Virgin Voyages will invite more than 1,000 agents onboard Valiant Lady when she visits the UK and Ireland as part of what the line says will be its “largest ever regional trade activation”.
During the ‘Summer Tour 2026’ agents will come onboard on seven dates across six ports:
- Dublin – August 7
- Glasgow – August 8
- Liverpool – August 9
- Belfast – August 10
- Edinburgh – August 18
- Portsmouth – August 20 and August 27
The visits will include hosted dining and entertainment showcases aimed at demonstrating the brand’s “casually luxurious”, adults-only proposition.
Senior advisor and board member John Lovell reinforced the line’s distribution strategy, describing travel agents as “the lifeblood of this organisation”.
He stressed the company remains firmly committed to the trade channel and highlighted the line’s continued policy of having no non-commissionable fares.
Lovell said: “If you look at the growth of Virgin Voyages since its inception, it has been the travel agents that have really driven our success.”
Full details on each visit, including registration timelines and next steps, will be shared on The Bridge UK, the brand’s dedicated Facebook page for UK-based travel agents. Supporting information will also be available on firstmates.com.
Strong start for 2026
The cruise line has reported a strong start to 2026, seeing significant growth in longer itineraries, higher-value bookings and forward planning among UK travellers.
SJ Walker, UK Director of Sales, said the brand is encouraged by shifting booking patterns that indicate growing recognition of the line’s all-inclusive value proposition.
Average selling prices are up more than 18% year on year, while revenue per available day (APD) has risen by 25%.
Walker said: “Guests really understand the proposition and they’re comfortable paying more because they know they’re getting more.”
The adult-only cruise segment has also doubled over the past three years and is projected to double again by 2030.
Caribbean demand doubles
The Caribbean has emerged as a standout performer, with UK demand doubling year on year and now accounting for around 40% of Virgin Voyages’ business.
Ten-night sailings in particular are resonating strongly with UK customers, highlighting growing appetite for longer fly-cruise holidays.
To support this momentum, the line will roll out monthly fixed net rates across its eight- to 10-night Caribbean sailings for winter 2026/27 from March 1. The move follows what the company described as strong success with the same pricing model in Europe.
Walker said the initiative will give trade partners greater pricing certainty and allow them to package cruises with flights and hotels more confidently.
Product investment continues
To support high repeat rates, which are “now above industry averages on some sailings”, the cruise line is accelerating investment in onboard experiences.
Planned enhancements include:
- New entertainment programming
- Expanded live music and comedy
- Additional themed voyages, including wellness and culinary sailings
- Continued refresh of dining concepts
The company has also opened its own production capability to create original onboard shows rather than licensing external content.
Further itinerary announcements are expected later this year.
