Virgin Voyages is dedicating September to the Caribbean, launching a month-long trade initiative aimed at UK travel agents, known as First Mates. The programme, dubbed 'Caribbean by Virgin Voyages', is designed to equip agents with the knowledge and incentives to sell the brand's Caribbean itineraries more effectively.
The initiative includes three virtual training sessions scheduled for 22, 23, and 24 September at 10 am, offering agents a deep dive into the cruise line's Caribbean product. Agents can register through the FirstMates.com portal. In addition, throughout September, First Mates will earn £10 per booking through the First Mate Loot platform—double the usual reward. For select Caribbean voyages of 10 nights or more, the incentive jumps to £50 per booking, a tenfold increase over the standard rate.
Trade focus on Caribbean growth
SJ Walker, UK Director of Sales at Virgin Voyages, emphasised the significance of the Caribbean for the trade. "The Caribbean is a huge opportunity for First Mates and September is all about giving them the knowledge, tools and incentives to go after it," Walker said. She highlighted the flexibility of the voyages, which range from short escapes to longer adventures across the region, complemented by over 200 excursions, wellness options, and year-round departures from Miami.
The trade push coincides with a consumer campaign offering up to £750 in savings and 70% off the second Sailor on new bookings made from 1 September to 2 November 2026. This offer applies to all voyages across the brand's four Lady Ships: Scarlet Lady, Resilient Lady, Valiant Lady, and Brilliant Lady. Agents can find full details on SellVV.co.uk.
Virgin Voyages has been expanding its Caribbean presence, with Miami serving as a key homeport. The cruise line's ships offer a mix of short getaways and extended itineraries, appealing to a wide range of travellers. The new incentives are part of a broader strategy to strengthen agent partnerships and drive bookings in a competitive market.
For agents looking to capitalise on the Caribbean demand, the training sessions and enhanced commissions provide a clear opportunity. The brand's focus on wellness and immersive excursions also aligns with current travel trends, making it easier for agents to sell.
As the cruise industry continues to recover and grow, initiatives like this underscore the importance of trade engagement. Virgin Voyages' investment in agent education and rewards reflects a commitment to supporting its distribution network.
For more on how travel brands are leveraging trade partnerships, see our coverage of ETG's new advertising unit and Great Rail Journeys' luxury collection.
