TORONTO — Virgin Voyages, one of the cruise industry’s most modern cruise lines and biggest disruptors, embraced one of the most ʻtraditional’ distribution channels – travel advisors – from the very start.
No non-commissionable fares (NCFs). Double-digit commission (now 16%) on voyage fares and prepaid gratuities. Earnings on airfare, hotels, shore excursions and more.
It’s all been a win for travel advisors, and a successful strategy for Virgin Voyages, with momentum building every year.
Agent bookings – or rather, ʻFirst Mate’ bookings – are up 27% YOY, as Virgin Voyages board member and Senior Advisor, John Lovell, told Travelweek in a recent interview.
Virgin Voyages board member and Senior Advisor, John Lovell
Lovell is a well-known name in this industry. He joined Virgin Voyages in June 2025 after many years with Travel Leaders Group and Vacation.com. “My arrival in summer 2025 wasn’t about changing direction. It was about accelerating momentum. I’ve spent my career championing the advisor channel, so stepping into a company that genuinely believes ʻwe’re building this together’ felt like home,” said Lovell.
“What I’ve focused on is deepening that commitment. More education. More access. More tools. More listening. The strategy was already there. My job has been to help amplify it and ensure First Mates feel seen, supported and set up to win.
“The advisor channel is not a side strategy for us. It is a primary growth engine.”
It will be five years this August since Virgin Voyages first set sail with Scarlet Lady. The cruise line now has four ships – Scarlet Lady, Valiant Lady, Resilient Lady and Brilliant Lady – and three consecutive honours (2023, 2024 and 2025) as World’s Best Mega-Ship Ocean Cruise Line from the readers of Travel + Leisure.
DRIVING HIGH-QUALITY BOOKINGS & REPEAT CLIENTS
The cruise line’s tools and resources for travel advisors include Seacademy, Virgin Voyges’ agent training portal supported by the cruise line’s Learning Development Representatives, and social community SeaCiety, with more than 20,000 First Mates sharing experiences and more. There’s also the Sailor Services team for all booking-related inquiries, and Brilliant Support for tech questions. A dedicated email address (commissions@virginvoyages.com
The line has even tackled the thorny issue of clients booking their next cruise onboard the ship: commissions for those bookings come via the My Next Virgin Voyage program. With another tool, LetsGoBook, all First Mates get their own dedicated link they can use to book clients, or they can share the link via email, text or on social media. The idea is that once clients (Sailors) make the initial booking with the link, First Mates can then customize the booking. All the details can be found at the FirstMates.com portal. Also of note: in 2025 Virgin Voyages introduced agents to its three-tier pricing model for Sea Terrace and below cabins.
It’s all about increasing advisor share by investing in resources, smarter tools and meaningful partnerships that drive high-quality (and repeat) bookings, said Lovell.
Aquatic Club
BRILLIANT LADY’S 2027-2028 DEPLOYMENT
In keeping with its trade focus, Virgin Voyages recently expanded its field sales coverage in North America to 16 BDMs.
In the Canadian market, Virgin Voyages’ realigned Director of Sales structure maintains Sean Russo as Director of Sales – Canada. Virgin also recently announced Ivan Mansanet as BDM, Western Canada.
The Groupie
Russo’s latest news for the trade is the winter 2027-2028 deployment for Brilliant Lady, with bookings opening today, March 19. Designed for maximum variety, ranging from three-night escapes to 17-night trans-continental crossings, Brilliant Lady’s 2027-2028 season includes the Mexican Riviera, Panama Canal crossings (expected to sell rapidly given the limited availability of the Canal transits, said Russo), three-night ʻBimini Quick Fix’ and 10-night Eastern Caribbean explorations. With the current Wave promotion in place, Sailors booking during this window can take advantage of 80% off the second Sailor, up to $300 in free drinks, and an additional 10% discount when paying in full.
CANADIAN MARKET TRENDS
We asked Lovell about Canadian market trends. “In key markets like Canada, we’ve seen particularly strong engagement and booking momentum through the trade community,” he said. “Advisors are leaning into our longer Caribbean itineraries, Mediterranean voyages and specialty sailings because they know the value story resonates.”
The cruise line is also seeing continued strength in longer voyages. “Seven nights and beyond are performing exceptionally well, especially in the Caribbean and Mediterranean. Sailors are prioritizing deeper, more immersive travel,” he added.
“We’re also seeing the kid-free travel trend accelerate. Adults are actively seeking exclusively adult vacation environments, whether they’re parents traveling without their children or couples and friends who simply want a refined, uninterrupted experience. That demand plays directly into our positioning.
“Specialty sailings are another bright spot. Our music-focused voyages, holiday sailings, and eclipse voyages allow Sailors to layer epic experiences into their travel.
“And we’re seeing growth in multi-cabin bookings: groups of friends, milestone birthdays, adult family gatherings, you name it. When you remove the kids component, those group dynamics shift in a really positive way.
“Most encouraging for First Mates is the repeat factor. Once Sailors experience a voyage with us, rebooking velocity is strong. The product resonates, and that builds long-term opportunities for advisors.”
Virgin Voyages’ Gorgeous Suite
“IT’S RARELY THE ONLY REASON A FIRST MATE BOOKS US”
Virgin Voyages’ no-NCFs stance made headlines from day one.
“No NCFs is absolutely part of the conversation. Advisors appreciate clarity. They appreciate transparency. And they appreciate knowing that when they earn commission, it’s straightforward,” said Lovell.
But here’s the thing: “What’s interesting is that while no NCFs get attention, it’s rarely the only reason a First Mate books us. It’s part of a broader value equation. Strong commission structure. Adults-only positioning. Award-winning dining. Distinctive product. Clear inclusions.”
Virgin’s not the only cruise line to eliminate non-commissionable fares – but its early commitment to the policy made it clear the cruise line was an ally for travel agents.
Last December, NCL (once again) joined the ranks of cruise lines making the move to eliminate NCFs, a list that also includes Explora Journeys and Viking. “As for what others may or may not do, that’s up to them,” said Lovell. “Our focus is staying consistent with our philosophy. We want partnerships with First Mates to feel simple, fair and sustainable. We remain fully committed to that promise to our First Mates and that will never change.”
Virgin Voyages’ value proposition for travel advisors is simple, “and that’s what makes it powerful,” said Lovell. “Virgin Voyages gives Sailors more for their money with over US$1,000 in value included in every voyage. That means dining at 20+ eateries, WiFi, essential drinks and unlimited group fitness classes are all covered in the voyage fare.
“For First Mates, that makes the conversation easier. They’re not selling a base fare and then explaining a long list of add-ons. They’re presenting a complete, premium experience from the start. It builds trust quickly.
“Layer onto that our exclusively adult positioning, and it becomes even more compelling. Being adults-only is a major selling point. No kids. No buffets. No formal nights. It’s an elevated environment that appeals to modern cruisers, couples, groups of friends and empty nesters alike.
“When you combine transparent inclusions, strong commission structure and a differentiated, adults-only product, First Mates can sell with confidence. It’s clear value, a clear audience and a clear point of difference in market.”
The Wake
“DINING IS A STANDOUT”
With his own Virgin Voyages anniversary coming up this June, we asked Lovell about his favourite spots on the Virgin Voyages ships. What shipboard experiences have delighted him the most?
“What’s surprised me most is how cohesive the experience feels,” he said. “Dining is a standout. The quality across our eateries, from The Wake to Pink Agave to Gunbae, consistently exceeds expectations. And because it’s included, Sailors truly lean in and explore.
“Entertainment has also impressed me. The Red Room productions, the energy of Scarlet Night, the spontaneity of our Happenings Cast. It feels immersive rather than observational.
Pink Agave
“And then there’s the atmosphere. Waking up early to watch the sunrise on the hammock, or watching Sailors connect over dinner with no kids and no formal dress codes. There’s a relaxed vibrancy that’s hard to describe until you feel it.
“It reminds me why we do what we do. Kid-free travel, when done well, creates real connection. And that’s what I see happening on our Lady Ships every day.”
For more information check out Virgin Voyages’ FirstMates.com portal.
