I love cruise vacations. For more than a decade it has been a way for me to see parts of the world, experience new cultures, try things I wouldn't do back home, and just generally have a great time. During the more than 20 cruises that I've taken, I've also started to feel that while different lines offer unique features that might make me prefer one over the other for certain experiences, the reality is they are more similar than they are different. To change this would take some radical thinking and a brand with the confidence and tradition to be truly innovative. There is no other travel brand that could do this like Virgin and that's exactly what Richard Branson has done. They are attempting to be a disrupter in what - until the pandemic - was a thriving industry that boasted a 7% annual growth rate, the most of any leisure travel market segment.