Virgin Voyages has introduced Rovey – the brand’s first AI crew assistant and the first deliverable of Project Ruby, Virgin Voyages’ long-term AI initiative built with Google Cloud. The announcement was made at Google Cloud Next in Las Vegas earlier this week.
*All details correct at time of publish (23 April 2026)
Built with Google Cloud, Rovey is an AI travel-planning assistant for travel agents. It navigates the decisions that shape a cruise booking, where itinerary, timing, destination mix and onboard experiences all intersect.
Instead of starting from a blank slate or navigating multiple itineraries manually, First Mates (agents) can rely on Rovey to make human-like recommendations based on a sailor’s (guest’s) travel style, timing and preferences.
This was a role that traditionally required a phone call to guest services – now it gives First Mates a new tool to refine recommendations for their clients in real time.
Nirmal Saverimuttu, CEO of Virgin Voyages, said: “We sail to more than 150 destinations, with 60+ itineraries on sale more than two years out. It’s a complex decision, and it matters. Our advisors care about getting it right for their clients.
“Rovey helps with that. She brings the most relevant options into focus and makes it easier to tailor recommendations for clients. That’s always our goal with AI: to free up processes in favour of human-to-human connections.”
Nathan Rosenberg, chief brand experience, Marketing and Momentum Officer at Virgin Voyages added: “The best First Mates we work with spend their time building relationships, not answering the same foundational questions every week.
“When a Sailor arrives having already worked through the basics, the conversation becomes about the person and less about the itinerary. That is where trust is built. That is what drives a Sailor to rebook and to send their friends. Rovey shows up first so the First Mate can finish strongest.”
The broader Project Ruby is a platform developed with Google Cloud, which provides the underlying AI infrastructure and model capabilities, while Virgin Voyages brings structured data, behavioural insight and domain expertise from one of travel’s most complex booking environments.
Together, the teams designed Rovey to operate as a decision-support system capable of guiding travel agents and guests through a high-consideration purchase with context-aware recommendations.
Sam Sebastian, VP, North America Regions, Google Cloud said: “We are excited to collaborate with Virgin Voyages and leverage Google Cloud’s leading AI technology to enhance the cruise booking process.
“By powering Rovey with our AI tools, Virgin Voyages is able to mitigate booking friction, deliver personalised travel recommendations at scale, and build deeper, more valuable connections with Sailors.”
First Mates can soon direct Sailors to Rovey via VirginVoyages.com for first-level planning support. Additional Project Ruby resources and guidance for First Mates will also be available via FirstMates.com.
Project Ruby is a multi-year initiative with seven expressions planned across the full Sailor experience. Future releases will continue to improve the tools available to the First Mate community at every stage of a client’s voyage.
Click here for more updates from Travel Pursuit UK!
