Richard Branson's latest vacation attempts to translate the conventional cruise experience for the millennial consumer, marshaling an atmosphere of rebellion and luxury

With the launch of Virgin Voyages, owner Richard Branson is hoping to convince millennials that cruises are cool again. Its maiden ship, the Scarlet Lady, will set sail beginning in early 2020, with trips leaving from Miami for tours of Havana, Cuba; Puerto Plata, Dominican Republic and Costa Maya, Mexico.

The Scarlet Lady was created in partnership with Tom Dixon Studio, Roman and William, Concrete Amsterdam, Softroom and WorkAC, calling on Virgin's relationship to the music industry for inspiration. The design is hip and modern, for a “rebellious luxe” journey designed to cater to millennial obsession with experience. 

“This new luxury is about knowing you are taken care of, that you’re never being nickel and dimed, and what you want, even some of the things you didn’t know you wanted, are already taken care of for you,” said Tom McAlpin, Virgin Voyages' CEO, in a press release.

To best engage millennials and other young travelers, Virgin Voyages makes entertainment a priority. The ship features a rotating lineup of on-board performances and experiences, and every voyage will include a visit to The Beach Club at Bimini in the Bahamas. Branson hopes this update to the conventional cruise will resonate among a new generation of experience-hungry vacationers.

Virgin Voyages

With the launch of Virgin Voyages, owner Richard Branson is hoping to convince millennials that cruises are cool again. Its maiden ship, the Scarlet Lady, will set sail beginning in early 2020, with trips leaving from Miami for tours of Havana, Cuba; Puerto Plata, Dominican Republic and Costa Maya, Mexico.

The Scarlet Lady was created in partnership with Tom Dixon Studio, Roman and William, Concrete Amsterdam, Softroom and WorkAC, calling on Virgin's relationship to the music industry for inspiration. The design is hip and modern, for a “rebellious luxe” journey designed to cater to millennial obsession with experience.