Virgin launch first adults-only cruise ship targeted at millennials

Virgin Voyages have launched their maiden ship today, as the Scarlet Lady arrives in Dover.

Richard Branson’s new cruise company isn’t like the other cruise companies, and are trying to shake the stuffy image of holiday boats with some swanky new features and grab a younger market.

Not too young, though, as it’s adults-only too.

The levels of luxury for passengers – or sailors as Branson calls them – are classified in terms of MegaRockstar, Rockstar, Sea Terrace Cabins, Sea View Cabins, and Insider Cabins.

The RockStar suites don’t just give you better rooms, but also ‘keys’ to certain events, a private lounge, an ‘agent’, and a ‘rider’. Some also have private hot-tubs and makeup artists on hand to make you look rock show ready.

The millennial atmosphere is heightened with an on-ship tattoo parlour and drag queen brunches and mixology classes.


Where you go on the Scarlet Lady really depends on the time you book, as there are options for the Caribbean or the Meditteranean. You can also choose a break based on gigs happening onboard, with Mark Ronson and Diplo already on the bill.

Some of the food options on the boat include a ‘dining lab’ called the Test Kitchen, an Italian called Extra Virgin, and a Korean BBQ restaurant called Gunbae.


In terms of drinks, you’re pretty spoiled for choice with a two-floor nightclub, a champagne bar, a draught house, a social club, and even its own coffee shop. With over 20 bars and restaurants onboard you’re unlikely to go hungry or thirsty.

But it’s the entertainment and activities available that proves just how committed Branson is to pulling in a different market who aren’t your usual cruise crew.


The top decks are pretty much packed with fitness options, from a yoga space to a running track. Wellness reigns supreme on the Scarlet Lady (they actually have something called a Wellbeing Zone), but there’s also an arcade, a record shop, private karaoke rooms, a casino, and a live event space.

Basically floating Shoreditch.


Voyages start from around £625 per passenger for four days, but if you’re looking for a RockStar suite or even a MegaRockstar suite, it’s going to run into the many thousands.

The first bookable trip – known as the Sneak-A-Peek – begins in Miami on 26 March, and lasts for three nights.

Richard Branson said of Scarlet Lady’s big debut: ‘I have dreamed of starting my own cruise line since I was in my 20s and I’m thrilled that moment has arrived.

‘The Scarlet Lady is truly special and we’ve worked with some of the world’s most sought-after designers, artists and architects to craft an extraordinary experience. The benefit of our five decades in business in so many industries is that we can offer a voyage like no other.’

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