Virgin Voyages, the conglomerate’s cruise arm, is teaming up with creative software platform Canva to deploy AI-powered marketing at scale across its travel advisor network.
The partnership will provide Virgin Voyage’s travel advisors – known as First Mates – with AI content creation capabilities so they can drive sales and improve speed to market.
The initiative also aims to reduce the possibility of off-brand assets being produced.
“Travel advisors are the heart of Virgin Voyages’ success story,” said Nirmal Saverimuttu, CEO of Virgin Voyages.
“Our First Mates don’t just sell cruises; they’re brand ambassadors who bring our vision to life for Sailors every single day.”
Equipping Sales Teams with AI Tools
Giving non-marketing teams access to AI tools to drive sales appears to be a trend emerging. ITV is giving its sales team access to GenAI ad creation tools to show potential customers what their ads could look like, through a partnership with Magnite’s Streamr.ai.
“By democratising access to professional design tools today and rolling out AI-powered solutions tomorrow, we’re raising the bar for what travel advisors can achieve,” said Bohan Chinique, head of global brand marketing at Virgin Voyages.
First Mates will be able to design flyers, social media posts, and content and booking materials including Virgin Voyages’ brand kit.
“This partnership with Canva is about investing in their success and giving them the tools they deserve to grow their businesses alongside ours. When our First Mates win, Virgin Voyages wins.”
Selected advisors will learn how to use Canva through a four-week training programme where they will be given design challenges.
The training programme includes weekly sessions to learn marketing materials, giving advisors the opportunity to win prizes including Canva merchandise.
Virgin Voyages plans to expand the initiative to 1000 First Mates in the first quarter of 2026.
