Virgin Voyages has posted the biggest revenue day in its history, surpassing its previous record set during Black Friday 2025

The results, recorded on 13 August, were driven by demand for the line’s first Scandinavia and Baltics programme, which will see Valiant Lady sail from Amsterdam in summer 2028.

The programme features five new itineraries covering the Scandinavian capitals, the Norwegian fjords or the Arctic Circle. Northern Europe bookings generated more than half of the line’s total revenue for the day, almost two years before the season begins.

Demand was particularly strong for the 11-night Arctic Circle itinerary. The rate of bookings made during August was running 20 per cent ahead of the same period last year before the launch, rising to more than 45 per cent ahead by the end of the launch day.

The result follows a record wave period for Virgin Voyages, which saw the cruise line expanding its support for travel agents, which included access to branded Canva marketing tools and the introduction of Rovey, an AI-powered travel assistant.

Nirmal Saverimuttu, CEO of Virgin Voyages, said: “The best part is seeing more people discover Virgin Voyages, come back, bring their friends and then ask us, ‘where are you taking us next?’

“That tells me we’re building something people really want to be part of. Breaking a record on a random Thursday in August seems odd until you realise all of the momentum we’ve built over the last eight months. It’s pretty incredible, but what excites me most is knowing we’re now the go-to brand for anyone travelling without kids.”

He continued: “The world needs more joy, and I’m incredibly proud that Virgin Voyages gets to create some of that for travellers. To our Sailors [guests] and First Mates [agents] who have believed in us and supported us along the way, thank you.”

The 2028 Northern Europe programme follows a refit of Valiant Lady, which included the introduction of Ariya, a new Indian restaurant, alongside more than 20 new onboard activities and entertainment.