-300x0.jpg)
Virgin Voyages has launched a new unified groups programme, replacing its previous multi-pronged approach, as part of its ‘Brilliant for You’ trade commitment.
Live now, the programme has been designed to provide a simpler process for First Mates (travel agents) to manage group bookings.
Simple to hold. Easy to sell. Built to earn.
The new programme allows First Mates to hold up to 75 cabins with no deposit required, split across two distinctions: a Small Group of eight to 16 cabins with a 120-day recall period, or a Large Group of 17 to 75 cabins with a 150-day recall period.
Fares and promotions are locked from the moment the group is created. Sailors (guests) can snag a Group Bar Tab per cabin that scales with voyage length ($50, $100, or $200 depending on nights), and First Mates choose how they earn: one free cabin for every 16 sold, or 2% additional commission.
Group dining concierge is also offered, marking a significant enhancement to the previous programme, which included one dining moment in a single restaurant. The updated offer now includes up to three reserved dinners across all signature restaurants, based on voyage length and availability.
Groups launch offer for First Mates
To celebrate the launch of the new programme, new groups created before June 30, 2026, can earn either one complimentary cabin for every 12 cabins booked – reduced from the standard 16-cabin threshold – or the additional 2% commission. The offer is available on all voyages with available group inventory.
John Lovell, Board Member and Senior Advisor at Virgin Voyages, said: “‘Brilliant For You’ has to mean something in every part of how we work with First Mates, not just the commission rate. This new programme offers a simpler structure, meaningful earning opportunities and the flexibility to use it as a genuine business-building tool. That’s what First Mates have been asking for.”
SJ Walker, UK Director of Sales at Virgin Voyages, said: “This new programme delivers the simplicity, flexibility and earning potential that group organisers need. The ability to hold cabins without deposits, lock in pricing from day one and choose between enhanced commission or free cabin rewards gives agents greater confidence to grow their business. Combined with clear tier structures and an attractive launch incentive, this programme demonstrates our genuine commitment to supporting First Mates and driving group sales success.”
More details and FAQs are available in Canto or through any of Virgin Voyages Sales Crew. To book, contact a First Mate or visit www.FirstMates.com.
