Arriving in Akureyri for the first time yesterday, the visit kicks off the brand’s entry into the Nordic region, with upcoming stops in Ísafjörður and an overnight in Reykjavik.
This debut call signals the success of Virgin Voyages’ broader destination strategy and its appeal among adult travelers seeking new regions with more immersive itineraries.
“Scarlet Lady was the ship that started it all and she’s still setting the pace,” said Nirmal Saverimuttu, CEO of Virgin Voyages.
“Her arrival in Iceland reflects growing global demand for our unapologetic approach to ocean-going vacations.”
While Scarlet Lady calls on Iceland, Brilliant Lady – Virgin Voyages’ fourth ship – has just completed final updates in Palermo.
She’s now sailing toward the UK and Lisbon for a series of first-look on-board events before her MerMaiden Voyage from New York City on September 3.
Her coast-to-coast inaugural season spans four U.S. markets including New York, Miami, Los Angeles and Seattle, underscoring the company’s growth strategy and growing investment in the North American market.
Brilliant Lady will also sail to Alaska in 2026, marking Virgin Voyages’ first foray into that region.
“With each new ship, we’re listening more and refining faster,” said Michelle Bentubo, Virgin Voyages’ Chief Operations Officer. “Brilliant Lady’s North American tour is a milestone, not just in scale, but in how we continue evolving the Sailor experience.”
In response to rising interest in longer escapes, the brand has also introduced fresh seven-night Caribbean itineraries from Miami, complementing its popular Mediterranean and repositioning voyages.
Paired with the design-forward appeal of its fleet and sophisticated offerings, modern travelers are flocking to Virgin’s seafaring vacations.
“There’s a strong appetite for grown-up experiences that feel effortless, immersive and fun,” Ms Bentubo added.
“Our Sailors want more time to relax and more space to explore, and we’re delivering that across every part of our offering, from itineraries to on-board design.”
In preparation for her official launch date, Brilliant Lady is currently hosting a four-day cultural experience at sea for Crew called The Virgin Way.
This initiative is rooted in Richard Branson’s people-first philosophy. Designed to foster deeper connection, creativity and culture, the program puts Virgin’s commitment to its Crew at the center of the Sailor experience.
“Our Crew are the foundation of everything we do. The Virgin Way brings it back to our brand roots, ensuring our Crew feel equipped to provide exceptional service built on authenticity,” Mr Saverimuttu added.
“As Richard always says, ‘When you take care of your people, they can take even better care of your customers.’”
