There are new reports of Richard Branson planning to enter the cruise industry through his Virgin Group. Similar reports circulated a few years ago, but never materialized.

The latest rumors are vague on details, but noting the raising of funds to acquire vessels. But to be competitive in today’s market, second-hand tonnage would not be the way go, especially when sources suggest that Branson sees an opportunity to refresh the cruise product.

The cards are also stacked against a Virgin launch with dominant players competing in all the major markets.