While many cruise lines market multigenerational travel and family-friendly vacations, Virgin Voyages has chosen a different path, concentrating on an adults-only cruise experience. The company has stated it will not accommodate children; the inaugural ship, announced to launch in 2020, will admit only travelers aged 18 and older under its “Adult by Design” concept. This policy was confirmed during a ceremony marking the start of construction for the first vessel.
According to CEO Tom McAlpin, the decision stems from a desire to deliver a more elevated, premium experience—based on feedback from travelers and travel agents. Although adults-focused environments are common on luxury and boutique ships, they are rarely enforced by explicit age limits on mainstream cruise lines. Virgin Voyages intends to offer larger ships that prioritize an adult atmosphere at a time when many major cruise operators continue to expand family amenities such as waterslides, rock-climbing walls, and family suites.
The line plans to focus its onboard offerings on relaxation, rejuvenation, and entertainment tailored to adults. Guests can expect vibrant nightlife, curated dining and wellness options, and programming designed to appeal to an adult clientele rather than family-oriented attractions. By removing kid-focused amenities and activities, the cruise experience is aimed at providing a calmer, more sophisticated environment for guests seeking a grown-up getaway.
Virgin Voyages’ adults-only approach also influences the ship’s design and public spaces. Common areas, entertainment venues, pools, and dining concepts will be developed with adult tastes in mind, emphasizing refined design, late-night experiences, and adult social opportunities. This contrasts with the trend among many larger cruise ships that prioritize large-scale family entertainment and multisized staterooms for groups of all ages.
By targeting the adult market, the company hopes to attract travelers looking for a different kind of sea vacation—one that places a premium on atmosphere, service, and amenities tailored to mature guests. In doing so, Virgin Voyages aims to carve out a distinct position within the cruise industry: large-ship comfort and scale paired with an adults-only policy to ensure a consistent onboard tone and guest experience.
Ultimately, the Adult by Design model is intended to appeal to solo travelers, couples, groups of adults, and anyone seeking a quieter, more sophisticated cruise environment. The line’s focus on adult-oriented dining, nightlife, wellness, and leisure activities seeks to create an alternative to the increasingly family-centric offerings found on many contemporary cruise ships.