A fresh perspective to any industry to company brings change and the opportunity to stand out in crowded marketplaces.
Virgin Voyages entered a very crowded travel sector in a turbulent time. Richard Branson and Tom McAlpin promised to shake up the cruise line industry by bringing new perspectives and ideas to the 'tried and true' cruise model.
The early reviews and articles mocked the cruise line focusing solely on the very small pool and the 'weird entertainment.' I have to admit, I was one of those people who thought they had it all wrong based on that very limited view through the vlogger lens.
It turns out, I was the one who was all wrong.
Virgin Voyages has managed to set a new standard of what we should expect from a proper cruise vacation.
Let's start with the crew. They are allowed to 'be themselves.' Hair styles, body art, personalities, they are fun and unique human beings who we really enjoyed getting to know. From what we learned on our cruise, they are among the highest paid crew in the industry and they are given free WiFi onboard.
Now move to the food and dining. Gone is the 'standard buffet' where massive amounts of food is thrown out every four hours replaced by a 'made to order' Galley. Gone is the 'main dining room' where massive amounts of food is made in advance, replaced with made to order restaurants that are as good as or better than any specialty dining on 'mainstream cruise lines.' Saving on food waste and providing a superior meal experience.
The entertainment is so much more than the 'weird shows.' And what IS a weird show anyway? Beyond the main shows, there is outstanding music throughout the ship from amazing blues guitarists to the very versatile Scarlet House Band.
Then there's the ship itself. She can hold 2700+ guests, but it presents itself as a very intimate space, like a large private yacht. Gone are the massive atriums, oversized bars and huge public spaces. Instead we are given lower ceilings, smaller spaces, nooks and crannies, smaller bars and venues, and comfortable seating everywhere. The ship feels like it's designed to encourage socialization with your fellow guests rather than impressing you with massive spaces.
Finally the sales pitches were eliminated. No photographers, no dining packages, no drink packages, no pushy sales people in the shops. No pressure whatsoever onboard. We're adults, if we want to purchase something, we'll get it.
An outsider's perspective has allowed Virgin to start fresh and show that there is another, and often better, way to present a cruise experience. They messed up with the original marketing, but the recent pivot in storytelling has been quite effective.
When looking at your own marketing, branding, and customer experience, are you doing 'what's expected' because it's easy, or are you presenting a truly unique perspective & experience to allow you to stand out in a crowded marketplace?
