Virgin Wraps Up First Mate Appreciation Month

(Press Release) MIAMI, FL – June 16, 2025 – Virgin Voyages has wrapped its most expansive and high-energy First Mate Appreciation Month to date, capping off a 17-city roadshow with a dazzling grand finale in Los Angeles featuring a surprise appearance by Sir Richard Branson. With more than 1,000 travel advisors – known as First Mates – attending events across North America, the fifth annual celebration underscored the cruise line’s deep commitment to the advisor community that has been instrumental in fueling its momentum since launch.

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From Miami and Toronto to Seattle and Chicago, each roadshow stop offered a high-touch experience designed to celebrate, engage and equip advisors with insider access to what’s coming next for the award-winning brand. The Los Angeles finale delivered Virgin Voyages’ signature flair, from a Champagne-soaked entrance by Branson, who gleefully doused CEO Nirmal Saverimuttu and CMO Nathan Rosenberg in Moët, to a live acoustic performance of the Scarlet Night anthem by Abi the Hostess. Advisors were treated to exclusive updates on Brilliant Lady – the brand’s fourth ship – and a sneak peek at the new experiences and design touches that promise to make it the most elevated Lady Ship yet.
 
Branson also made a surprise appearance earlier in the month at the Travel Leaders Network EDGE conference in Las Vegas, delighting attendees with an impromptu visit that further showcased Virgin Voyages’ commitment to celebrating and connecting with its First Mates wherever they are.
 
The month also featured the inaugural Ultimate First Mate Appreciation Voyage — a dedicated sailing that gave advisors the chance to sail and bring a client on-board. During the voyage, First Mates connected with Virgin Voyages’ senior leadership team, experienced the product firsthand and networked with fellow advisors, creating unforgettable memories and valuable business insights.
 
Beyond the celebration, the results speak volumes. Post-event surveys revealed that 96% of attendees believe the roadshow will directly boost their sales, while 85% reported immediate booking intent following the events. Confidence in selling Virgin Voyages increased from 74% to 95%, and the brand saw a surge in First Mate sign-ups, adding hundreds of new advisors to its growing distribution network.
 
Notably, advisor confidence in selling Brilliant Lady spiked after gaining early access to her exclusive features – including the announcement of seven brand-new shows debuting on board. Advisors also welcomed news that longer itineraries – a top request from both First Mates and Sailors – are now being added to the brand’s offerings, a move expected to open up even more selling opportunities for new and returning guests alike.
 
“This month has shown us what happens when you invest meaningfully in your community,” said Nirmal Saverimuttu, CEO of Virgin Voyages. “Our First Mates are more than just partners in sales. With 95% feeling more confident in selling our brand, they are creating momentum and market reach. We’re here because of our advisors, and we’ll keep growing with them by our side.”
 
Launched in 2021, First Mate Appreciation Month has grown each year into a cornerstone of Virgin Voyages’ sales strategy. This year’s edition was the biggest yet, both in scale and impact. Events were standing-room-only in multiple cities, with new advisors joining the First Mate network at every stop.
 
To further fuel that momentum, Virgin Voyages relaunched its popular “Sell Three, Sail Free…ish” incentive, running through June 30, 2025. Advisors earn an entry to win a free voyage for every three new bookings, with new-to-Virgin sellers earning double entries. Bookings made within 14 days of an event also unlock a $50 Bar Tab per cabin for clients, a compelling value-add that’s already driving sales.
 
“First Mates are at the core of our go-to-market strategy,” said Nathan Rosenberg, Chief Marketing Officer. “From day one, we knew that building something truly different meant building it with our First Mates. This roadshow was our way of saying thank you – but also of saying: the best is still to come.”
 
These incentives, combined with the emotionally resonant experience of the roadshow itself, created a groundswell of energy and enthusiasm among First Mates. From the epic welcome moments to the exclusive content, the events gave advisors powerful new tools, confidence and connections to elevate their business.
 
This level of advisor engagement reflects not only Virgin Voyages’ rising profile, but the broader momentum building across the cruise industry. As demand for sea-based vacations continues to rebound and diversify, First Mates are playing an essential role in reintroducing sailing to new-to-cruise audiences and converting interest into action. Virgin Voyages is uniquely positioned at the intersection of this growth, offering a modern, adult-only alternative that’s helping reshape perceptions of what cruising can be.
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Saverimuttu added, “This isn’t just a thank-you tour; It’s about the energy, the connections, the inspiration. Our First Mates showed up in full force, and we showed them what it means to be part of the Virgin Voyages family. There’s nothing transactional about this. It’s personal and it’s powerful – a reflection of what we’ve built together and the future we’re shaping, side by side, with the advisors who’ve championed us from day one.”
 
The sentiment was echoed by the advisor community itself. “The LA event and seeing Richard Branson in person gave me the feeling I can sell out an entire ship,” said Bonita Stewart of Archer Travel Service. “I’m still flying high from the experience. Brilliant Lady is a game-changer for my business in Los Angeles.”
 
As Brilliant Lady prepares to join the fleet later this year – sailing alongside Scarlet, Valiant and Resilient Lady – the ship’s debut will continue Virgin Voyages’ bold reimagining of what adult-only vacations at sea can look like. Featuring refined design, elevated dining, transformational wellness and immersive entertainment – all with zero buffets, kids or traditional cruise formalities – the brand has earned its place as one of the most buzzed-about names in the industry.
 
Through First Mate Appreciation Month, Virgin Voyages has once again proven that its investment in travel advisors is more than symbolic – it’s strategic, sustained and at the very heart of its success.
 
For more information on Virgin Voyages and the First Mates program, visit FirstMates.com.