This cruise line is making a bold move to keep its most loyal fans coming back

Cruisers who repeatedly sail with one cruise line have a conundrum. They're able to enjoy their favorite onboard restaurants and attractions each time they embark, but after the third or fourth voyage, certain onboard experiences can be a bit stale.

One cruise line, Virgin Voyages, is making sure its loyal fans have something new to look forward to on its newest ship, Brilliant Lady.

Since its inception, Virgin Voyages — a cruise line developed by business mogul Richard Branson, who also founded Virgin Records — has been an innovator in onboard entertainment. It has drawn on the brand's vast entertainment connections to create shows and parties that will blow your mind in ways you never expected from cruise ships.

But even those groundbreaking performances can lose their luster when you've seen them multiple times. And the adults-only cruise line, which is a veritable playground for grown-ups, has so many loyal fans that many of its sailings have a repeat rate of more than 60%. With more than half of the passengers on those sailings having cruised with Virgin before, the line realized a need for more varied entertainment options to keep them coming back.

Life should never be dull on a Virgin Voyages cruise, and so the line will add seven new shows to Brilliant Lady when it debuts in September.

Here's everything to know about the new concepts debuting on Brilliant Lady.

Red Room shows

These performances will be held in the Red Room, the main theater area on Virgin Voyages ships. The space converts into several seating and stage configurations to handle different types of shows.

"Red Hot": This high-energy musical revue honors the 50-year legacy of the Virgin brand. It's inspired by Branson's rebellious spirit and features archival clips of songs from the music catalog of Virgin Records, another one of Branson's brainchildren.

"Out of Time": In this creative show, passengers will take a wild ride through history via Dr. Victoria Vortex's time machine. When the trip goes awry, the journey makes its way through a cavalcade of music, fashion, dazzling flappers and a few acrobatic cavemen.

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The Manor shows

This impressive repertoire of events will happen in The Manor, the two-deck nightclub on each of Virgin's vessels. Offerings include dinner theater, musical performances and themed dance parties.

"Up With a Twist": At this supper club-style event, cruisers find themselves at Lady Valentina's Emporium of Excess, which features both elevated dining and a cast of larger-than-life characters. A live band gives vintage numbers from yesteryear and summer soundtrack favorites a modern twist, and audience members choose the show's ending.

"Murder in the Manor": Heavily influenced by today's true crime fascination and 1980s murder mystery novels, this immersive theater performance blends spectacle, spooky mystery and incredible dancing. Passengers will assist hapless investigators who seem to keep missing the most obvious clues. Together, they'll help a plain Jane figure out who killed her rock star twin sister.

"Duets": A showcase of soulful duets across generations and genres, this stage show features Motown, classic rock and contemporary ballads, all performed with jazz-infused arrangements.

"Electric": This electric dance party is pure, luminous joy. Expect performers in ultraviolet-reactive fluorescent costumes and neon face paint, and even a jellyfish parade.

"Disco Reimagined": Check out Virgin Voyages' fictional Studio 72 in this contemporary take on a disco party. Dance breaks and circus moments take hold in a 90-minute explosion of sequins, flared pants and acrobatics so good cruisers will gasp.

"We're constantly challenging ourselves to raise the bar by offering more entertainment and never-before-seen experiences," Nirmal Saverimuttu, CEO of Virgin Voyages, said in a statement from the line. "Not only will Brilliant's entertainment take us to the next level, but it will also answer the areas where we needed to grow."

That growth was fostered by the line's high percentage of repeat cruisers, which it said is more than 60% on some sailings. According to the statement, passengers who frequently sail with the line want new entertainment options because they've already seen the original performances.

But, in addition to the new names on the marquee, Brilliant Lady will welcome back two events that were first made popular on other ships in the fleet. Cruisers can expect to find a reimagined Scarlet Night, a giant atrium-soiree-turned-pool-party (but with a new indoor twist during the ship's Alaska sailings), and "Duel Reality," a show in which two families compete through acrobatics and feats of strength in a modern take on "Romeo and Juliet."

Virgin's entertainment features a slew of big-name partnerships and a delightful mix of static shows and rotating acts. While some are culled from the most jaw-dropping spectacles ashore, others — like "Duel Reality" — were created especially for Virgin Voyages.

What Virgin has done is either found or created the best of the best and built ships around it, rather than trying to force entertainment to fit on its vessels. In fact, "Duel Reality," which will be available on three of the line's four ships when Brilliant Lady emerges from the shipyard, has become so popular that it's even touring on land.

Brilliant Lady was originally set to launch in December 2023 but was delayed for what will be nearly two years by the time its new inaugural sailing date arrives. In the year following its debut, it will feature an impressive variety of cruises that include a short series of five- to 13-night voyages to Bermuda and Canada/New England from the Manhattan cruise terminal in New York before the vessel relocates to Miami. From there, it will offer seven- to 12-night sailings to the Caribbean.

Early spring of 2026 will find the ship sailing through the Panama Canal as it moves from Miami to Los Angeles for a brief stint of California coastal and Mexican Riviera cruises, ranging from five to eight nights. The vessel will then reposition to Seattle for a full season of Alaska voyages — the first time a Virgin Voyages ship will sail in the region.

Passengers on Virgin's vessels can expect excellent food that rivals what you'd find at upscale restaurants on land, as well as activities that include boy band dance classes, '80s throwback aerobics sessions, dedicated board game lounges and free ice cream and candy. Unsurprisingly, the onboard vibe is one of rock star-chic energy and come-as-you-are creative expression that stretches from accommodations and decor in public spaces to the outfits passengers select for the multiple themed parties on every voyage.

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