Virgin Voyages is reporting that it’s seeing record momentum driven by accelerating demand in the adult-only travel sector as Wave Season raches its midpoint.
That demand is translating into one of the brand’s most advisor-friendly Wave seasons to date, supported by enhanced commissions, cash rewards and a suite of limited-time performance incentives.
The adult-only travel market is projected to nearly double from $9.2 billion in 2024 to $18.1 billion by 2033, according to market analysts. For Virgin Voyages, that category growth is already translating into strong commercial performance and growing opportunity for travel advisors.
Virgin Voyages wrapped up 2025 with strong year-over-year gains that underscored rising demand and repeat interest in the brand.
Performance highlights for 2025 include:
- Bookings: Up almost 20% year-over-year
- Revenue: Gross ticket revenue increased almost 30%
- Occupancy: Ships sailed at full commercial load factors
Mid-Wave performance highlights:
- Revenue increased close to 20% year-over-year, reflecting strong mid-Wave momentum
- In January 2026, Virgin Voyages delivered its highest booking month in company history
- Longer itineraries are outperforming forecasts, particularly in the Caribbean, Mediterranean and Northern Europe
- Alaska bookings are up triple digits
- According to Similarweb, traffic to Virgin Voyages surged 98% year-over-year in January, dramatically outpacing the competitive set, which saw average growth of just 10% over the same period
- The US remains the strongest market for the brand
The defining moment of the year came with the debut of Brilliant Lady, completing Virgin Voyages’ four-ship fleet. Her launch with dual inaugural sailings from New York City and Miami closed out a milestone year for the brand and set the stage for expanded itineraries in 2026.
Nirmal Saverimuttu, CEO of Virgin Voyages said, “We’re heading into 2026 and 2027 in the strongest position we’ve ever been in, together with new destinations, experiences that actually move people, and real value for the Sailors you’re bringing us.”
Virgin Voyages’ Wave approach is grounded in its Voyage Fair Choices philosophy, which prioritizes transparent pricing, meaningful inclusions and fewer barriers for both Sailors and advisors. Rather than layering on complexity, the brand has structured its Wave offer to be easy to explain, easy to book and easy to stack.
That clarity has become a defining element of Virgin Voyages’ advisor relationships, reinforcing its position as one of the most advisor-friendly cruise brands in the market.
Virgin Voyages’ Wave offer, available to book now through Feb. 26, gives advisors a compelling value proposition to take to clients during peak booking season:
- 80% off the second Sailor
- Up to $350 in free drinks
- $300 in onboard credit on select itineraries
The offer applies across all voyage types, including high-demand sailings to the Caribbean, Europe, Alaska and Mexico, as well as new West Coast itineraries aboard Brilliant Lady. Booking during Wave allows advisors to secure added value while inventory remains available.
Virgin Voyages is also launching Sell Your Way to Seattle, a booking incentive that rewards First Mates who drive sales on 2026 West Coast and Alaska sailings. During the incentive period, every eligible 2026 West Coast or Alaska sailing booked earns one entry into a prize draw, with no limit on the number of entries First Mates can earn.
One First Mate will win a sailing in Seriously Suite RockStar Quarters aboard the Seattle MerMaiden voyage, turning strong sales performance into a premium Rockstar-level experience.
- Eligible sailings: 2026 West Coast and Alaska voyages
- Booking window: Now – March 31, 2026
As for what’s ahead in 2026, the year will see Virgin Voyages continue to expand its cultural footprint with standout sailings including the Red Hot Sailing Club Voyage featuring Nile Rodgers & CHIC, Eat and Drink month and the return of Comedy Fest in both the US and the UK.
Later this year, Brilliant Lady will make her long-anticipated West Coast debut, sailing from Los Angeles to Mexico and from Seattle to Alaska, opening new opportunities for advisors in markets with strong demand for the brand’s kid-free experience.
As adult-only travel continues to gain momentum, Virgin Voyages is aligning strong consumer demand with fair pricing and advisor incentives during Wave 2026. By concentrating value and rewards early in the year, the brand is giving advisors a clear runway to convert demand into bookings and earnings.
Saverimuttu said that: “Advisors often ask me who the Virgin Voyages customer is, and the answer is simple: it’s anyone traveling without kids. Kid-free travel is a movement. When travel isn’t tied to school calendars, booking patterns shift and Sailors have more flexibility, which drives stronger repeat behavior and steadier demand throughout the year. That sustained momentum is reflected in the awards we’ve earned and the consistently high satisfaction scores across our fleet, and it’s why we’re the undisputed leader in kid-free travel.”
Sail on over to www.FirstMates.com for more.
