Why Virgin Voyages Gave 1,100 TikTokers a Free Cruise

TikTok users last week may have noticed a surge in content filmed aboard a Virgin Voyages cruise ship.

There were passengers showing off their outfits of the day. A creator in a wheelchair breaking down the ship’s accessibility features. A pastry chef reviewing the desserts (the pistachio macarons were “outstanding” while the chocolate brioche was “a little dry”).

The videos stemmed from Virgin Voyage’s latest creator cruise: a three-night voyage to the Bahamas with more than 1,100 content creators.

Elayane Merriwether, Virgin Voyages’ head of brand and social, said the company was intentional in bringing aboard a range of ages, follower counts, and niches — not just travel- and cruise-focused creators.  

The idea is that posts from diverse voices can help draw in customers who may not be as familiar with cruising, although inviting creators to share their unfiltered thoughts can carry risks. 

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