Virgin Voyages strengthens its structure in the country and appoints Alberto Muñoz as Associate Vice President for Mexico and LATAM

Following a strong reception from the Mexican market and the travel agency industry, Virgin Voyages announces the appointment of Alberto Muñoz as Associate Vice President for Mexico and Latin America, as part of the consolidation of its operations in the region.

This move responds to the evolution of the business in Mexico, which has positioned itself as a key market for the brand, driven by the support of its strategic partners and the sustained growth of the agency channel.

Alberto Muñoz has extensive experience in the tourism industry and has been a key figure in the development of Virgin Voyages in Mexico. His relationship with the brand began at the end of last year as a strategic consultant, during which time he helped define the understanding of the Mexican market and the company's strategy in Mexico. Subsequently, he led the building and consolidation of the local team, as well as the development of relationships with business partners, laying the foundation for current growth.

“From the outset, we recognized that growth in Mexico and Latin America had to be built in partnership with the trade; that’s why it’s natural that our regional expansion is being led by Alberto. His experience in the industry, his deep knowledge of the Mexican market, and his talent for forging strategic alliances make him the right person for this challenge,” said John Lovell, Board Member and Senior Advisor at Virgin Voyages.

“We are confident that, with their customer-centric vision and focus on innovation and sustainability, we will accelerate Virgin Voyages’ growth in Mexico, strengthen our brand presence, generate new business opportunities, and offer unique travel experiences for local passengers,” he added.

As part of this new phase, and in order to offer closer, more agile support aligned with the needs of the travel trade in the region, Virgin Voyages has integrated a sales and communications team in Mexico that works in full coordination with its team in Miami. This structure will strengthen communication, optimize customer service processes, and provide agents with more tools to boost their sales.

Under its "Always Included Luxury" concept, the company offers an exclusively adult experience, with no hidden charges, more than 20 included dining options, immersive entertainment, and a contemporary premium approach, making the sales process easier for agents.

Currently, the brand has four “Lady Ships” that sail itineraries through the Caribbean, Europe and Alaska, consolidating its position within the global premium segment.

In the last three years, the number of Mexican travelers who have sailed with Virgin Voyages grew by 70%, while bookings managed by travel advisors increased by 35%, reflecting the strategic role of First Mates as a key channel for the brand's growth.

“Today, with a strengthened team between Mexico and Miami, our focus is clear: to facilitate the work of our First Mates, providing them with greater clarity, tools, and support to connect more travelers with a truly distinctive offering. Furthermore, Virgin Voyages represents a unique opportunity for travel agencies in Mexico to capitalize on the growth of the premium segment with a differentiated product that is easy to sell and highly attractive to the modern traveler,” commented Alberto Muñoz.

With this appointment, Virgin Voyages reaffirms its commitment to the Mexican and Latin American market, betting on a close relationship with the trade and on the joint development of a new way of understanding travel on the high seas.