Talking to Travel Bulletin at the crest of the cruise line's Wave campaign, business development executive Al Fincham reflected on the "perfect timing" of his first few months in the role, and how questions agents (or 'First Mates') are asking prove that Virgin Voyages is "exactly where we want to be"
While Virgin Voyages' turn-of-year Wave campaign arrived with a splash during Al's third month in the role, it marks almost five years since the cruise line hit the seas for the first time. The timing of those two events, Al believes, "now feels like perfect timing. Five years in, we’ve got real stories to tell - not just big ideas, but genuine proof points.
"So many of our First Mates know the brand now... they’ve seen the momentum build year on year. Conversations feel more confident, more detailed and a lot more fun."
On a personal level, Al has "been blown away by how receptive, friendly and passionate our First Mates have been while I’ve been out on the road.
"The theme with First Mates now is less 'Who are you?', and more 'What’s next?'—exactly where we want to be."
August 2026 will mark the half-decade anniversary of Scarlet Lady's maiden voyage. (Image Credit: Virgin Voyages)
Along with the anniversary and Al settling in, the cruise line gave agents two more limited-time reasons to celebrate: the return of its Bring on Bimini incentive and multiplying its regular rewards sixfold. Al revealed that agents are central to these value adds during Wave: "[Agents] are the hype! First Mates are the people having real conversations with Sailors every single day. If they’re excited, confident and rewarded, that energy carries straight through to bookings."
The return of Bring on Bimini is especially exciting; agents could well see themselves heading aboard with Virgin Voyages' team to the Caribbean. Al hopes the incentive "gives First Mates something tangible to aim for. When I’ve introduced this fantastic incentive in store, the excitement levels go through the roof!
"Six times the usual First Mate ‘Loot’ is our way of saying that we value their efforts. Wave is busy, noisy and competitive, so anything we can do to make selling the brand easier and more rewarding really matters."
All those offers have meant the Wave season so far has "absolutely lived up to expectations—and in some areas, it’s exceeded them.
"What’s been really encouraging is the quality of bookings we’re seeing. Strong Caribbean demand, great new-to-brand Sailors coming through and First Mates booking longer itineraries and future sailings. It feels sustainable—not just a short-term spike. We’re also seeing more First Mates booking the brand than ever before."
And how will that momentum carry the cruise line on throughout 2026? The answer is simple: "Fresh sailings, more late nights, overnights and new entertainment, all while continuing to listen to what Sailors and First Mates are telling us.
"We’re not chasing new things for the sake of it. Instead, we’re focused on making our already strong product even better, and giving First Mates more reasons to come back to the brand with confidence."
That product-centric approach is expected to kick off as early as next month, with winter 2027/28 launching throughout February and March. Al exclusively revealed that the programme will include Caribbean options from Miami and San Juan, an extended Mexican Riviera season from Los Angeles and select Panama Canal departures.
With so much to talk about, what has Al reflected on as the stand-out surprises from his first few months in the role? As is so often the case in travel, "It's, without question, the people. From day one, it’s felt like a brand that genuinely backs its values - not just in marketing, but in how it treats First Mates and Sailors. There’s a real openness to feedback, a willingness to try things differently and a sense that everyone is pulling in the same direction. 
"What has also stood out is the overwhelmingly positive feedback from everyone who has voyaged with us. Virgin Voyages truly is an exceptional brand, and I’m so excited to be part of the journey.
"It’s been fast-paced, exciting and a lot of fun. I feel like I’m only just getting started."
Al Fincham is Virgin Voyages' business development executive for Central England.
