COMMERCIAL CONTEXT

Adults Only Appeal.

Today Virgin Voyages appeals to a sizable 24% of the cruising market — made up primarily of the “Couple Getaways” and “Escape with Friends” traveler groups. 24% grows to 36% when we include the 18+ Multi-Gen Family segment.

Within this, “Couples Getaways” present the most valuable portion of the prize — not only do they represent the greatest volume but also the greatest spending power.

Finding Our Light.

We'll use our new brand platform to capitalize on our points of distinction and define a compelling positioning that demonstrates what makes a Voyage a Voyage to our various travel groups – Couples, Friends, and Multi-Gen Families.

We’ve identified 6 key areas for differentiation in the context of our category:

  1. Adults Only

  2. Elevated Experiences

  3. Relaxation / Fun

  4. Destinations

  5. Great Value

  6. Service

Adults Only has the potential to be a lot more than just a “what” we offer — but also a “why” we do the things we do.

Not only is it our core point of differentiation at a brand level — and a popular one at that. It can act as a core driver of differentiation at the experience level as well. “Relaxing” and “Fun” take on very different meanings when understood to be adults-only experiences vs. with kids (yours or other people's).

The other consideration for Adults Only: it broadens our target audience beyond the traditional cruise category, into “adults-only vacationers.” This opens us up to play with a totally new competitor set.

Adults Only Unlocks Unlimited Possibilites

Betty, Cruise Lover, 50’s

“I love that it is Adults Only, it’s a different kind of holiday when no kids are around, it’s a different kind of relaxation you can’t usually get on a cruise.”