I recently took a 5-night cruise aboard Virgin Voyages’ Valiant Lady, a trip that reminded me of the lasting impression a strong organizational culture can make, not only on its employees but also on its customers. My fascination with the Virgin brand began years ago when I flew on Virgin America, an airline that sadly no longer exists but remains my favorite flying experience to date. From there, I frequented Virgin Hotels and became curious about the new ventures Sir Richard Branson’s iconic red branding had to offer. The opportunity to sail on Virgin Voyages felt like a chance to reconnect with a brand that prioritizes style, fun, and impeccable customer service.
A KBBQ Experience That Became Much More
By the third night of the cruise, I found myself dining at GunBae, Virgin’s KBBQ-themed restaurant. Since I was traveling solo, I was seated with a group of other passengers—each one a stranger, and each one, like me, seeking their own form of relaxation. Ordinarily, I lean toward introversion, especially when I’m on vacation. I wanted this trip to be a chance to disconnect from the world and connect with myself. But something happened that night, thanks to a young woman who brought joy, warmth, and connection into an experience that could’ve easily stayed on the surface.
Our server, who I’ll call Ayu, was from Bali. From the moment she introduced herself, it was clear that Ayu wasn’t just doing her job—she was creating a genuine experience for all of us at the table. She was open, caring, and had a way of making each of us feel included, no matter our background or mood. She shared personal stories, asked questions, and made sure that the dining experience was lively, fun, and memorable.
Ayu led us in a lively drinking game called Sam Yuk Gu (3-6-9), something I wasn’t initially excited to participate in. But her enthusiasm was contagious, and before long, I found myself playing along, laughing, and connecting with the other cruisers. By the time dinner ended, we were all swapping stories about our dream vacations, our pets, and even our families—strangers turned companions through the warmth of a server who truly loved her work.
The Line Between Brand and Employee
As the evening wore on, Ayu’s openness went beyond just the games and the food. She shared how much she loved her job and the unique life she was living, traveling the world with her husband, who also worked on the same ship. Together, they’d worked for other cruise lines but were particularly fond of their time with Virgin Voyages. Ayu spoke candidly about the challenges of living on a ship, how her family back home wanted her to settle down, have children, and leave the nomadic life behind. Yet, despite the expectations of others, she found joy and fulfillment in her own path, working and traveling with her husband and experiencing life on her terms.
Her story made me think about the parallels between how we, as individuals, can often feel pressured to meet the expectations of others, and how freeing it is to carve out our own joy. For Ayu, that joy came from her work—being able to meet people from all over the world, share in their experiences, and live out her version of happiness. It was a powerful reminder that work, when aligned with purpose and joy, can be so much more than a job.
Leadership in the Virgin Brand
One thing that stood out to me about Ayu was how clear it was that she genuinely loved working for Virgin. It wasn’t just her natural charisma that made the evening enjoyable; it was also the culture she worked within. I’ve seen this in every facet of the Virgin brand—from the now-dissolved Virgin America to the Virgin Hotels. Virgin creates an environment where employees aren’t just executing tasks; they’re empowered to be themselves, to enjoy their work, and to ensure that customers feel that same sense of happiness.
Ayu’s joy for her job reminded me of the critical connection between how an organization treats its employees and how those employees, in turn, treat their customers. When employees feel supported, seen, and valued, that energy translates directly into their work. Ayu didn’t have to be performative, she didn’t have to follow a script—she simply brought her authentic self to the table. This kind of genuine customer service can only come from an organization that values its people and creates an environment where they feel empowered to succeed.
Connection Beyond Comfort Zones
Before dinner that night, I had been looking for quiet—hoping to spend my trip disconnected and internal, away from the world. But the part of me that also needed social connection came alive, thanks to Ayu and the rest of the group at my table. This experience reminded me that, while disconnecting is important, sometimes it’s through spontaneous social moments that we truly recharge. It wasn’t about talking shop or technology, but rather about sharing dream vacations, past experiences, and a love of exploring new cultures.
Ultimately, Ayu’s joy was infectious, not just because she was good at her job, but because she found meaning in it. She created a space where I could relax, let go, and reconnect with parts of myself I hadn’t realized needed nurturing. Her story—about finding happiness through her work and balancing the expectations of family with her own desires—was a lesson that resonated deeply.
The Takeaway
This experience on Virgin Voyages was more than just a vacation for me. It was a reminder that meaning and joy can be found in work when we align it with our passions. Ayu, like many of us, had external pressures from family and society about what her life should look like. But she found joy in choosing her path, and her work became a part of that joy.
As leaders, we can learn from this story. The culture we build within our organizations directly affects how employees engage with their work and, in turn, how they treat their customers. Joy is contagious, and it starts from the inside out. Whether you’re serving KBBQ on a ship or managing a business on land, creating an environment where employees can thrive, be themselves, and find meaning is key to creating memorable, impactful experiences for everyone.
