Virgin Voyages is entering the heart of Wave season with record momentum. The brand is capitalizing on accelerating demand in the adult-only travel sector, which market analysts expect to grow from $9.2 billion in 2024 to $18.1 billion by 2033. This is largely driven by travelers seeking adult-focused escapes and experiences. While discretionary travel categories face pressure, demand for adult-only cruising continues to accelerate.
Fittingly named the best “Adults Only, At Sea” Cruise Getaway in Good Housekeeping’s 2026 Travel Awards, Virgin Voyages closed 2025 with its strongest year-over-year performance since launch.
This reinforces Virgin Voyages’ continued growth trajectory and reflects a broader shift in how adults are choosing to vacation, prioritizing serenity, cultural immersion and adult-centric amenities over family-oriented travel.
The Adult-Only Travel Shift
Industry analysts point to the rapid rise of adult-only travel as one of the most meaningful shifts shaping the travel landscape. The segment is growing at a 7.8% compound annual growth rate, fueled by several converging forces:
- Changing traveler priorities: Millennials, Gen Xers, and empty nesters are seeking environments that feel relaxed, social, and uninterrupted
- A renewed focus on balance: Dual-income households are prioritizing meaningful leisure time as part of work-life balance, not as an indulgence
- Cultural and demographic shifts: According to recent U.S. Census reporting, women in the United States are having children later than previous generations and extending life stages defined by career growth, travel, and flexible lifestyle choices
- Cultural visibility: Social platforms and influencer content are amplifying demand for adults-only experiences that feel elevated and intentional
Virgin Voyages’ decision to commit to a kid-free experience at launch positioned the brand squarely within this expanding category, aligning product design with evolving traveler expectations.
“We didn’t approach kid-free travel as a short-term trend,” said Nirmal Saverimuttu, CEO of Virgin Voyages. “We built Virgin Voyages around it from day one. As more adults look for space to truly switch off and reconnect, whether that’s with themselves, their partners, or their friends, we’re seeing that what we created genuinely resonates. We’ve helped turn adult-only travel from a niche idea into something people actively seek out, simply by doing it The Virgin Way. That’s why we’re growing faster than the industry, and why our repeat rates are at record levels.”
A Banner Year Signals Category Momentum
Virgin Voyages wrapped up 2025 with strong year-over-year gains that underscored rising demand and repeat interest in the brand. The cruise line’s third consecutive win as Travel + Leisure Best Mega-Ship Ocean Cruise Line punctuated a year of sustained commercial momentum.
2025 performance highlights:
- 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 2025 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 expanded the brand’s reach across North America.
Saverimuttu added, “Brilliant Lady is proof of what happens when you refuse to stand still. Everything we’ve learned since 2021 is built into her DNA, and she’s the sharpest expression yet of what we believe travel should feel like for adults: relaxing, rejuvenating, and joyous. The momentum we’re building right now is real, with new destinations, experiences you won’t find anywhere else, and value that makes it pretty hard to say no. We’re not slowing down. Kid-free travel is not a niche category. It’s a movement. And we are now the go-to brand for anyone traveling without kids.”
Get To Know Virgin Voyages
Promising to create an Epic Sea Change for All, Virgin Voyages is the award-winning, exclusively adult cruise line founded by Sir Richard Branson. Delivering unforgettable, relaxing vacations at sea, Virgin Voyages launched at the end of 2021.
Inspired by superyacht design, the Lady Ships fleet exemplifies an elevated, boutique hotel at sea, featuring contemporary spaces that strike the perfect balance of nautical chic and glamour. Currently departing from the sun-soaked cities of Miami, Barcelona, Athens, and San Juan, the fleet offers more than 60 unique itineraries, sailing to 150+ incredible ports of call.
On board, 20+ eateries feature culinary experiences from Michelin-star chefs; stylish workout spaces and group fitness classes are offered daily; and a festival-like lineup of intimate and larger-than-life shows is on the agenda. Paired with modern, tech-savvy cabins, designer suites fit for a rockstar, and a mermaid-inspired spa and thermal suite, the brand is taking the industry by storm.
For three consecutive years – 2023, 2024, and 2025 – Virgin Voyages won best cruise line in Travel + Leisure’s highly coveted World’s Best Awards for mega-ship ocean cruise line, along with the 2023 and 2024 Condé Nast Traveler’s Readers’ Choice Awards for best large ocean cruise line.
For more information, visit https://www.virginvoyages.com or contact your travel agent.
