Virgin Voyages is heading north bringing its signature flair and adults-only sophistication to the icy wilderness of Alaska.
With Brilliant Lady set to explore the region from May through September, travel advisors can now offer clients an entirely new way to experience the Last Frontier: one that’s indulgent, immersive, and unmistakably Virgin.
A Fresh Take on the Great North
In true Virgin fashion, this is no ordinary cruise season. While most lines race through Alaska’s ports on packed itineraries with plenty of extras added along the way, Virgin Voyages has reimagined the experience. Every sailing is crafted for balance, more time ashore, fewer crowds, and a calm pace that lets the destination shine.
Sailors will enjoy late stays in ports like Juneau, with departures as late as 8PM, meaning no rushed excursions or cut-short evenings. The brand’s hallmark all-inclusive value, over US$1,000 worth of inclusions covering WiFi, fitness classes, entertainment, dining across 20+ eateries and essential beverages ensures that the journey feels indulgent but effortless.
And of course, it’s 100% kid-free. No kids, no compromises, no stuffy formality, just a sophisticated, modern atmosphere that’s perfect for couples, friends, and solo travellers looking to explore Alaska their way.
More Alaska, Less Rushing
Virgin’s Alaskan programme is anchored by Brilliant Lady, hosting 2,770 Sailors across 17 decks. The itineraries span 7 to 12 nights, sailing from both Seattle and Vancouver, and include 16 voyages through September 2026.
The hero journey, Alaskan Glacier Blues & Coastal Views, offers a roundtrip from Seattle through the Inside Passage, with scenic glacier cruising and stops in Ketchikan, Sitka, and Prince Rupert, BC.
Each itinerary has been built around the idea of unhurried exploration. Days at sea are designed for scenic cruising, such as drifting through Tracy Arm Fjord, where sheer cliffs rise above the turquoise water and the twin Sawyer Glaciers calve dramatically into the sea.
On other sailings, guests will encounter the mighty Hubbard Glacier, North America’s largest tidewater glacier and one of the most active.
Beyond the Typical Ports
Virgin Voyages goes deeper into Alaska’s cultural and natural heart, introducing guests to destinations often skipped by mainstream lines. Prince Rupert offers a dose of small-town Canadian charm with rugged coastal scenery and wildlife encounters; Sitka blends Russian history with Tlingit heritage; and Icy Strait Point, owned by the local Indigenous community, provides authentic experiences in whale watching, nature, and storytelling.
To complement these ports, Virgin has introduced more than 250 “Shore Things” excursions, designed for smaller groups and adults. Guests can choose from glacier hikes, bear spotting, kayaking, or cultural immersions led by Indigenous guides, all with Virgin’s signature touch of exclusivity and local connection.
Life Onboard: Luxe, Lively, and Grown-Up
Back on board Brilliant Lady, Sailors can indulge in what’s consistently been called the best dining at sea. There are no buffets or main dining halls — just made-to-order menus across more than 20 restaurants curated by Michelin-starred chefs. From the experimental Test Kitchen and bold flavours of Pink Agave to Rojo, a Brilliant Lady exclusive, dining becomes a highlight rather than a formality.
Entertainment is equally fresh. Virgin’s festival-style programming brings together immersive theatre, live music, contemporary dance, comedy, and late-night happenings, a grown-up, creative energy that reflects the brand’s roots. And for those who like to toast to adventure, the Bar Tab Bonus program gives guests up to $250 extra credit when pre-purchasing their bar spend.
A Brilliant Opportunity for the Trade
For Australian travel advisors, Virgin Voyages’ entry into Alaska presents an exciting, high-yield opportunity. Advisors earn 16% commission on voyage fares and prepaid gratuities, with no NCFs and 10% on pre-voyage sales, a refreshing model that ensures fair earnings and repeat clients.
With its strong brand recognition in the Australian market, inclusive pricing, and adults-only positioning, Brilliant Lady’s Alaska season is perfectly placed to attract travellers seeking a luxurious yet adventurous escape. As Virgin puts it:
“Lead with Virgin’s difference – kid-free, inclusive, unique. Show your Sailors why Alaska is Brilliant with Virgin.”
For clients who crave the wilderness but expect a touch of indulgence, and for advisors who want a premium product that practically sells itself, Virgin Voyages’ Alaska season promises to be the coolest opportunity of the year.
