Richard Branson's new cruise venture promises to “change cruising for good” provide “the most irresistible vacation at sea” and offer a “transformational experience.” It kicks off by changing its own name. Virgin Cruises has announced it is rebranding as Virgin Voyages and expects to start sailing in 2020.

CEO Tom McAlpin said Virgin Voyages, which is backed by the Bain Capital Private Equity group, has signed a multi-billion dollar contract with Fincantieri for three 110,000-ton, 2,700-passenger ships. Few details were offered other than the first ship will home port in Miami and sail on a range of Caribbean itineraries to ports offering “unique and very social experiences.”
Virgin will be the first cruise line to partner with clean energy system Climeon Ocean, which converts waste heat generated by ship engines into clean energy which adds up to about 5,400 tons of carbon dioxide saved annually per ship.
“Thousands of future sailors and travel professionals shared their thoughts with us and tasked us with delivering the most irresistible vacation at sea and that our name alone should leave them dizzy with anticipation,” said Branson.
Virgin Voyages doesn't plan to compete directly with the big three cruise companies but will target people who had never contemplated going on a cruise vacation.
Branson said somewhat curiously, "The name cruise is pretty awful so I don't like that. I don't know why people call their companies cruise companies. I've never fancied going on a cruise ship, but I do fancy going on a voyage,"