Virgin Voyages has seen a sharp rise in Caribbean bookings this year after it refocussed its efforts on boosting business from the UK

Revenue from the UK, which is now the line’s second largest global market, jumped 17 per cent in 2025 compared to 2024, with average selling values rising by 34 per cent over the same period.

The most enticing destination, the line reported, was the Caribbean, which saw a 154 per cent increase in bookings from the UK. Across Europe, Australia and New Zealand, extended Mediterranean sailings and long-haul getaways to the Caribbean have driven record numbers of new-to-cruise travellers.

Moving into 2026, Virgin Voyages will look to continue to mature its global distribution strategy by deepening its strength in the UK and accelerating its expansion across Europe, Australia and New Zealand.

“2025 has been a landmark year of growth across all our international markets,” said SJ Walker, director of UK Sales. “The UK travel trade has truly embraced our brand, and we’ve seen traveller are booking earlier, sailing longer and choosing higher end experiences.”

Virgin Voyages has experienced growth within the European market as well, with revenue increasing 65 per cent year-over-year. To support this expansion, Virgin Voyages has boosted its on-the-ground presence with appointments across its core international markets.

Kelly Green joined the brand as sales manager UK from Hays Travel, bringing experience across the UK trade, including retail, homeworker, and consortia sectors, and Alan Fincham stepped into the role of business development executive for central England, adding sales expertise to support the line’s trade partners.

Meanwhile, Matt Lebbern has been promoted to director of sales, Europe and Australia & New Zealand, Kayleigh Hilton has been promoted to sales manager (Europe) and Ben Soane has advanced to business development executive (Europe).

Last month, Virgin simplified its booking process with a new fare structure, giving guests more flexibility over package options.