Advisors might recall a short YouTube video released by Virgin Voyages in the spring of 2022 titled Virgin Voyages Says No Kids On the Ocean. A melancholy tune plays as several kiddos burst into a montage lamenting their missed opportunity for an adventure at sea; their parents sip poolside cocktails in the background, throwing a wink to the camera. Fun, light-hearted and wildly creative, the video perfectly encapsulates what it’s like to “Sail the Virgin Way.” And it’s that culture and unique vibe that makes the cruise line so special according to John Diorio, vice president of North American sales at Virgin Voyages.
Virgin Voyages is exclusively adult
Why the kid-free approach? “In typical Virgin fashion, we asked ourselves, ‘what is that niche that would allow us to create our own unique identity within the cruise space?’” says Diorio. “There are some great cruise products out there, and we didn’t want to create the same type of product that already exists. We did a lot of research to figure out what customers want, and it came up that there was a need for an adults-only, or as we like to say, ‘exclusively adult,’ cruising experience that catered to everyone.”
As a result, Virgin Voyages has allowed that same exclusively adult concept to guide its creation of an elevated cruising experience. “We didn’t have to worry about which chicken nuggets we were going to serve, it was all about building everything with adults in mind, and when you do that, you can create very unique experiences,” says Diorio. From the cruise line’s meticulously designed onboard spaces and Michelin-chef led eateries to its signature red hammocks and innovative technology like Shake for Champagne — a feature in the Virgin Voyages app where Sailors can shake the app anywhere on the ship and be met with a chilled bottle of champagne and two champagne flutes in 15 minutes —, all of these things set the cruise line apart from other ships on the water.
“As adults we need our own break,” says Diorio. “This is a vacation, not a trip with your kids or someone else’s kids. I think this, coupled with the value propositions that we include in the Voyage Fare, creates a better experience.”
John’s top three tips for selling Virgin Voyages
Whether you’re a seasoned pro or new to selling cruises, there are a few things that you can do to increase your bookings with Virgin Voyages. “First and foremost, to really engage and sell our product, advisors have to go through our Seacademy learning platform,” says Diorio. An award-winning online learning platform, Seacademy is where First Mates (advisors who are registered with the brand) can learn everything about selling Virgin Voyages while earning exciting rewards in the process.
“Tip number two is getting on board the ship,” says Diorio. “People need to see the difference in the style and the vibe of what it’s like to sail.” Luckily for advisors and First Mates, there are many ways to do so. In fact, Virgin Voyages has given away over 8,000 free cruises since the beginning of 2022, and First Mates are eligible for First Mate Rates where they can sail with Virgin Voyages for $100 per person, per day.
“Third, look at the reviews on TripAdvisor and on Cruise Critic,” says Diorio. “These reviews are real Sailors talking about their experience with us. You can look at what social media says, but you get a lot of stuff on social media. So, if you really want to know the source of truth, I recommend reading the reviews.”
Finding the right client
“I always tell advisors if you have customers who love great food, you’ve got our client. If you have customers who want to sail without any kids around, you have our clients. If you have customers who want a Rockstar experience and service, you have our clients,” says Diorio. “If you check those boxes for your customer, then you have a Virgin Voyages customer.”
What’s in John’s carry-on?
“I travel so much, and it’s always work-related so I’m trying to put myself in the mindset of being in vacation mode. The one thing I can’t travel without is my running shoes. Even when I’m on vacation, I want to have a great workout experience, so I never go anywhere without my music and my sneakers.”
Originally appeared in the fall 2022 issue of The Compass magazine.
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