Virgin Voyages promises to be "sexy" and "edgy."

By Jess McHugh
October 19, 2016
Courtesy of Virgin

Attention cruising lovers and luxury travelers, English magnate Richard Branson has announced the launch of his new cruise ship brand, Virgin Voyages.

“We have an opportunity to create something that’s a bit different: it’s edgy, it’s sexy, in a very tasteful way," President and CEO of Virgin Voyages Tom McAlpin told Travel + Leisure.

The first of three Voyages ships is set to be unveiled in Miami in 2020 with destination cruises to the Caribbean. The second and third ships will be ready by 2021 and 2022, according to Virgin.

As with other Virgin brands, from hotels to air travel, Voyages promises to be a personal experience. With 1,350 cabins and approximately 2,700 passengers, Branson's latest creation is far from a mega ship.

“We want to replicate the things that the other Virgin entities have done well,” McAlpin said, adding, “We also have an opportunity to even further develop the brand.”

The company has partnered with Swedish clean energy company Climeon to use clean electricity, the Telegraph reported.