Virgin Voyages’ marketing boss Nathan Rosenberg is on Sir Richard Branson’s Necker Island as I dial in for our exclusive chat about the recently revamped Valiant Lady. It’s not your typical interview, as he talks and walks me around the island. But then, Virgin Voyages isn’t your typical cruise line.
Since it’s nighttime, visibility isn’t great, but there seems to be a bit of a party going on (actually, it’s the end of a long day at a business leaders’ retreat). But does Virgin ever need an excuse for a celebration?
At one point, even Sir Richard himself jumps onto the call.
“I’m completely and utterly unbiased,” Branson tells me, tongue firmly in cheek. “But all I can say is that they’ve created the best company in the whole world. It’s got nothing to do with me.”
The cameo lasts only moments, but it reinforces two things: one) Virgin walks the walk when it comes to fun; and two) expect the unexpected with Virgin Voyages. That same philosophy is now shaping the future of the cruise line.
Aussie return?
While Rosenberg is understandably keen to show off Valiant Lady’s extensive makeover, he also knows the question many Australians – and travel advisors – really want answered: when is Virgin Voyages coming back to local waters?
For now, the answer remains (a little frustratingly) a definite maybe.
“We would go to Australia in a second,” Rosenberg, an Aussie, tells me.
“The reality is sailing through the Suez Canal in that region is too unreliable.”
That desire follows Virgin Voyages’ first (and only) Australian season a couple of years ago, which generated strong interest from local cruisers and travel advisors alike.
But while the appetite seems to still exist – Australia is the cruise line’s third biggest market – deployment decisions are still being worked through.
“We have not decided our deployment on the other two ships that are regionally located,” says Rosenberg.
“To be honest with you, Brilliant Lady would be the most likely candidate to go to Australia.”
But with the cruise line already confirming itineraries through to early 2028, a return wouldn’t occur anytime soon.
So for now, Australians will need to travel to experience Virgin’s newest ship enhancements, which Nathan says represent years of learning across the fleet.
“We learned a lot obviously from people going on Scarlet Lady, the first run on Valiant Lady, and then through Resilient and Brilliant,” he explains.
“What we really focused on [with] Valiant was all the stuff we learned that we applied to Brilliant Lady.”
What’s new?
The biggest changes aboard Valiant are designed around openness and connection.
“What’s exciting about it is in the core deck areas, trying to make sure people stay connected to the ocean and really opening up the sight lines,” Rosenberg states.
Virgin also doubled down on one of the brand’s strongest assets.
“We are finding that music is such a core part of the brand.”
That thinking has transformed decks six and seven into entertainment-focused spaces, with live music, social venues and ocean views taking centre stage.
“We have really great live music every single night.”
For Australians, Rosenberg believes those changes will resonate immediately.
“The great thing about Australia is… we are effectively some of the most social people in the world.”
“The thing that I think Australians will love about it is the celebration of food – because Australia has great food; the celebration of good coffee – because we have great coffee on board.”
He also points to Virgin’s emphasis on spontaneous social moments.
“Think about like the 5pm stopping work, going to the pub moment,” Rosenberg remarks.
Those experiences are intentionally woven throughout the ship.
“We’ve got those pop up moments on the ship to give people great surprises.” There’s that Virgin element of surprise again.
Of course, dining and wining remains another major focus.
Rosenberg is particularly proud of the introduction of Ariya, a new Indian restaurant inspired by Branson’s family heritage.
“The most exciting thing, and the thing that I’m completely proud of our entire team about, is the launch of Ariya Restaurant,” he explains.
The venue was inspired by Branson’s great-grandmother Arya and developed alongside celebrity chef Maneet Chauhan.
For Nathan, however, the emotional response from crew members mattered most.
“The most exciting part about that… to be really honest with you, was the way that our 300 Indian crew on board emotionally responded to the idea that we were celebrating their heritage, their culture, their cuisine.”
Passengers appear to agree.
“It is the highest scoring restaurant we have at sea in the last two weeks that we’ve been operating.”
For Rosenberg, the redesign is ultimately about creating a feeling rather than a list of features.
“The minute you step onto the ship, you should immediately feel your shoulders drop,” he states.
“You brought your luggage on board, but you can leave your baggage behind.”
Aussie inspiration (and surprise destination?)
Interestingly, Australians have also played a significant role in shaping Virgin Voyages’ direction.
“Our CEO is Australian, I’m Australian, one of our lead designers is Australian, our head of growth is Australian,” Rosenberg says, proudly.
And that influence extends well beyond menus and décor.
“Without a doubt,” Nathan says when asked whether Aussie leadership informs decision-making.
“Australia does have some of the best experiences in the world when it comes to hospitality. It’s the level of service, which is much more about ‘we are approachable, we are connected’.”
The result is a cruise experience built around inclusivity rather than hierarchy.
“Our captains don’t wear stripes, for example, we don’t celebrate hierarchy or authority,” Rosenberg states.
As for where Australians are travelling, the Miami-based Aussie says some trends have surprised him.
“What I’m most surprised about is… Australians have a love affair with the Mediterranean [but] I have been completely blown away with the trend towards Alaska,” he notes.
“The percentage of Australians in Alaska cruises is double what we normally get in the Caribbean.”
Aussie demand for Virgin’s Mediterranean itineraries, however, remains robust.
“Our itineraries that run out of Athens, are sold out. About 20% of our sailors on those itineraries are Australian,” Rosenberg says.
More ships?
Looking further ahead, Virgin Voyages’ growth ambitions remain intact.
“We are absolutely at some stage going to work on a second series of ships. There’s no doubt,” Rosenberg remarks.
Hopefully, before then, however, we’ll see Virgin sailing in local waters again.
“I don’t think it’ll be an announcement this year,” Nathan says. But the Australian promises “it’s on the list”.
“Trust me, I’m pushing for it, because Mum and Dad have told me to go get the ship back down there.”
Partying with Sir Richard in the Caribbean with his parents in mind.
