Cruise ships have traditionally been seen as the preserve of more elderly travellers and families, who like the peace and serenity of a life on the ocean wave.
But Richard Branson is hoping to change all that with a fleet of 'adults-only' cruise liners which are strictly over-18 and targeting trendy young professionals.
The businessman fired the starting pistol on construction of the first of his 'Virgin Voyages' fleet this week, and passengers are already paying £370 just to get on the waiting list for a ticket.
Richard Branson has unveiled his new-look cruise ship which will operate a strict 'adult-only' policy when it launches in 2020
Ambitious designs have been planned for the ship, whose construction began in Genoa, Italy this week
Branson held a party at the shipyard this week, promising his new venture would be 'the most recognizable ship on the seas'
Although little detail has been revealed about the plans, promotional material for the ships promise 'rejuvenating day life, exciting nightlife and everything in between'.
The company named its keel laying ceremony this week a 'Ship Tease' and insisted the vessel will be 'adult by design'.
They are also targeting parents who want to leave their kids at home, with a new website insisting 'we've taken great care to design a place where you, your friends or your significant other can have the best possible experience, sans the unpredictability of kids'.
CEO Tom McAlpin said the ship was 'designed to feel more intimate and connected to the sea' adding: '86 percent of all cabins will feature a sea terrace and 93 per cent an ocean view.
'Virgin Voyages is creating a sophisticated ship and a transformational experience that offers our sailors a place where rejuvenating day-life meets exciting nightlife and everything in between.'
The company is targeting young professionals and parents who want to leave their children at home for a global trip
Branson was joined by DJ Boy George for the keel laying ceremony at a shipyard in Genoa, Italy earlier this week
Branson launched the construction of the first of three ships he is planning to build. It is due to first set sail in 2020.
The company is offering potential passengers the chance to pay a refundable £370 (500 euros) to get a 'pre-sale' package to order tickets.
Branson said: 'This is a very big day for Virgin Voyages, as an exciting new holiday option for travelers starts to get ship shape.
'She will be the most recognizable ship sailing the seven seas, delivering an irresistible sailor experience.'
The first ship will arrive at PortMiami in 2020 for her inaugural sailing season and will host more than 2,700 passengers with 1,150 crew.
He and CEO Tom McAlpin were raised by a crane as they fired the starting pistol on the new ship's construction this week