Virgin Voyages is charting new waters with its fourth ship, the Brilliant Lady. A narrower design than the rest of the fleet allows the new vessel to fit through the Panama Canal and sail to Alaska, a game-changer for the adults-only cruise line.
On the Brilliant Lady’s inaugural visit to Boston, Michelle Bentubo, a Massachusetts native and the company’s chief operating officer, sat down with Forbes Travel Guide to discuss everything from launching the company in the pandemic to naming her favorite local Chinese restaurant.
Virgin Voyages officially launched in 2020, and we all know what happened then. What have the past five years been like for you?
Oh my goodness. The journey that we have been through as a company. We were not just building and launching a ship in 2020, [but] we were launching a business and, more importantly, a brand. As we took delivery of the amazing Scarlet Lady, the world literally fell apart. For us to sit idle with our first ship, and then our second ship was already delivered by the time we started operating, without a single dime of revenue, yet [it cost] millions a month to keep us running. The fact that we are still here is a prime example of the belief that we were creating something that was going to be truly unique.
To be sitting here launching our fourth ship shows we’ve survived and now are thriving.
This is your first time in Boston with this ship. What does that mean to you?
I have touted to anybody and everybody that this is the voyage you want to be on because we’re going to Boston. You’ve got to get out, explore and get a taste of it. There are great historical sites to see here, and everybody has read about them, and they will see them. But it’s the neighborhoods. They each have their own flavor or interpretation of a flavor. The people make this place so special. It’s like a melting pot.
What do Boston and Virgin Voyages have in common?
Our focus on dining and that curated experience — the people of Boston have the same high expectation. Because it’s not just about really good food; it’s about the social experiences that go with it. It’s about the experience that happens in each one of those restaurants [on board], which creates a social activation and experience centered around the food and, to me, it has a kinship to my fellow Bostonians.
And then our brand ethos. From our sustainability focus and the things we do, we’re mired in the impact that’s going to have on our community, our environment and our sailors. So, always putting that at the forefront for us.
And then finally, it is the wellness aspect. I grew up here, so I can say this. I’m going to party hard. But tomorrow, I’m going to detox. Being able to provide the balance in both [is important]. Being able to say, “We get it. We want you to have a really great time. Nothing wrong with that. But here is a journey that you can add to make sure that you are rejuvenated the next evening.”
Where would you advise passengers to dine in Boston?
If you’re going to the North End, Chinatown [and] into Faneuil Hall, [you’re making great decisions]. Even the little shops in Faneuil Hall are phenomenal. Union Oyster House, Sarma and Pammy’s — the food here is phenomenal.
What’s on Virgin Voyages’ horizon that gets you excited?
It’s about where we’re going. Brilliant Lady opens up the West for us — like Alaska, where we could never get to, or couldn’t easily get to, without the Brilliant Lady. The destinations that we will start offering in 2026 will attract not just frequent cruisers but also new and younger cruisers. That is exciting for 2026 — the new itineraries and new destinations.
I also think about the Caribbean, and that we are going to have four ships there this winter, anywhere from three to 12 nights. A little bit for everyone to make sure we’ve got something for every consumer, whether they’re looking for a holiday to celebrate or what I call “the turning point,” marking a fresh start.
Not only are we going to those incredible destinations, but we are also providing an elevated experience that’s an incredible value for someone’s dollar, with the inclusions we offer and the experiences we provide. Most importantly, above everything, is the level of service our crew members deliver and weave those moments of the journey together for our sailors.
Any last words?
Later on, I will go out to the dock and eat Chinese food from Golden Temple, so that I can have a little bit of home. I think Boston has the best Chinese food anywhere.
