Virgin Group launching a cruise line based in Miami

The British company Virgin Group Ltd., which has enjoyed success in the airline industry, is planning on operating in the cruise business too.

On Thursday the company announced its plans of launching a cruise line based in Miami, Florida.

Virgin Group, founded by Richard Branson, has not provided a date for when its cruise operations will begin, but the company did say that it will start out with two ships.

Tom McAlpin, a former president at Disney Cruise Line, has been named as the chief executive of Virgin Cruises.

Branson said:

“We plan to shake up the cruise industry and deliver a holiday that customers will absolutely love,”

Adding:

“They’ll be sailing on the latest ships offering a great quality, a real sense of fun and many exciting activities all delivered with the famed Virgin service.”

Despite a number of problems in the cruise industry over the past few years booking continue to rise, say analysts.

The prive investment firm Bain Capital will be working with Virgin on the new venture.

Ryan Cotton, a principal with Bain, said:

“With a small number of global players, an experience in need of refreshing, and consumers ready for something new and exciting, the industry exhibits all the characteristics of one that is ripe for a new entrant,”