No longer for the oldies: why cruises like Virgin Voyages are changing the way Millennials travel
Millennial travellers are cruising to save money on expensive airfares and hotels, and the ships are adapting.
Millennial travellers are cruising to save money on expensive airfares and hotels, and the ships are adapting.
I never thought I’d admit this, but I absolutely love cruises. Just a few years ago, I told my mum I would never, ever join her on one. The thought of low-grade buffet food, packed coach excursions, and being trapped in a space with thousands of, dare I say, ‘basic-interest’ travellers, was my idea of hell. But then the pandemic had other ideas.
Tired of flight cancellations and Covid-testing requirements, plus all the costs associated with them, I tried Virgin Voyages’ Scarlet Lady in 2021. This was Mr. Branson’s first foray into the cruise market, designed to lure Millennials with sexy cabins, hot ticket shows that you’d actually pay to see, and wellness programmes good enough for J-Lo. But I was still dubious, right up until we stepped on board. Minutes later, I was standing at the ship’s gelato stand ‘Lick Me Till Ice Cream’ literally screaming: OMG! And wait, I don’t have to pay a tenner for this stack of homemade ice cream? What!?!
The next few days were a blur of cocktail classes, immersive theatre, afternoon tea, and randomly, bungee workouts. Not what I had envisioned at all. The clientele was mixed, some traditional, but a significant portion were people my age having a roaring time—on the deck, in the nightclub, and on the beach.
There’s plenty more where that came from too: Virgin Voyages will add 19 new destinations and 27 new itineraries through April 2025, including Resilient Lady Greek Island Glow, a jaunt across the notoriously expensive islands of Santorini and Mykonos. Except you won’t blow a hole through your account—simply eat, drink, party, and sleep in one fun-time cruise ship package.
In 2023, I desperately wanted to knock safari off my bucket list. CroisiEurope was offering a four-country safari cruise aboard their African Dream. It was the perfect itinerary, stopping in South Africa, Botswana, Namibia, and Zimbabwe. Completely different from my first giant cruise experience, and much to my delight, we didn’t spend much time on the water at all. The trip blended safari lodges, land expeditions, and local village walks, with overnights on a riverboat that we shared with just five other guests. No crowds, no buffets, no tour buses, and more adventure than I could handle.
I’ve thrown down an extortionate amount visiting the romantic destination of Venice in the past. I mean, a boutique hotel, plus three meals a day and excursions easily add up to thousands. By contrast, the Uniworld has a Venice & The Jewels of Veneto itinerary where prices start at $3,299 (£2635) per person, all-in, for eight days. The S.S. La Venezia is one of the most beautiful ships I’ve seen, carrying a design influenced by the esteemed local Venetian design house, House of Fortuny. It’s next on my list.
My goal is to take more cruises to see Earth’s great wonders. In April, we boarded a Windstar yacht in Lisbon and then docked in Madeira, Tenerife, Lanzarote, and Gran Canaria. I think of this eight-night trip as five or six holidays in one. Cruising is certainly a way to make your country count balloon. I’m really pleased to see sustainability efforts on more and more cruises nowadays: not a single plastic bottle in sight on the last three I went on.
I will say that not all cruises are as fabulous as Virgin Voyages and CroisiEurope. Some of them don’t quite have the adventure or the food nailed down. Some of them charge extra for Wi-Fi and hefty service charge fees. I’ve learned to select carefully. Virgin definitely set a bar.
Even Mum’s been impressed with how ships have evolved; she’s been going on the tired oldies for years, but they’ve gotten much better, she says. In January, we went on our first sail together (someone was ever so smug that I eventually caved in) aboard the mahoosive Royal Caribbean Icon of the Seas. We dined and had such a laugh that I wondered why I hadn’t joined her before.
Sitting at a swim-up bar one afternoon, Mum looked around and beamed, “Cruises have changed so massively I don’t recognize them anymore. Ones like these, like Virgin Voyages, make me feel 40 again.” Then it dawned on me: the Millennials aren’t holidaying with retirees anymore; they’re holidaying with us now.
But wait, there’s more…
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