Virgin Voyages has delivered its latest Impact Report, which reveals the future of cruising is putting experience and values at the forefront. Over the past five years, Virgin Voyages has positioned itself as one of the cruise industry’s biggest disruptors and this approach has paid off with high Sailor satisfaction.
The report takes a unique long-term view of the brand’s impact since launch, detailing how Virgin Voyages has embedded social and environmental change into the core of its business strategy in what it calls “Creating an Epic Sea Change for All.”
From rethinking onboard entertainment and championing more conscious sustainability practices to prioritising Crew wellbeing and redefining the Sailor experience, Virgin Voyages is challenging long-held perceptions of what modern cruising looks like. At a time when travellers are placing greater scrutiny on how brands operate, the company is betting that purpose-led travel is no longer an expectation but a competitive advantage shaping the future of the cruise industry.
Virgin Voyages COO Michelle Bentubo said: “Five years on and we’re really proud of our achievements. We’ve been shaped by the feedback from our Sailors, First Mates and incredible Crew, making us show up better for our people, communities and environment. I’m even more optimistic for the future because the same principles that shaped our beginning; listening, learning, doing the right thing and creating joy for people we serve, will continue to guide our future.”
Delivering the best week of Sailors lives
Virgin Voyages has always been a disruptor. By ditching traditional buffets for signature restaurants, maintaining a strict no kids policy, and replacing the traditional cruise director role with a vibrant Happenings Cast; every aspect of Virgin Voyages is new and transformative.
Historically, ships are not seen as incubators of world-class work when it comes to developing theatre shows. Virgin Voyages is the only cruise brand to successfully take a theatrical production from ship to shore. The partnership with The 7 Fingers led to Duel Reality, which debuted to rave reviews in 2021. The show has been touring globally across the U.S., Canada, Europe and Korea ever since.
It’s experiences like this that draw new Sailors in, with new data showing how they love Virgin Voyages:
● 82 per cent Sailor satisfaction score
● 95 per cent average rating for Crew service
● Repeat Sailor rate of more than 30 per cent
● Approximately 570,000 Sailors cruising over the course of a year
Protect and restore ocean health
Virgin Voyages understands that protecting the ocean is key to its longevity. That’s why its commitment to efficient operations, exploring solutions to help decarbonize and reducing waste are key to its daily operations.
The brand has:
● Installed shore power equipment on 3 of its 4 ships
● Reduced fuel consumption on some itineraries by as much as ten percent by applying a silicone-based hull paint to the bottom of ships
● Met 97 per cent of its water demand through reverse osmosis technology onboard, using water directly from the ocean
● Removed all unnecessary single use plastics from the Sailor experience
● Reduced food waste by eliminating the buffet and making all meals made to order
Being the ship communities love to see in port
Social impact isn’t a side project, it is woven into the daily operations of the brand. Virgin Voyages is committed to ensuring all destinations are treated with respect. This is upheld through building positive relationships with local stakeholders and tour operators, and through the work of the Impact Squad who volunteer their time with local charity groups wherever the ship sails.
How Virgin Voyages showed up in communities:
● Volunteered 11,472 hours across 174 events in 25 countries
● 30 per cent of tour operators met at least one sustainability certification
● Promoted responsible tourism with Port Guides featuring local restaurants and businesses and responsible tourism tips
Ensure working at Virgin Voyages the best gig ever
The Virgin Voyages experience begins behind the scenes with founder Sir Richard Branson’s philosophy that when your people are taken care of, they will, in turn, take care of your customers. Creating a work environment that celebrates individuals and encourages everyone to be their full selves at work is how Virgin Voyages operates and it’s proven daily.
How Virgin Voyages prioritises Crew wellbeing:
● 84 per cent of Crew say they can be themselves at work
● 76 per cent of Crew believe their role contributes to the brand purpose
● 68 per cent of Crew feel personally connected to the brand, not just employed by it
● 36 per cent female Crew members across shipboards position, compared to the industry average of just over 20 per cent
A kind, empathetic, inclusive and curious team is how people feel supported and where true empowerment begins.
As Virgin Voyages continues to grow, the mission stays the same: create unforgettable Sailor experiences while making a positive impact on people, places and oceans.
