Richard Branson is sailing into new waters with the launch of his first cruise liner, making a bold pitch to younger travelers at an undeniably awkward time for the industry.
The Virgin founder launched the Scarlet Lady last Friday, hoping its modern design and adults-only rule will prompt younger vacationers to take a fresh look at cruises.
The ship has docked at the Port of Dover in England and will enter operation in April, mainly offering trips around the Caribbean from a base in Miami.
Branson’s pursuit of young vacationers for his ship has resulted in a tattoo and body piercing parlor dubbed Squid Ink and the “most grammable spot,” a dark multi-mirror room adorned with hundreds of white lights.
Branson is hoping to mitigate environmental concerns by banning single-use plastics aboard the ship.