Sir Richard Branson Sets Sail: How the Innovative Billionaire is Transforming Travel at Sea

Photo Credit: Virgin Voyages

When Sir Richard Branson launched Virgin Voyages, he didn’t just want to build another cruise line—he wanted to completely reimagine what it means to sail. For decades, the Virgin name has been synonymous with disruption, design, and defiance—shaking up every industry it’s touched, from airlines to music to mobile. With Virgin Voyages, Branson brought that same renegade energy to the high seas, fusing yacht-like sophistication with a boutique hotel aesthetic and the effortless cool of a private members’ club.

Photo Credit: Virgin Voyages

Branson’s personal stamp is everywhere, from the ships’ names—Scarlet Lady, Valiant Lady, Resilient Lady, and Brilliant Lady—to the ethos they embody. The “Lady Ships” nod to Virgin’s British heritage, but everything else about them defies tradition. Exclusively adult (18+), unapologetically design-forward, and indulgently inclusive, each ship feels like a floating boutique resort dreamed up for travelers who refuse to settle for “standard luxury.”

Each voyage is also deeply personal. Branson’s lifelong belief in adventure and authenticity drives the experience: no forced formal nights, no buffets, no mass-produced entertainment. Instead, it’s culinary artistry, immersive theater, and the freedom to live your best life—barefoot on deck or in a velvet banquette at The Manor, the brand’s glimmering nightclub inspired by Branson’s first Virgin music studio.

Photo Credit: Virgin Voyages

Unlike any traditional cruise ship, Virgin Voyages’ vessels were designed by a collective of world-renowned studios—Roman and Williams, Tom Dixon’s Design Research Studio, Concrete Amsterdam, Softroom of London, and more. None had ever worked on a cruise before, and that’s precisely the point.

The result? A ship that feels more Ritz Paris meets Riviera daydream than Caribbean cliché. The silver-grey hull glows like a private yacht; interiors are sultry, cinematic, and filled with unexpected design moments. Richard’s Rooftop—a private terrace exclusive to suite guests—gleams with iridescent accents and sculptural daybeds, hosting daily Moët happy hours beneath the sun. Even the mermaids adorning each ship’s bow are bespoke works of art—modern figureheads representing diversity, strength, and empowerment.

Photo Credit: Virgin Voyages

In terms of what accomodation to book, if a ship can have a penthouse, Virgin’s RockStar Quarters are it. The 78 suites across each vessel are a study in effortless indulgence—spaces that feel part Malibu recording studio, part Milanese loft.

At the top of the pyramid sit the Massive Suites, two per ship, designed for those who prefer their sea views framed by marble, vinyl, and a private hot tub. Each comes with its own music room, guitars, and a record player—a nod to Virgin’s musical roots. The terrace alone is a playground: hammocks, a conversation pit, a stargazing nook, and a dining table designed to double as a stage.

Photo Credit: Virgin Voyages

Every RockStar guest has a personal agent to handle dining and shore reservations, priority embarkation, and access to Richard’s Rooftop. The mini-bar? Try a full cocktail station, with the first round on the house.

Lighting adjusts to the time of day; Peek-a-Boo showers overlook the ocean. Suites like the Seriously Suite and Sweet Aft Suite blur the boundary between inside and out. It’s luxury with attitude—polished but playful, always with a wink.

Photo Credit: Virgin Voyages

Virgin Voyages rewards curiosity. Beyond the glittering social hubs and Instagram-famous entrances (like The Manor’s mirrored hallway), the ships hide secret pleasures for those who know where to look. There’s The Groupie, a private karaoke and gaming lounge dreamed up by Roman Coppola—a modernist riff on Tokyo’s best-kept nightlife secret. Then there’s Voyage Vinyl, a record shop and listening lounge, where collectors can flip through curated albums and limited-edition pressings.

And yes, the whispered rumors are true: hidden among the ship’s labyrinth of lounges lies a speakeasy, a semi-secret cocktail enclave accessible only by invite or insider knowledge. The thrill is in the finding—a nod to Virgin’s irreverent humor and love for insider moments.

Every evening brings something unexpected, from immersive cabaret to avant-garde theater. The Red Room—the world’s first transformational theater at sea—shifts from runway to nightclub to immersive stage, hosting productions by boundary-pushing creators like Randy Weiner (Sleep No More) and Kaleidoscope Immersive. These aren’t cruise shows—they’re experiences you’d expect in New York, London, or Berlin

Photo Credit: Virgin Voyages

Now, the food. Forget the buffet. Forget the assigned seating. Virgin Voyages ripped up the cruise dining playbook and replaced it with over 20 eateries, each helmed by world-class chefs and design firms.

The Wake, designed by Roman and Williams, evokes a mid-century steakhouse with art deco glamour and magnums of Champagne served table-side. Pink Agave, by Tom Dixon, channels Mexico City’s nightlife with mezcal flights and tlayudas under a kaleidoscope of void lighting. The Test Kitchen invites experimentation, serving mystery multi-course menus revealed ingredient by ingredient. Extra Virgin celebrates Italian regionality, while Gunbae brings the fun with tabletop Korean BBQ and soju toasts that turn dinner into an event.

Every dish, every space, every scent is designed to surprise. Even casual dining—like the Galley’s curated food hall or The Dock’s Mediterranean skewers—feels considered and chic.

And then there’s Sip, Virgin’s Champagne lounge, where you can order a $9 glass or a $1,000 vintage bottle. The British eccentricity runs deep—this is where afternoon tea meets caviar service, where the bubbles never stop flowing.

Photo Credit: Virgin Voyages

At the heart of the Virgin Voyages experience is a belief in balance: retox and detox, yin and yang, yoga and espresso martinis. The brand’s “Vitamin Sea” ethos manifests across every deck.

Morning yoga happens on The Perch, a 360-degree sundeck suspended above the ocean. The Runway—a crimson track encircling the ship—offers space for runs, roller-skating, or just a sunset strut. The Redemption Spa is a mermaid-inspired sanctuary by day (mud room, hydrotherapy pool, quartz beds) and a nightclub-like wellness party by night, complete with a DJ and glowing cocktails. There’s also a doctor who can perform on-ship Botox or filler. Yes, you heard that right.

There’s even a tattoo studio on board (Squid Ink), the first ever at sea, celebrating Virgin’s “come as you are” mantra. Crew members are encouraged to be themselves—tattoos, piercings, personality and all. It’s a culture of inclusion that feels as fresh as it does freeing.

Photo Credit: Virgin Voyages

Now, for sustainability. Luxury, in Branson’s world, doesn’t come at the planet’s expense. Virgin Voyages eliminated single-use plastics, installed state-of-the-art efficiency systems, and committed to net-zero carbon emissions by 2050. Everything from the hammocks (handwoven by artisans in Thailand) to the seafood (responsibly sourced) reflects a commitment to community and conservation. Even the lighting and climate in each cabin adjust automatically when Sailors leave, saving energy without thought or effort. It’s eco-luxury that feels effortless—guilt-free indulgence at its sleekest.

Photo Credit: Virgin Voyages

I should mention the actual destinations, too. Our choice: the Greek Island Glow voyage — one of Virgin Voyages’ signature Mediterranean itineraries aboard the Resilient Lady — captures the spirit of the brand perfectly: sophisticated, sensual, and soaked in sunshine. Sailing roundtrip from Athens, the seven-night itinerary threads through some of the most enchanting ports in the Aegean, combining late-night stays, curated excursions, and immersive dining both on and off the ship.

In Santorini, Sailors linger past sunset — not racing back to a curfew, but sipping local Assyrtiko in cliffside wineries as the caldera glows pink. In Rhodes, the medieval old town becomes a labyrinth of discovery, where Virgin’s curated Shore Things excursions reveal artisanal workshops, hidden tavernas, and private beach clubs inaccessible to standard tours. 

Photo Credit: Virgin Voyages

In Bodrum, Sailors can spend the day aboard a Turkish gulet — a hand-carved wooden sailboat — cruising sapphire coves with mezze, raki, and live music. And in Mykonos, the overnight stay transforms the island’s fabled nightlife into your playground, with Virgin’s concierge connecting guests to VIP tables at Scorpios or a quieter sunset ritual at Alemagou. Every port feels personally tailored — an elegant balance of cultural immersion and hedonistic freedom. It’s not just sightseeing; it’s scene-setting.

Photo Credit: Virgin Voyages
Perhaps what truly sets Virgin Voyages apart is its personality: rebellious, refined, and relentlessly fun. The bottom line: it’s the anti-cruise for those who crave connection, creativity, and culture. Where traditional luxury can feel buttoned-up, Virgin’s feels alive—like a Mediterranean evening in full swing or a rooftop afterparty in Miami. It’s the rare blend of sophistication and spontaneity, of freedom and design, of sea and soul.

Richard Branson has always said that Virgin is about “doing things differently.” With Virgin Voyages, he’s created not just a new way to travel—but a new way to feel at sea.

Photo Credit: Virgin Voyages