Richard Branson on Virgin Voyages’ Anticipated California Debut — and What Los Angeles Means to Him

At 74, business titan Richard Branson has countless stories to tell.

There’s the one about him signing Boy George and Culture Club to Virgin Records in 1981 — the band put out three singles that “didn't hit,” Branson said, but then “Karma Chameleon” debuted in 1983. (Flash forward to 2024, and Boy George was onboard Virgin Voyages, DJing and reconnecting with his old pal Branson as they sailed with fans in the Caribbean.)

There are tales that demonstrate Branson’s sense of justice and belief in advocacy. For example, even with his first enterprise, Student magazine, which he started at the age of 16, he had the vision to set up an advisory center for young people. Welcoming everyone, and meeting their needs, has been a through line in Branson’s personal and entrepreneurial pursuits. 

Inclusivity runs through Virgin’s DNA. People can be whatever they want to be onboard a Virgin ship.

“Inclusivity runs through Virgin’s DNA,” Branson told me at a media roundtable in Los Angeles this month. “People can be whatever they want to be onboard a Virgin ship, at a Virgin hotel or any property that we run. Everybody should be treated equally throughout their wonderful lives — and they should be wonderful."

While attending the brand’s annual First Mate Spectacular Soiree onboard Scarlet Lady earlier this year, Branson’s ability to create such spaces came to life for me. A sense of belonging was consistently touted as a reason guests (or Sailors, in Virgin Voyages’ parlance) and travel advisor partners (First Mates) lauded the cruise line. In fact, Virgin’s ethos is a major selling point, according to Tony Palmiotti, owner of Ahoy Cruises and one of Virgin Voyage’s top-selling travel advisors.

“Ninety-seven percent of everybody who gets on this ship will rebook with me,” Palmiotti told me while we were onboard Scarlet Lady. “It always feels so inviting with this crew, and with this cruise line. You get to be who you are. Wear your jewelry, wear your tattoos, just be you. That’s the message.” 

Virgin Voyages Heads to California

Virgin Voyages’ new ship, Brilliant Lady, will allow Branson’s line to have a West Coast presence. The ship debuts this fall and will sail from four homeports — New York City, Los Angeles, Seattle and Miami. 

In terms of design, Brilliant Lady will be intentionally similar to its sister ships — Scarlet Lady, Valiant Lady and Resilient Lady — and will sail itineraries that range from five to 14 nights. The ship’s first months at sea will be in the Atlantic and Caribbean; then, on March 21, 2026, Brilliant Lady will embark on a 16-night Panama Canal crossing from Miami to Los Angeles.

From L.A., the ship will sail five- to eight-night trips that visit Baja California, Puerto Vallarta, San Diego, Santa Barbara and Catalina Island, depending on the itinerary. May through September of 2026, Brilliant Lady will homeport in Seattle and sail to Alaska. 

RELATED: Virgin Voyages Reports Record Growth in Latest Wave Season

Reaching the L.A. market makes Branson light up a bit. Virgin Atlantic was his first foray in the City of Angels decades ago — Branson chuckles on the memory of having a team of people surreptitiously change the Hollywood sign to say “Jolly Good” a day ahead of the airline’s inaugural landing in town. But other enterprises, including some through Virgin Records, have connected Branson to the city, as well.

“L.A. has meant a lot to us for many, many years,” Branson said. “We signed Janet Jackson, Paula Abdul and David Bowie — just massive artists from L.A. — over the years. Virgin Holidays sends a lot of people here. So, to finally get a ship based out of L.A. is very exciting. And that's why I've jumped on a plane and come here to talk about it.”

There are a lot of people who wouldn't necessarily go cruising, [but] who would go on a Virgin ship. And that's why we created Virgin Voyages in the first place.

Branson says he’s looking forward to Virgin Voyages cruising in Alaska and heading south to Mexico, but it’s not just the destinations that are exciting — it’s the fact that this mark’s the brand’s West Coast debut, and that this debut may very well bring new people to the market. 

“There are a lot of people who wouldn't necessarily go cruising, [but] who would go on a Virgin ship,” he said. “And that's why we created Virgin Voyages in the first place.”

Virgin Voyages offers a kid-free experience (guests must be 18 or older); Branson sees the ships as playgrounds for adults. Spaces typically designed for young cruisers — game rooms, splash zones and so on — have been repurposed, allowing for indoor and outdoor workout areas, including a full running track around the ship funnel, yoga decks and boxing rings, a sports court and more.  

RELATED: Theme Parks Are Trending, Advisors Should Be Booking Air and More Takeaways From Travel Leaders’ Edge Conference

“When you think about the L.A. market — which is all about the outdoors and fitness and health and wellness — the ship is a perfect fit,” said Nirmal Saverimuttu, CEO of Virgin Voyages.  

Branson sticks to a movement regime himself when onboard, playing pickleball on the sports court and taking the stairs everywhere.

“I make a rule never to see the inside of the lifts on the ship,” he said.

When he wants to be still, he settles into a game of chess outside The Social Club. Sailors often take photos as he plays, or use the physical pause as an opportunity to give him feedback about the brand.

“The only problem is that I don't like to listen too closely when I'm playing chess, because otherwise [my opponent goes] ‘checkmate,’” Branson joked.

Beyond its reputation for health and wellness, Branson sees Los Angeles as a symbol of acceptance and community. At the media roundtable, he recalled the city’s sorrow during the AIDs epidemic, and the L.A. Times’ coverage of the many residents who lost their lives during its stretch and before antiretroviral drugs were available.

“Los Angeles has very much been at the center of these things, and has been very sympathetic and understanding for decades,” Branson said. “And that makes it a great city to be in.”