Virgin Voyages has completed its biggest UK and Ireland trade activation to date, welcoming more than 1,200 First Mates (travel agents) onboard Valiant Lady this summer.
All details correct at time of publication (14 September 2026)
The ‘Valiant Lady UK Summer Tour 2026’ took place throughout August, calling at Dublin, Glasgow, Liverpool, Belfast, Edinburgh and Portsmouth (twice). It marked the highest number of ports and ship visits Virgin Voyages has included in a single UK and Ireland trade initiative.
Feedback from the tour showed 94% of attendees rated the overall experience a four or five out of five, with Belfast and Glasgow each reaching 96%. Onboard service scored 94%, and food scored 90%.
Agents were asked, “How confident are you in selling Virgin Voyages?” both before and after the visits; the results show overall confidence rising from 57% to 91% – a 34-percentage-point uplift.
At each event, agents took part in ship tours, hands-on product experiences, and hosted dining and entertainment showcases. In total, 79% of the First Mates who attended were new to selling the Virgin Voyages brand.
SJ Walker, UK Director of Sales at Virgin Voyages, said: “These results show why ship visits matter. We always talk up our kid-free positioning, buffet-free all-included dining and boutique hotel design, but stepping onboard makes that difference feel tangible.
“First Mates left with a clearer sense of who Virgin Voyages is for and with the confidence to sell this brand. I’m incredibly proud of our sales team and onboard Crew, who worked around a busy live operation to create seven memorable events.”
The visits followed Valiant Lady’s two-week dry dock and gave agents first-hand experience of the ship’s latest enhancements. Additions include Ariya by Razzle Dazzle, a new modern Indian restaurant; refreshed social spaces including The Roundabout, The Manor, On the Rocks, Grounds Club Too and The Athletic Club; as well as more than 20 events, or “Happenings”.
First Mates can access resources, training and booking tools through Seacademy at sellvv.co.uk.
