebook and to send their friends. Rovey shows up first so the First Mate can finish strongest.”
Sam Sebastian, VP for North America at Google Cloud said: “We are excited to collaborate with Virgin Voyages and leverage Google Cloud’s leading AI technology to enhance the cruise booking process. By powering Rovey with our AI tools, Virgin Voyages is able to mitigate booking friction, deliver personalised travel recommendations at scale, and build deeper, more valuable connections with Sailors.”
The brand confirmed that agents will soon be able to direct clients to Rovey via VirginVoyages.com for initial planning support. Further resources for agents will be hosted on FirstMates.com.
