MIAMI — Virgin Voyages’ successful First Mate Appreciation Month roadshow attracted more than 1,000 travel advisors and featured a surprise appearance in L.A. by Sir Richard Branson.
The month also featured the inaugural Ultimate First Mate Appreciation Voyage — a dedicated sailing that gave advisors the chance to sail and bring a client onboard. During the voyage, First Mates connected with Virgin Voyages’ senior leadership team, experienced the product firsthand and networked with fellow advisors.
Post-event surveys indicated that 96% of attendees believe the roadshow will directly boost their sales, while 85% reported immediate booking intent following the events.
Confidence in selling Virgin Voyages increased from 74% to 95%, and the brand saw a surge in First Mate sign-ups.
Advisor confidence in selling Brilliant Lady spiked after gaining early access to the ship’s exclusive features – including the announcement of seven new shows debuting on board. Advisors also welcomed news that longer itineraries – a top request from both First Mates and Sailors – are now being added to the brand’s offerings.
Virgin Voyages’ fourth ship, Brilliant Lady, is scheduled to debut this September.
Virgin Voyages’ CEO Nirmal Saverimuttu said the fifth annual First Mate Appreciation Month underscored the cruise line’s deep commitment to the advisor community that has been instrumental in fuelling its momentum since launch.
Events took place in Toronto as well as Miami, Seattle, Chicago and many more.
“This month has shown us what happens when you invest meaningfully in your community,” said Saverimuttu. “Our First Mates are more than just partners in sales. With 95% feeling more confident in selling our brand, they are creating momentum and market reach. We’re here because of our advisors, and we’ll keep growing with them by our side.”
Virgin Voyages has relaunched its popular ‘Sell Three, Sail Free…ish’ incentive, running through June 30, 2025. Advisors earn an entry to win a free voyage for every three new bookings, with new-to-Virgin sellers earning double entries. Bookings made within 14 days of an event also unlock a US$50 Bar Tab per cabin for clients, a compelling value-add that’s already driving sales.
“First Mates are at the core of our go-to-market strategy,” said Nathan Rosenberg, Chief Marketing Officer. “From day one, we knew that building something truly different meant building it with our First Mates. This roadshow was our way of saying thank you – but also of saying: the best is still to come.”
Saverimuttu added, “This isn’t just a thank-you tour; It’s about the energy, the connections, the inspiration. Our First Mates showed up in full force, and we showed them what it means to be part of the Virgin Voyages family. There’s nothing transactional about this. It’s personal and it’s powerful – a reflection of what we’ve built together and the future we’re shaping, side by side, with the advisors who’ve championed us from day one.”
More information on Virgin Voyages’ First Mates program can be found at FirstMates.com.
