Virgin Voyages is introducing VoyageFair Choices, a new fare model, starting this week. The cruise line says the tiered system was created directly in response to customer feedback and features four primary goals: better price transparency, make fares easier to compare across the industry, offer more flexible and competitive options for different budgets, and to respond to clients’ and travel advisors’ call for more choice.
“Travellers expect clarity and choice from airlines and hotels, and Virgin Voyages is the first to bring that same simplicity and pricing model to cruising,” says Nirmal Saverimuttu, CEO of Virgin Voyages. “This isn’t about gimmicks or fine print. We’re making it easier to book a voyage with confidence while knowing that once you’re onboard, the experience is unmistakably Virgin: elevated and unforgettable.”
The new model introduces three distinct pricing tiers for Sea Terrace and below cabins, each designed to give Sailors greater flexibility in how they book.
- With the Base fare, “Sailors” can choose the most value-driven option. This non-refundable fare introduces a new Basic WiFi tier for one device per Sailor designed for social media, messaging and light browsing. Dining reservations open 15 days before sailing, and while changes to names, cabins or dates aren’t permitted, it’s an ideal choice for Sailors who know their plans and prefer straightforward savings.
- The Essential fare remains closest to what Sailors currently experience. It includes Classic WiFi for one device per Sailor, with social media, messaging, browsing and audio calling. This option includes a 45-day dining reservation window, along with added flexibility to adjust voyage dates using a Future Voyage Credit. Name changes are also allowed for Sailors Two through Four, providing a touch more flexibility.
- For those seeking more perks and freedom, the Premium fare delivers elevated benefits. For the first time, Sea Terrace categories and below will enjoy a 60-day dining reservation window, previously reserved only for suites. Premium also includes Premium WiFi for two devices per Sailor with streaming and video capabilities, an included Bar Tab (drinks credit), and access to a priority support line for pre-voyage booking. This fare is designed for Sailors who want greater convenience, more benefits and maximum flexibility.
For RockStar and Mega RockStar Quarters, VoyageFair Choices brings one important upgrade: dining reservations now open 120 days prior to sailing, giving these Sailors the earliest opportunity to curate their onboard experience. All other elevated inclusions – from Richard’s Rooftop and priority boarding to curated in-room bars, dedicated RockStar Agent service and daily Bar Tabs for Mega RockStars – continue.
Other notables:
Adding transparency by displaying service gratuities as a separate line item at the time of booking. Previously bundled into the fare, these contributions will now be shown clearly so Sailors know exactly how they are applied and reflects the brand’s “ethos of keeping the experience easy, transparent and free of nickel-and-diming.”
The total cost of a voyage does not change, and Sailors may pre-pay at a discounted rate of $20 per Sailor per night or settle onboard at $22 per Sailor per night. Once covered, there are no hidden charges, no surprise gratuities and no tipping expected anywhere onboard. The singular gratuities line item, offered visible upfront, reflects the brand’s commitment to clarity and its ethos of keeping the experience easy, transparent and free of nickel-and-diming.
Virgin senior advisor John Lovell says, “Having spent many years in the travel industry, I’ve seen how quickly traveller expectations are changing. People want more flexibility, more transparency and more control over how they vacation… With VoyageFair Choices, we’re changing how people book. It’s a model built for the modern traveller and another example of Virgin pushing the industry forward.”
The new fare model goes live for all new bookings beginning Oct. 7.
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