MIAMI — Virgin Voyages’ ‘First Mate’-driven bookings are up 27% year over year.

“Our momentum is being driven by First Mates who know how to sell premium travel, and we’re leaning into that,” said John Lovell, Board Member and Senior Advisor at Virgin Voyages.

Lovell joined Virgin in 2025 with many years in the retail travel industry, notably with Travel Leaders Group and Vacation.com.

“With our full fleet now sailing and demand continuing to grow, this is the right moment to invest behind the partners and markets that are fuelling our success. This expansion is about scale with intention,” said Lovell.

As capacity stabilizes and longer itineraries continue to resonate, Virgin Voyages is doubling down on localized, advisor-led growth.

In keeping with its trade focus, the cruise line has expanded its field sales coverage in North America to 16 BDMs.

The expanded footprint is designed to deliver more consistent, high-touch support as the brand continues to grow.

In this market, the cruise line’s realigned Director of Sales structure maintains Sean Russo as Director of Sales – Canada. Virgin also recently announced Ivan Mansanet as BDM, Western Canada.