Los Angeles, California, June 20, 2025
Branson’s west Coast Voyage
virgin Voyages’ new ship, Brilliant Lady, is setting sail for the West Coast, bringing a fresh perspective to cruising and promising a unique experience for those who wouldn’t typically consider a cruise.
- Brilliant Lady will begin sailing from Los Angeles this fall.
- The ship will offer a kid-free experience.
- Virgin Voyages aims to attract those who wouldn’t usually cruise.
What’s the buzz around Virgin Voyages’ new ship, the Brilliant Lady? The ship is making its debut in Los Angeles this fall, promising a unique experience for those who might not typically consider a cruise vacation. Richard Branson, the titan behind Virgin, is excited about the expansion.
Branson, now 74, has plenty of tales to tell. One includes signing Boy George and Culture Club to Virgin Records in 1981. Fast forward to 2024, and Boy George was DJing on Virgin Voyages, reconnecting with Branson in the Caribbean.
Did you know?-Boy George, the lead singer of Culture Club, rose to fame in the 1980s with hits like “Do You Really Want to Hurt Me” and “Karma Chameleon.” He has as had a prosperous career as a DJ.
branson’s ventures have always emphasized inclusivity, even from the start with his Student magazine at age 16,where he established an advisory center for young people. He told a media roundtable in Los Angeles this month, “Inclusivity runs through virgin’s DNA. People can be whatever thay want to be onboard a Virgin ship, at a Virgin hotel or any property that we run. Everybody should be treated equally throughout their marvelous lives – and they should be wonderful.”
At the brand’s annual First Mate Spectacular Soiree aboard Scarlet Lady earlier this year, the welcoming atmosphere was evident. Guests and travel advisors praised the cruise line’s sense of belonging. Tony Palmiotti, owner of Ahoy Cruises, said, “Ninety-seven percent of everybody who gets on this ship will rebook with me. it always feels so inviting with this crew, and with this cruise line. You get to be who you are. Wear your jewelry, wear your tattoos, just be you. That’s the message.”
Reader question:-What does inclusivity mean to you when you are considering a vacation? What specific elements make you feel welcome and valued when traveling?
California Cruising
Brilliant lady, the new ship, will offer a West Coast presence, debuting this fall and sailing from four homeports: New York City, Los Angeles, Seattle, and Miami.Itineraries will range from five to 14 nights.The ship’s first months will be in the Atlantic and Caribbean before a 16-night Panama Canal crossing from Miami to Los Angeles on March 21, 2026.
From L.A., the ship will offer five- to eight-night trips to Baja California, Puerto Vallarta, San Diego, Santa Barbara, and Catalina Island, depending on the itinerary. may through September 2026, Brilliant Lady will homeport in Seattle and sail to Alaska.
Branson is excited about the Los Angeles market. He chuckled, recalling how Virgin Atlantic once altered the Hollywood sign. He stated,”L.A. has meant a lot to us for many, many years. We signed Janet Jackson, Paula Abdul and David Bowie – just massive artists from L.A. – over the years. Virgin holidays sends a lot of people here. So,to finally get a ship based out of L.A. is very exciting. And that’s why I’ve jumped on a plane and come here to talk about it.”
There are a lot of people who wouldn’t necessarily go cruising, [but] who would go on a Virgin ship. And that’s why we created Virgin Voyages in the first place.
Branson anticipates cruising in Alaska and Mexico. He emphasized that the brand’s West Coast debut may attract new customers. He stated, “There are a lot of people who wouldn’t necessarily go cruising, [but] who would go on a Virgin ship. And that’s why we created Virgin Voyages in the first place.”
Virgin Voyages offers an adults-only experience. The ships are designed for adults.Spaces usually meant for kids, like game rooms and splash zones, are transformed into workout areas, a running track, yoga decks, boxing rings, and a sports court.
Nirmal Saverimuttu, CEO of Virgin Voyages, said, “When you think about the L.A.market – which is all about the outdoors and fitness and health and wellness – the ship is a perfect fit.” Branson himself stays active on board, playing pickleball and using the stairs.
Branson shared,”I make a rule never to see the inside of the lifts on the ship.” He enjoys chess outside The social Club,ofen posing for photos with passengers who offer feedback.
“The only problem is that I don’t like to listen too closely when I’m playing chess,because otherwise [my opponent goes] ‘checkmate,'” Branson joked.
A Community of Acceptance
Branson sees Los Angeles as a symbol of acceptance. At the media roundtable, he recalled the city’s response during the AIDS epidemic.
Branson concluded,”Los Angeles has very much been at the center of these things,and has been very sympathetic and understanding for decades. And that makes it a great city to be in.”
Branson’s Business Ideology: Beyond the Boardroom
Richard Branson’s commitment to inclusivity extends far beyond a welcoming atmosphere. It’s a core tenet of his business philosophy, shaping every aspect of virgin’s operations. Inclusivity is not just a marketing tactic for Branson; it’s a genuine belief in treating everyone wiht respect and providing opportunities.
This philosophy is evident in virgin Voyages’ commitment to providing an adults-only experience. The company understands that different people seek different vacation experiences and caters to that diversity. The ship’s design reflects this, offering spaces for fitness and wellness alongside social areas, creating a vacation environment focused on the preferences of adult travelers.
Virgin’s approach aligns with the evolving cruise market, where personalized experiences are becoming paramount. By offering tailored cruises, Virgin attracts people who haven’t cruised before and who prioritize specialized experiences.
Expert Insight: “The cruise industry is seeing a growth in demand for niche experiences,” says travel analyst, Maria Rodriguez. “Virgin Voyages has tapped into this trend by offering an adults-only format, appealing to a specific demographic seeking a particular type of vacation.”
This isn’t Branson’s first foray into disrupting established industries. Virgin’s history is filled with examples of challenging the status quo, whether it’s launching a budget airline or entering the space travel market.
- Music Industry: Virgin Records signed numerous artists across genres, including punk, new wave, and electronic music, offering artists more creative control.
- Airlines: Virgin Atlantic challenged traditional airlines by offering better service and in-flight entertainment.
- Mobile Telecommunications: Virgin Mobile was a pioneer in the mobile virtual network operator (MVNO) model, providing affordable mobile services.
A core principle throughout Virgin’s endeavors is a deep understanding of its target audience and a commitment to delivering value and a superior experience.
What are some key factors driving Virgin’s success? virgin’s successes stem from several factors: a laser-like focus on customer experience,bold marketing and branding,and a willingness to innovate and adapt.
Branson’s leadership style also plays a vital role. His hands-on approach, his willingness to take risks, and his genuine enthusiasm for his ventures are all hallmarks of the Virgin brand. Moreover, the culture Branson cultivates emphasizes fun, creativity, and empowerment. This is apparent from the playful tone he injects into interactions.
The shift in focus to activities like pickleball and the stairs on the ship demonstrates a shift in how people choose to engage with travel. People are now looking for more experiential opportunities that complement wellness and engagement, which is another area where Virgin cruises stand out.
FAQs about Virgin Voyages:
Q: What makes Virgin Voyages different from other cruise lines?
A: Virgin Voyages offers an adults-only experience with innovative ship design, personalized service, and a focus on fitness, wellness, and entertainment, all within a culture of acceptance and inclusiveness.
Q: what kind of activities are available on a virgin Voyages cruise?
A: Their cruises offer a wide array of activities, including fitness classes, live music performances, themed parties, and exploring various destinations-a variety designed to appeal to the modern traveler.
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