What Virgin Experience Days does

Virgin Experience Days is a UK-based direct-to-consumer e-commerce marketplace that sells gift vouchers and e-vouchers redeemable at a curated network of experience suppliers. The platform lists more than 5,000 experiences across categories including driving, flying, spa, food and drink, theatre, adventure, short breaks, and at-home experiences, with voucher pricing ranging from approximately £20 to over £1,000. Its core technology is an e-commerce front-end with digital voucher delivery, complemented by supporting tools such as a Gift Finder recommendation feature, Gift Reminders service, and MemoryMakers. The company is a UK private limited company (Virgin Experience Days Ltd) operating under the Virgin Group conglomerate, with a Trustpilot rating of 4.1/5 displayed on its website.

The business earns revenue through a markup on experience vouchers sold at retail versus the wholesale price paid to supplier partners, plus open-value gift cards sold as standalone products. Sales are primarily one-time, transactional purchases, with significant seasonal promotional activity (up to 70% off during sales). The core customer segment is individual consumers purchasing gifts for occasions such as birthdays, anniversaries, weddings, Christmas, and other celebrations; a secondary corporate gifting segment serves business buyers for employee rewards, client appreciation, and team-building. The supplier side includes a mix of premium and mass-market experience providers, with flagship brand associations including Gordon Ramsay, Marco Pierre White, Fortnum & Mason, Silverstone, Bannatyne, and Go Ape.

The company operates a single-country (UK) distribution model through its own website, with instant e-voucher fulfillment and a dedicated corporate gifting channel. Distribution and marketing rely on organic social (Facebook, X, Instagram, YouTube), email newsletters, an experience blog, and affiliate and student-discount programs. There is no disclosed geographic expansion, no disclosed funding rounds, no disclosed M&A activity, no disclosed leadership team, and no disclosed AI/ML capabilities. The business model is fundamentally a curated marketplace monetized through retail-to-wholesale spread on vouchers, with Virgin brand equity serving as the primary intangible asset.

Name

Virgin Experience Days

Legal name

Virgin Experience Days Ltd

Website

https://www.virginexperiencedays.co.uk

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Virgin Experience Days is a UK-based e-commerce marketplace operated by Virgin Experience Days Ltd under Virgin Group, selling curated experience gift vouchers across 5,000+ experiences to individual consumers and corporate gift buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Bourne End

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Supply Chain, Technology or R&D, Operations, Personnel

Revenue model

1. Experience Voucher Sales: The company sells gift vouchers and experience packages. Customers purchase vouchers that can be redeemed for specific experiences at participating suppliers. Revenue is generated through the markup on experiences compared to supplier wholesale pricing. Gift cards are also sold as standalone products with stored value.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Virgin Experience Days is a UK-based online marketplace that sells gift vouchers and experience packages across more than 5,000 curated experiences, including driving, flying, dining, spa, adventure, short breaks, theatre, sports, and watersports. Customers purchase e-vouchers or gift cards that recipients redeem with third-party experience suppliers, with 12-month voucher validity, free exchanges, and instant e-voucher delivery. A corporate gifting program serves business customers for employee rewards, client gifts, and corporate events.

Product overview

Virgin Experience Days is an experience gift company offering a marketplace of over 5,000 curated experience vouchers across multiple categories including Days Out & Tours, Driving Experiences, Food & Drink, Afternoon Tea, Spa & Beauty, Adventure Days, Flying Experiences, Short Breaks, Theatre/Music/Events, Sports, Animal Experiences, Arts & Craft, Watersports, Photoshoots, and At Home Experiences. The core offering consists of gift vouchers and e-vouchers for experiences that recipients can book and enjoy. Additional tools include Gift Finder (personalized recommendations), Gift Cards (open-value vouchers), Gift Reminders (notification service), MemoryMakers (memory preservation), and Gift Collections (curated bundles). The company positions itself as a gifting platform with free exchanges, flexible booking, and e-voucher delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Days Out & Tours Curated experience gifts including family days out, London tours, theme parks, steam trains, boat cruises, museums, gardens, and immersive experiences. Targeted at consumers and gift buyers across the UK.
• Driving Experiences Supercar driving experiences, junior driving, classic cars, motorbikes, Silverstone experiences, Aston Martin drives, drifting, tank driving, muscle cars, off-road 4x4, go-karting, and factory tours. Targeted at consumers buying gift experiences for petrol-heads and thrill seekers.
• Food & Drink Experiences Dining experiences, food tours, Gordon Ramsay restaurants, Fortnum & Mason offerings, drinks experiences, cocktail making, wine tasting, beer experiences, cooking classes, chocolate making, and celebrity chef experiences. Targeted at consumers buying foodie gifts.
• Afternoon Tea Afternoon tea experiences for two, including luxury afternoon tea, Fortnum & Mason afternoon tea, and afternoon tea in London. Targeted at consumers purchasing gifts for couples and special occasions.
• Spa & Beauty Spa days, spa breaks, spa days for two, Bannatyne spa days, Lush spa experiences, beauty treatments, photoshoots, and wellbeing/fitness experiences. Targeted at consumers buying relaxation gifts.
• Adventure Days Indoor skydiving, ziplining, axe throwing, Segway experiences, Go Ape, escape rooms, paintballing, bungee jumping, virtual reality experiences, and climbing. Targeted at consumers buying gifts for thrill seekers and adrenaline lovers.
• Flying Experiences Flying lessons, hot air balloon rides, helicopter flights, skydiving, Spitfire experiences, and flight simulator sessions. Targeted at consumers buying premium experiential gifts.
• Short Breaks One and two night breaks, spa breaks, romantic getaways, glamping, city hotel breaks, London hotel breaks, coastal breaks, and countryside hotels. Targeted at consumers buying romantic and getaway gifts.
• Theatre, Music & Events Theatre tickets, London theatre hotel breaks, theatre and dining packages, music events, sporting events, and comedy nights. Targeted at consumers buying entertainment gifts.
• Sports Experiences Football tours, golf, rugby, fishing, shooting, cricket, and sports/stadium tours. Targeted at sports enthusiasts and gift buyers.
• Animal Experiences Zoo and safari park visits, aquarium experiences, horse experiences, falconry, and animal walking experiences. Targeted at consumers buying gifts for animal lovers.
• Arts & Craft New skills workshops, perfume making, photography, candle making, pottery, jewellery making, and blacksmith/forging experiences. Targeted at consumers buying creative and skill-based gifts.
• Watersports White water rafting, boat cruises, sailing, kayaking, paddleboarding, surfing, and powerboat experiences. Targeted at consumers buying outdoor and water-based gifts.
• Photoshoots Family photoshoots, couples photoshoots, pet photoshoots, and photography classes. Targeted at consumers buying personal and memorable gifts.
• At Home Experiences Home date nights, hampers, chocolate gifts, floristry classes, and subscription gifting. Targeted at consumers seeking home-based gifting alternatives.
• Gift Collections Curated gift voucher collections such as The Ultimate Collection, designed for specific occasions and recipients. Targeted at consumers seeking bundled multi-experience gift options.
• Gift Cards Virgin Experience Days gift cards with variable stored value that allow recipients to choose their own experience from the catalogue. Targeted at gift buyers who want to let the recipient select an experience.
• Gifts for Good Ethically-focused gift collection where a portion of proceeds supports charitable causes, featuring experiences such as glamping at The Quiet Site and visits to Kew Gardens. Targeted at consumers seeking ethical and cause-driven gifting options.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• Go ApecoreOthersOutdoor adventure experience provider offering treetop challenge experiences at 35+ UK locations. Featured as 'Virgin Loves' partner with prominent product placement on website.
• Bannatyne Health Clubs and SpascoreOthersSpa and wellness provider with 39 locations across the UK. Major supplier of spa day experiences, offering multiple treatment packages.
• Zip WorldcoreOthersWelsh adventure company offering zip lines, forest tubing, and outdoor experiences. Featured as 'New Locations' partner with multiple UK sites.
• Gordon RamsayflagshipOthersMichelin-starred chef offering multiple dining experiences including Lucky Cat Mayfair, Bread Street Kitchen, and related restaurant partnerships. Prominent brand association.
• Marco Pierre WhiteflagshipOthersCelebrity chef with multiple London restaurant partnerships including London Steakhouse Co. Featured prominently across multiple experience packages.
• Fortnum & MasonflagshipOthersLuxury department store and tea salon offering afternoon tea experiences. Exclusive partner for Diamond Jubilee Tea Salon experiences.
• Alton Towers ResortcoreOthersMajor theme park offering resort visits and packages. Featured with exclusive deals and flash sales on the platform.
• Silverstone CircuitcoreOthersIconic racing circuit offering driving experiences and packages. Featured as 'Virgin Loves' partner for Formula single seater experiences.
• iFLY Indoor SkydivingminorOthersIndoor skydiving operator offering experiences at multiple UK locations including Birmingham.
• The View from The ShardflagshipOthersIconic London attraction frequently bundled with dining experiences. Multiple packages available combining Shard visits with restaurant meals.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Red Letter Days: UK-headquartered experience gift voucher marketplace offering thousands of experiences across driving, dining, spa, and short breaks. Most direct head-to-head competitor to Virgin Experience Days with overlapping supplier base and similar DTC + corporate gifting model.
• Buyagift: One of the largest UK experience gift companies (part of the Smartbox Group), offering a wide range of experience vouchers and gift cards. Competes directly with Virgin Experience Days on product breadth, pricing, and gift occasions.
• Activity Superstore: UK experience gift retailer offering a curated catalogue of activity-based experiences including driving, flying, and adventure days. Competes in the same voucher-led, consumer gifting segment as Virgin Experience Days.
• Into the Blue: UK experience days marketplace with a strong catalogue in flying, water sports, and adventure experiences. Comparable to Virgin Experience Days on the experience-gift marketplace model and curated 3rd-party supplier aggregation.

Regional players

• Cloud 9 Living: US-based experience gift marketplace offering thousands of experiences similar to Virgin Experience Days. Comparable business model and product breadth but operates in North America rather than the UK market.

Emerging players

• Tinggly: Global experience gift brand offering 'experience gifts' in 100+ countries. Smaller catalogue depth than Virgin Experience Days but overlaps in positioning around 'anti-material' gifting and experience vouchers.
• Prezola: UK online gift list service with curated experience and product vouchers including honeymoons and experiences. Comparable on the gift-occasion-driven e-commerce and curated experience voucher offering, though anchored in wedding gifting.

Broad incumbents

• Smartbox Group: European leader in experience gift boxes and voucher solutions, parent of Buyagift and a major European competitor. Comparable in the broader experience gifting category with multi-brand portfolio and UK presence.
• Not On The High Street: UK online marketplace for curated gifts and homeware from independent brands. Adjacent rather than direct overlap; competes for the same gift-purchase occasions but operates in physical goods versus experience vouchers.

Others

• Virgin Wines: Fellow Virgin Group UK consumer brand operating wine gifting/subscription DTC e-commerce. Comparable as a Virgin-ecosystem consumer gifting business with similar digital direct-to-consumer DNA, though different product category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/virginexp
• YouTubeyoutube.com/c/virginexperiencedays
• Facebookfacebook.com/virginexperiencedays
• Instagraminstagram.com/virginexperiencedays
• LinkedInlinkedin.com/company/virgin-experience-days

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Virgin Experience Days