By now, you’ve probably seen the ads; neon lights, poolside DJ sets, sexy slow-mo panning shots of toned twenty-somethings sipping cocktails while gazing meaningfully into the horizon. It’s Virgin Voyages, and it’s making a statement: no kids allowed, thank you very much.

For an industry that’s long tried to be everything to everyone (from multi-generational getaways to toddler-friendly splash zones and teen clubs tucked under rock walls) Virgin’s decision to go adults-only feels like something of a cruise culture shift. But is it just a clever bit of Branson-brand bravado, or a signal that the cruise demographic is changing for good?

Let’s unpack.

The rise of the cruise-curious millennial

Once upon a time, cruises were viewed (unfairly, but persistently) as the domain of bingo-loving retirees and people who pack their own tea bags “just in case”. But now? The tides have turned. Post-pandemic wanderlust, the rise of work-from-anywhere flexibility, and a social media feed full of rooftop plunge pools have done wonders for cruise's image problem.

Virgin didn’t create that demand, but they’ve certainly capitalised on it. From tattoo parlours and drag brunches to the fact you won’t find a single child under 18 onboard, their “Scarlet Lady” and her sister ship are unapologetically adult. And not just in a “leave the kids at home” way. More in a “book a Korean spa treatment, dine in a mezcal-only taco bar, and dance till 3am” sort of way.

Freedom from family fun (and screaming toddlers)

There’s something liberating about a holiday that’s built entirely around grown-up pleasures. Think sleep-ins without the 6am pool cannonball, spa days uninterrupted by sugar-fuelled meltdowns, and restaurants where nobody offers you a colouring book.

It’s not that family-friendly cruising is passé, far from it. Cruise lines like Royal Caribbean and MSC are doubling down on their family offering, with water parks, bumper cars and entire zones engineered for chaos. But Virgin proves there’s also a growing market for… well, peace and quiet. With decent cocktails.

But is adults-only really the future?

Maybe. Maybe not. What’s clear is that cruise lines are starting to segment more smartly. It’s no longer “cruising” as a one-size-fits-all concept, but a pick-your-own-adventure world of themed voyages, niche itineraries and tailored experiences.

Luxury lines like Seabourn and Silversea have long skewed adult anyway. Expedition brands like HX Hurtigruten Expeditions tend to draw child-free travellers by default. Virgin simply made it the whole pitch and wrapped it up in millennial pink and a Soho House-meets-sea aesthetic.

Other mainstream lines are watching. Celebrity Cruises, for instance, isn’t adults-only, but their Edge-class ships are clearly designed with a more sophisticated, grown-up crowd in mind. Think mood lighting, Eden-esque lounges, and a spa menu that reads like it belongs in a design hotel.

Cruise lines are paying attention

This isn’t just about removing kids. It’s about shifting the tone. Virgin’s cruises signal a move away from the cruise clichés (the towel animals, the formal nights, the sing-alongs and buffet stampedes) and towards something more curated, more contemporary, and (perhaps crucially), more Instagrammable.

In doing so, they’re opening cruising up to people who previously wouldn’t have touched it with a barge pole. Or, indeed, a ship’s pole.

Final thoughts

Virgin Voyages may not be for everyone, and they’re not trying to be. But in an industry built on broad appeal, that’s what makes them so interesting. Their adults-only model isn’t a rejection of cruising’s past. It’s a reimagining of its future.

So yes, while the family-friendly behemoths still have their place, the success of Virgin’s grown-up playground might just be a sea change in how we cruise. 

Sometimes, it’s nice to sip a cocktail on deck and not have anyone throw a chicken nugget into the hot tub.