On Location: “Bigger & Better:” travelbrands’ 10th SeaU Sets Sail Aboard Virgin Voyages’ Scarlet Lady

Class is officially in session. But forget the textbooks.

This classroom comes with ocean views, a resident drag queen and a whole lot of cruise industry star power.

travelbrands Encore Cruises’ kicked off its 10th annual SeaU conference Monday evening (Nov. 9) aboard Virgin Voyages’ Scarlet Lady, bringing together roughly 265 English and French-speaking travel advisors from across Canada for five nights of learning and networking.

The November 9–14 sailing departed Miami, Florida, and is now setting course for George Town, Grand Cayman, before heading to the Bahamas for a visit to Virgin Voyages’ signature Bimini Beach Club. The voyage concludes back in Miami.

Along for the ride are representatives from 10 ocean and river cruise brands: Virgin Voyages, AmaWaterways, Azamara, Carnival, Celebrity, Celestyal, Costa Cruises, Norwegian Cruise Line, Princess Cruises and Silversea.

As previously reported, SeaU takes professional development out of the conference room and onto the high seas, combining supplier presentations, hands-on workshops and valuable face time with industry partners – all while giving advisors a firsthand taste of life aboard a cruise ship.

The goal is to send advisors home with fresh insights, stronger supplier relationships and a deeper understanding of the latest cruise products, destinations and trends, so they can confidently match the right clients with the right sailings.

And with the all-important Wave Season just around the corner, the timing couldn’t be better.

Ten Years of Making Waves

For Nathalie Tanious, president and CEO of H.I.S.-Red Label Vacations Inc., the parent company of TravelBrands, reaching SeaU’s 10th anniversary is something worth celebrating.

“I came in during year two and every year it gets bigger and better, with more engagement from travel agents to suppliers. If it were up to us, we’d charter the whole ship,” Tanious told Travel Market Report Canada at last night’s welcome cocktail at The Dock, an open-air deck with ocean and wake views.

But SeaU isn’t just about celebrating a decade of success. It’s also an opportunity for TravelBrands to showcase its latest tools, technology and initiatives, with participating advisors getting a first look at what’s coming down the pipeline.

Among the tools being highlighted is TravelBrands’ air-sea protection program, designed to help clients reach their cruise ship, or a subsequent port, when flight disruptions threaten their departure.

With geopolitical issues affecting flight schedules and itineraries these days, Tanious said that kind of support is increasingly important.

“We have to quickly pivot to ensure we get passengers to the destinations. Our air-sea protection is key because it gives travel professional peace of mind,” she said.

Tanious also revealed that travelbrands will unveil new products during SeaU this week, though she remained tight-lipped about what’s in store.

Welcome Aboard

Of course, the ship itself is a major part of SeaU.

Launched in 2021, Scarlet Lady is the inaugural vessel in Virgin Voyages’ four-ship fleet, the adults-only cruise line founded by Sir Richard Branson.

And if there’s one thing Virgin does differently, it’s just about everything.

The boutique-like ship, which accommodates approximately 2,770 passengers — known as “Sailors” — trades traditional cruising conventions for a cheeky, come-as-you-are atmosphere built around socializing, wellness, dining and adventure. The Sea Terraces have red netted hammocks.

The vibe is playful, inclusive and unapologetically expressive, attracting open-minded travellers of different ages, genders, sexual orientations and body types who are happy to go with the ocean flow.

The express-yourself philosophy that extends to the crew and entertainers, where tattoos, piercings and colourful hairstyles are embraced rather than hidden.

There’s even a resident drag queen, known aboard Virgin ships as the “Diva.” On this sailing, that honour belongs to “Anaslaysia,” who brings plenty of personality, fabulous flair (and photo ops) to the ship’s onboard entertainment.

Traditional cruise buffets are replaced by a collection of distinctive dining venues, while basic Wi-Fi, group fitness classes, soft drinks, water and crew gratuities are included in the standard fare.

Scarlet Lady also underwent a refurbishment in November 2024, introducing Lucky Lotus by Razzle Dazzle, a Chinese-inspired dining concept.

The upgrades also included plans to convert several Sea Terrace cabins on Deck 11 into 24 Seriously Suite RockStar Quarters.

For advisors more familiar with traditional cruising, it’s a chance to experience a decidedly different kind of vacation at sea.

And they got a taste of that last night at Virgin Voyages’ signature “PJ Party,” a first-night tradition that sees Sailors trade their evening wear for pajamas, loungewear and playful costumes and get down on an open-air dance floor.

First Mates, First Impressions

Sean Russo, Virgin Voyages’ director of sales for Canada, said having hundreds of Canadian advisors aboard offers an invaluable opportunity to introduce the brand to new audiences.

“It gives the opportunity to agents – or First Mates, as we call them – to experience our product, see who are clientele are and what are vibe is all about,” he told Travel Market Report Canada.

Virgin Voyages, meanwhile, is expanding its Canadian sales presence. Ivan Mansanet currently serves as business development manager for Western Canada, while the cruise line is recruiting additional support in Eastern Canada.

“This means Canadian advisors trust us with their clients,” Russo said. “We’re building ourselves up to support them going forward.”

Although Virgin Voyages has grown to four ships and expanded into new destinations, including Alaska earlier this year, Russo believes there’s still plenty of opportunity for advisors to discover what makes the brand tick.

“My advice to agents [at SeaU]? Do as many things as possible,” he said.

And that’s precisely what SeaU is designed to encourage.

Between workshops, supplier meetings, networking events and opportunities to explore Scarlet Lady, advisors have five days to dive deep into the cruise experience, ask questions and return home with fresh ideas for their clients.

For Camille Wilson of The Travel Agent Next Door, attending SeaU for the first time was an easy decision.

A fan of the Virgin Voyages product, Wilson said the ship itself was a major draw. But not only that.

“It’s the opportunity to connect with business partners one-on-one in a more relaxed environment,” she said. “It’s a lot more joyful.”

Stay tuned for more of Travel Market Report Canada‘s onboard coverage of SeaU.

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