The founding team of Virgin Voyages wanted to develop a unique cruise ship concept and proposition that would entice an entirely new audience to the wonders and luxuries of cruising.


  • In-depth ethnographic field-research conducted on real cruise ships in the Caribbean
  • Social media scan for key trends and events in cruising
  • Semiotic mapping of dominant and emergent cruise ship codes
  • Foresight exploring the Future of cruising
  • Market segmentation and sizing (present and future)
  • 2-day immersive innovation experience


  • A detailed customer journey for a new type of cruise ship experience and a set of innovation platforms to reinvent cruises for a new generation
  • Clarity on key areas for offer differentiation and a unique value proposition
  • Future-proofed concepts relevant for a 2020 launch.




Virgin Voyages