Virgin Voyages has promoted SJ Walker to Market Director, UK, effective immediately, recognising her growing influence across the brand’s commercial performance in a market that just helped deliver the brand’s best summer on record.
The UK is Virgin Voyages’ second-largest market globally, and UK numbers show an award-winning brand on track to become the go-to name for anyone planning a holiday built entirely around adults. Walker’s expanded remit reflects the broader commercial lens she has brought to the UK business behind that momentum.
In her new position, Walker will play a central role in Virgin Voyages’ commercial growth in the UK, bringing a whole-of-business view to sales, trade partnerships, distribution and market development.
She will continue to lead Virgin Voyages’ nine-strong dedicated UK trade sales team and provide strategic direction to a further three colleagues across trade engagement and international marketing. Walker will continue reporting to Stephen Hopkins, Vice President of Growth and International Sales & Marketing.
The appointment follows a landmark summer for Virgin Voyages in the UK with August delivering record-breaking UK revenues, up 30% year on year.
The results come as Virgin Voyages continues to grow its relationship with the UK travel trade. More than 1,200 First Mates (agents) experienced Valiant Lady’s glow-up – including fresh spaces and Ariya, the new Indian-inspired restaurant – during the brand’s biggest-ever UK and Ireland trade activation this summer.
The strong UK performance has been mirrored globally. On August 13, Virgin Voyages recorded its highest revenue day in company history, surpassing the previous record set on Black Friday 2025, following the launch of its inaugural Scandinavia and Baltics programme for 2028.
SJ Walker said: “The momentum behind Virgin Voyages in the UK right now is incredible and I’m hugely excited to have the opportunity to lead the market through its next phase of growth.
“We’ve had a record-breaking summer, but what is most exciting is what sits behind those numbers. More First Mates are experiencing the brand, their confidence in selling us is growing and we’re seeing customers come back to Virgin Voyages time and again. There is a real sense that the UK market understands what makes us different and wants more of it.
“Our First Mates have been fundamental to that success. We have invested significantly in giving them the tools, support and first-hand experiences they need to sell Virgin Voyages with confidence and that will remain at the heart of our strategy.”
Stephen Hopkins, Vice President of Growth and International Sales & Marketing at Virgin Voyages, said: “The UK has become a powerhouse market for Virgin Voyages and the results we are seeing are testament both to the strength of the brand and to the exceptional work SJ and the UK team have done with our First Mate community.
“We have always believed Virgin Voyages has the potential to redefine what an adults-only holiday at sea can look like. In the UK, that proposition is resonating more strongly than ever and we are seeing that translate into record revenue, higher-value bookings, exceptional repeat rates and growing demand as we introduce the brand to new audiences and destinations.
“SJ has been instrumental in that journey. She combines a deep understanding of the UK trade with commercial ambition, infectious energy and a genuine passion for our brand and our partners. Expanding her role recognises the way she already thinks about the business as a whole, and I’m incredibly excited about what she and the team will deliver next.”
For more information, visit SellVV.co.uk or contact the Virgin Voyages UK sales team.
