Virgin Voyages has introduced Rovey — the brand’s first AI Crew assistant and the first expression of a long-term AI initiative built with Google Cloud.
Built with Gemini Enterprise Agent Platform, Gemini models and BigQuery, Rovey navigates the many variables that shape a cruise decision, where itinerary, timing, destination mix and onboard experiences all intersect.
Instead of starting from a blank slate or navigating dozens of itineraries manually, First Mates can rely on Rovey to make human-like recommendations based on a client’s travel style, timing and preferences.
That means more meaningful client interactions and greater confidence in the experiences advisors propose. This was a role that traditionally required a phone call to Sailor Services — now it gives First Mates a powerful new tool to refine recommendations for their clients in real time.
For advisors, Virgin Voyages is a product that tends to sell itself once a client experiences it. The challenge has always been getting them to that first booking, because the pre-sail research journey is genuinely complex and asks a lot of everyone in the conversation.
Rovey changes that dynamic. When a client arrives at their First Mate having already worked through itinerary options, cabin categories and Shore Things with Rovey, the advisor conversation starts somewhere different — where relationship, instinct and expertise actually determine whether a booking closes and whether a Sailor comes back.
Nirmal Saverimuttu, CEO of Virgin Voyages, explained: “We sail to more than 150 destinations, with 60+ itineraries on sale more than two years out. It’s a complex decision, and it matters. Our advisors care about getting it right for their clients. Rovey helps with that. It brings the most relevant options into focus and makes it easier to tailor recommendations for clients. That’s always our goal with AI: to free up processes in favor of human-to-human connections.”
Nathan Rosenberg, Chief Brand Experience, Marketing and Momentum Officer at Virgin Voyages, observed that: “The best First Mates we work with spend their time building relationships, not answering the same foundational questions every week. When a Sailor arrives having already worked through the basics, the conversation becomes about the person and less about the itinerary. That is where trust is built. That is what drives a Sailor to rebook and to send their friends. Rovey shows up first so the First Mate can finish strongest.”
Project Ruby developed with en Google Cloud providing the underlying AI-optimized infrastructure and model capabilities, while Virgin Voyages brings structured data, behavioral insight and domain expertise from one of travel’s most complex booking environments.
Together, the teams designed Rovey to operate as a decision-support system capable of guiding advisors and Sailors through a high-consideration purchase with context-aware recommendations.
Sam Sebastian, VP, North America Regions, Google Cloud, said: “We are excited to collaborate with Virgin Voyages and leverage Google Cloud’s leading AI technology to enhance the cruise booking process. By powering Rovey with our AI tools, Virgin Voyages is able to mitigate booking friction, deliver personalized travel recommendations at scale, and build deeper, more valuable connections with Sailors.”
First Mates can soon direct Sailors to Rovey via VirginVoyages.com for first-level planning support. Additional Project Ruby resources and guidance for First Mates will also be available via www.FirstMates.com.
Project Ruby is a multi-year initiative with seven expressions planned across the full Sailor experience. Future releases will continue to deepen the tools available to the First Mate community at every stage of a client’s voyage.
