The “sweet spot” age of a prospective Virgin Voyages client may not be what you expect.
Speaking at TTG VV Fest, Virgin Voyages’ virtual event with TTG, which ran from June 24-28, Luke Day, the line’s global training manager, reveals its “sweet spot” demographic is age 35-65, with an average age of 44-47.
The line seeks the “young at heart”, open-minded, sophisticated traveller who “loves casually lux service with personality”.
Despite a belief among some that Virgin Voyages is just for new-to-cruise or millennials, 75% of its clients – or Sailors – have already taken a cruise with another brand and are “looking for something new, different or better-suited”. “There’s still a huge opportunity for your clients to experience the modern romance of sailing,” says Day.
The clientele are adults over 18 (the line is over-18s only), couples/groups or multi-generational families who enjoy visiting new places; new food experiences; having something to look forward to; enjoy sunnier weather and love spending quality time with their partners, friends or family.
Waitrose, easyJet, National Trust, Wagamama and Audi are familiar brands to them.
They like Caribbean holidays, luxury long-haul, boutique hotels and city breaks, premium all-inclusive destinations; and other cruise brands.
Its “most-aligned” prospective Sailors are “modern cruisers” and all-inclusive resort goers, as they have prior experience with similar holiday types and have “bridged the chasm” of embracing holiday packages.
Breaking its demographics down further, Day reveals its target clients are segmented into four pillars:
Top of the sweet spot are modern cruisers aged 30-49; modern cruisers under 30; and all-inclusive resort goers aged 30-49.
Next come the “adjacencies” – modern cruisers aged 50-59; all-inclusive resort goers under 30; and all-inclusive resort goers aged 50-59.
Finally, there’s the “opportunistic” category: modern cruisers 60+; all-inclusive resort goers 60+; and entertainment seekers of all ages.
“One of the main reasons people come back time and again is our always included luxury,” continues Day. “Think of Virgin Voyages as full-board but you pay for alcohol.
“There’s over £1,000 worth of included luxury,” adds Gemma Wilks, business development manager for the south of the UK for Virgin Voyages.
Once a Sailor is onboard, they’ll only pay for “non-essential” drinks (tea, filter coffee and soda is included). “They know exactly what they’re getting for their money”.
There are no buffets onboard Virgin Voyages ships, with the food cooked fresh to order. Meanwhile there are six speciality dining restaurants of 20, at no extra charge.
“We pay our crew well enough that Sailors don’t have to,” adds Wilks, alluding to the fact tips are included, with Day adding that the onboard crew consistently achieve a customer satisfaction score above 90%: “People aren’t motivated by the money but the vibe.”
And “while some lines charge $15-$45 dollars per device per day for WiFi”, Virgin Voyages does not.
Group fitness classes and shows and entertainment are also included.
Virgin Voyages is for over-18s only.
“This means our spaces are curated with adults in mind and are not multi-purpose with kids areas,” explains Day. “We do see multi-generational groups, but the unit is grown up.”
In summary, Virgin Voyages suggests thinking on the question “Do you have clients that…”
“It’s your award-winning boutique hotel that comes with you, and you only have to unpack once,” says Day, adding that Virgin Voyages offers a welcoming environment for all adults.
For more information on Virgin Voyages, why not visit our virtual Selling Guide?
Agents can register and watch TTG VV Fest back on demand until 12 July,
or on ttgmedia.com thereafter.
Travelmax media and marketing coordinator, Savannah Bracewell, was interviewed by Day about her experiences selling Virgin Voyages. Here are some of her top tips.