Dear Nirmal Saverimuttu, CEO of Virgin Voyages, and the Virgin Voyages Leadership Team,
I’m writing this letter as both a dedicated First Mate (VV travel agent, for the uninitiated) and a loyal sailor who has spent over 60 nights aboard Virgin Voyages ships across 5 cruises in just two years. My connection to your brand runs deep – I’ve even created YouTube content featuring Virgin Voyages as an excellent option for remote work lifestyles, something I genuinely believed in. And I’m one of just 153 people your Instagram account follows, as I’ve been happily promoting VV to my 15k followers and contributing content for your social team to use.
In short, I love VV and am outspoken about it.
The Promise That Drew Me In
What initially attracted me to Virgin Voyages – and prompted me to become a First Mate – was your clear brand differentiation: the refreshing absence of the nickel-and-diming culture that plagues traditional cruise lines. This commitment was emphasized throughout the First Mate training materials and was the cornerstone of my enthusiasm for promoting your brand.
As a remote worker, Virgin Voyages represented the perfect blend of work and travel. The Deep Blue Extras loyalty program, which provided premium internet for free, made it possible for me to continue my professional obligations while enjoying extended voyages. I’ve conducted countless Zoom meetings from your ships – often from the middle of the Atlantic – finding in Virgin Voyages a way to balance my career with my passion for travel.
A Troubling Shift
The recent changes to your internet pricing model have fundamentally altered this equation. The introduction of your “Work from Sea” tier and subsequent elimination of Zoom capability from premium Internet means I’ll need to use this new top tier Internet plan to retain my ability to work on the two week cruise I’m about to board this weekend.
Furthermore, the absence of an upgrade path from DBE premium internet to the “Work from Sea” package and the requirement to purchase WFS internet for the entire voyage (rather than on a per-day basis) represent a significant departure from your founding principles.
Due to these new policies, for my upcoming 14-day voyage, this change translates to an additional $700 USD – increasing my total voyage cost by approximately 40% (from $1900 to $2600). This is not a minor adjustment but a substantial financial burden that directly contradicts the “no hidden fees” promise that Virgin Voyages has proudly advertised.
Unfortunately, it completely rewrites the value proposition for a remote worker like myself, making it infeasible for me to continue with Virgin after this cruise.
Beyond Just Internet
I understand this is likely not an isolated decision. The reported trial of the $95/day drink package suggests a broader strategic shift that appears to be eroding the very brand differentiation that made Virgin Voyages special in the first place.
As someone who has both personal and professional stakes in Virgin Voyages’ success, I can’t help but see these changes as short-sighted. They may boost immediate revenue figures, but at what cost to long-term brand loyalty and customer satisfaction?
The Remote Worker Perspective
Remote workers like myself represent an emerging and valuable market segment for the cruise industry. We stay longer, spend more overall, and often travel during off-peak periods. By specifically targeting policies that disproportionately impact remote workers, Virgin Voyages risks alienating a demographic that could be central to your future growth.
The irony isn’t lost on me that high internet charges were once what kept me away from other cruise lines – a barrier that Virgin Voyages had intelligently removed, only to now reinstate in an even more prohibitive form.
A Call to Reconsider
I’m calling on you to reconsider these changes and return to the principles that made Virgin Voyages distinctive. Specifically:
- Create an upgrade path from the Deep Blue Extras premium internet to the “Work from Sea” package
- Offer daily rate options for WFS internet packages
- Honor the brand promise of transparency and value that attracted so many loyal sailors
These changes wouldn’t just benefit me – they would reaffirm Virgin Voyages’ commitment to being a truly different kind of cruise line, one that values innovation, customer experience, and long-term relationships over short-term revenue gains.
Virgin Voyages has been a significant part of my life for the past two years. I’ve championed your brand, invested my time in promoting it, and spent thousands of dollars enjoying your exceptional product. I sincerely hope this relationship can continue, but that will depend on whether Virgin Voyages chooses to remain true to its founding vision or continues down this new path.
I appreciate your time and consideration and would welcome the opportunity to discuss these concerns further.
Sincerely,
Adrian Crook
Loyal Sailor & First Mate
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