Virgin Voyages Appoints Ivan Mansanet as Business Development Manager for Western Canada
In a strategic move set to elevate its presence in the Canadian cruising market, Virgin Voyages has appointed Ivan Mansanet as the new Business Development Manager for Western Canada. This calculated decision targets provinces including British Columbia, Alberta, Saskatchewan, and Manitoba, aiming to strengthen support for travel advisors—affectionately known as First Mates within the Virgin ecosystem—while driving significant growth across the region. The appointment represents a pivotal moment in Virgin Voyages’ Canadian expansion strategy, particularly as the cruise industry continues to recover and evolve in the post-pandemic landscape.
“I’m incredibly excited to welcome Ivan to the Virgin Voyages crew,” stated Sean Russo, Director of Sales for Canada. “Ivan brings a wealth of industry knowledge, robust advisor relationships, and a genuine enthusiasm for the travel trade. He’s already a fan favorite within the Canadian advisor community, and I know he’ll be an incredible partner for our First Mates in Western Canada.”
Strategic Importance of the Western Canada Market
The Western Canadian travel market represents a significant opportunity for cruise lines, with British Columbia alone contributing billions annually to Canada’s tourism economy. The region’s proximity to Alaska and Pacific Coast itineraries makes it a natural launching point for cruise vacations, while the demographic profile of Western Canada aligns perfectly with Virgin Voyages’ adult-focused brand positioning. Recent industry data indicates that Western Canadian travelers are increasingly seeking premium, adults-only vacation experiences, making this market particularly attractive for Virgin Voyages’ unique value proposition.
Mansanet’s appointment comes at a crucial time when travel advisors are experiencing renewed demand from clients seeking more sophisticated and personalized cruise experiences. The role will involve extensive collaboration with travel agencies, host agency networks, and independent advisors throughout the four-province territory, providing them with the tools, training, and support needed to effectively sell Virgin Voyages’ distinctive cruise offerings.
Bringing Expertise and Innovation to Virgin Voyages
Mansanet’s extensive background in the travel industry includes substantial roles with Railbookers and Bedsonline, where he established a reputation for being both advisor-focused and innovative in his approach to business development. His experience spans multiple sectors of the travel industry, providing him with a comprehensive understanding of how different travel products complement each other and how to effectively position cruise vacations within broader travel portfolios.
His recent involvement with Virgin Voyages, including participation aboard the Scarlet Lady during the company’s exclusive Top 100 Soirée event in January, has already demonstrated his alignment with Virgin’s pioneering brand philosophy and commitment to disrupting traditional cruise industry norms. This hands-on experience with Virgin Voyages’ product offering provides Mansanet with authentic insights that will prove invaluable when working with travel advisors and their clients.
Expressing his enthusiasm for the new role, Mansanet remarked, “I’m incredibly excited to be joining Virgin Voyages – a brand known for thinking differently and boldly challenging the status quo. From the culture to the product, everything feels authentic, creative, and perfectly aligned with how people want to travel today. Supporting travel advisors has always been at the heart of what I do, and I’m excited to work alongside Sean and the North American team to help First Mates across Western Canada grow their business – while making ship happen as they say at Virgin Voyages.”
Revolutionizing Adults-Only Cruising Experiences
Virgin Voyages has carved out a unique niche in the cruise industry by offering exclusively adults-only cruise experiences designed for travelers aged 18 and above. This positioning eliminates traditional family-oriented amenities like kids’ clubs and character meet-and-greets, instead focusing on sophisticated entertainment, innovative dining concepts, and wellness-focused activities that appeal to millennial and Gen X travelers seeking more refined vacation experiences.
The adults-only cruise market in Western Canada represents a particularly promising segment, as demographic trends show increasing numbers of adults choosing child-free vacations, couples seeking romantic getaways, and groups of friends planning sophisticated travel experiences together. Virgin Voyages’ approach addresses this demand by offering over 20 dining venues without additional specialty dining fees, complimentary high-speed Wi-Fi and fitness classes, flexible dining arrangements without predetermined time slots, and entertainment that skews toward adult sensibilities.
The company’s ships feature innovative design elements that support this adult-focused mission, including sophisticated bars and lounges, wellness spas with extensive treatment menus, state-of-the-art fitness facilities, and entertainment venues that showcase everything from drag performances to indie music acts. This holistic approach to adult cruise experiences has resonated strongly with travelers who have grown tired of traditional cruise offerings that cater primarily to families with children.
The Brilliant Lady: Expanding West Coast Opportunities
Adding significant momentum to Mansanet’s appointment is the upcoming introduction of Virgin Voyages’ fourth ship, the Brilliant Lady, which will specifically serve North America’s West Coast with itineraries spanning from Mexico to Alaska. This strategic deployment represents Virgin Voyages’ most significant commitment to the North American Pacific market and provides Western Canadian travelers with convenient access to Virgin’s unique cruise experience without the need for extensive pre-cruise travel.
The Brilliant Lady’s itineraries are designed to showcase the spectacular scenery and diverse cultural experiences available along the Pacific Coast, with ports of call that include vibrant Mexican destinations, California’s wine regions, Pacific Northwest cultural centers, and Alaska’s pristine wilderness areas. These itineraries particularly appeal to Canadian travelers who value natural beauty, outdoor experiences, and cultural authenticity—core elements of the Western Canadian lifestyle and travel preferences.
The ship itself incorporates Virgin Voyages’ latest design innovations, including expanded suite accommodations, enhanced dining venues, and new entertainment concepts that build upon the success of the fleet’s first three vessels. For travel advisors in Western Canada, the Brilliant Lady represents a compelling selling proposition that combines convenience, luxury, and unique experiences in a package specifically designed for the adult travel market.
Supporting Travel Advisor Success
Central to Mansanet’s role will be developing comprehensive support programs for Virgin Voyages travel advisors throughout Western Canada. This includes creating educational opportunities that help advisors understand and effectively communicate Virgin Voyages’ unique value propositions, developing marketing tools and resources that support advisor sales efforts, and establishing recognition and incentive programs that reward top-performing partners.
The travel advisor community in Western Canada includes a mix of traditional brick-and-mortar agencies, home-based advisors affiliated with host agency networks, and independent contractors who specialize in cruise and luxury travel. Mansanet’s experience across different travel industry segments positions him well to understand the diverse needs of these various advisor types and develop tailored support strategies that maximize their success with Virgin Voyages products.
Training and education represent particularly important components of advisor support, as Virgin Voyages’ adults-only positioning and innovative approach to cruise experiences require advisors to shift away from traditional cruise selling techniques. Mansanet’s role will involve developing and delivering educational content that helps advisors articulate the Virgin difference to potential clients and overcome any objections or misconceptions about cruise travel that might exist among their clientele.
Market Entry Strategy and Industry Impact
Mansanet’s formal introduction to the Western Canadian travel community will begin at the Travel Market Place in Vancouver, scheduled for mid-February. This industry event provides an ideal platform for launching Virgin Voyages’ enhanced presence in the market, allowing Mansanet to meet face-to-face with key travel advisor partners and begin building the relationships that will drive future success.
The timing of this appointment aligns with broader industry trends showing increased demand for premium cruise experiences and adults-only travel options. Market research indicates that travelers are increasingly willing to pay premium prices for experiences that offer exclusivity, innovation, and personalization—all core elements of Virgin Voyages’ brand promise.
For the broader Canadian cruise industry, Mansanet’s appointment and Virgin Voyages’ expanded focus on Western Canada represents increased competition in the premium cruise segment. This competition benefits Canadian travelers by providing more choice and encouraging innovation across the industry, while simultaneously creating new revenue opportunities for travel advisors who can effectively position Virgin Voyages’ unique offerings.
Future Outlook and Strategic Vision
Looking ahead, Mansanet’s success in the business development manager for Western Canada role will be measured not only by sales growth but also by the strength of relationships built with travel advisor partners and the overall brand awareness achieved in the market. His background suggests a collaborative approach that prioritizes long-term partnership development over short-term sales gains, which aligns well with Virgin Voyages’ brand philosophy and commitment to authentic relationship building.
The appointment also positions Virgin Voyages to capitalize on emerging travel trends that favor experiential over material purchases, sustainable travel options, and authentic cultural experiences. Western Canadian travelers have shown particular interest in these trends, making the region an ideal testing ground for Virgin Voyages’ innovative approach to cruise experiences.
As the cruise industry continues to evolve in response to changing consumer preferences and global events, Mansanet’s role will likely expand to include market intelligence gathering, product development input, and strategic planning for Virgin Voyages’ long-term presence in Western Canada. His deep understanding of both the travel industry and Canadian consumer preferences positions him well to contribute to these broader strategic initiatives.
In conclusion, Ivan Mansanet’s appointment as Business Development Manager for Western Canada represents a significant strategic investment by Virgin Voyages in the Canadian market. His extensive industry experience, proven track record with travel advisor relationships, and alignment with Virgin’s innovative brand philosophy position both him and the company for substantial success in this important market. As Virgin Voyages continues to redefine cruise experiences for today’s discerning adult travelers, Mansanet’s leadership in Western Canada will play a crucial role in bringing these revolutionary cruise experiences to Canadian travelers while building lasting partnerships with the travel advisor community.
Sources
Information for this article was provided by Virgin Voyages press releases, industry interviews, and travel industry publications. Travel News Today maintains editorial independence in reporting cruise industry developments.
