London (CNN Business) Richard Branson is sailing into new waters with the launch of his first cruise liner, making a bold pitch to younger travelers at an undeniably awkward time for the industry.

The Virgin founder launched the Scarlet Lady on Friday, hoping its modern design and adults-only rule will prompt younger vacationers to take a fresh look at cruises.

Scarlet Lady: A rendering of Virgin Voyages' first ship, the Scarlet Lady, due to set sail in 2020. Click on for a sneak peek of the ship's luxury "RockStar" suites.

Scarlet Lady: A rendering of Virgin Voyages' first ship, the Scarlet Lady, due to set sail in 2020. Click on for a sneak peek of the ship's luxury "RockStar" suites.

Athletic Club: Muay Thai at sea? The ship's Athletic Club comes with a boxing ring.

Athletic Club: Muay Thai at sea? The ship's Athletic Club comes with a boxing ring.

Buffet-free zone: The ship will feature over 20 dining and drinking options but no buffets or main dining rooms like you'd find on traditional cruise ships.

Buffet-free zone: The ship will feature over 20 dining and drinking options but no buffets or main dining rooms like you'd find on traditional cruise ships.

Gorgeous Suite Terrace: All of the Mega RockStar suites will come with open-air "Peek-a-View" showers.

Gorgeous Suite Terrace: All of the Mega RockStar suites will come with open-air "Peek-a-View" showers.

The Bathrooms: Suites feature top to bottom marble bathrooms with dichroic glass windows and shower doors.

The Bathrooms: Suites feature top to bottom marble bathrooms with dichroic glass windows and shower doors.

Not your average cruise ship: A rendering of the Massive Suite's bedroom. Virgin Voyages is targeted at travelers who might not normally consider cruising.

Not your average cruise ship: A rendering of the Massive Suite's bedroom. Virgin Voyages is targeted at travelers who might not normally consider cruising.

Massive Suite: There's a private terrace at the front of the ship, complete with a hot tub and runway-style table for entertaining.

Massive Suite: There's a private terrace at the front of the ship, complete with a hot tub and runway-style table for entertaining.

Party like a rock star: It also features a music room stocked with guitars, an amp and a special private lookout point.

Party like a rock star: It also features a music room stocked with guitars, an amp and a special private lookout point.

Massive Suite: The living space in the Massive Suite has a stocked bar and turntable area.

Massive Suite: The living space in the Massive Suite has a stocked bar and turntable area.

RockStar Suites: The ship's 78 luxury "RockStar Suites" will be located on the ship's 15th deck. Leading the luxury pack are 15 "Mega RockStar Suites," which are categorized as Massive, Fab, Posh and Gorgeous Suites. Pictured is a rendering of the Posh Suite's living room.

RockStar Suites: The ship's 78 luxury "RockStar Suites" will be located on the ship's 15th deck. Leading the luxury pack are 15 "Mega RockStar Suites," which are categorized as Massive, Fab, Posh and Gorgeous Suites. Pictured is a rendering of the Posh Suite's living room.

The ship has docked at the Port of Dover in England and will enter operation in April, mainly offering trips around the Caribbean from a base in Miami.

"The Scarlet Lady is truly special and we've worked with some of the world's most sought-after designers, artists and architects to craft an extraordinary experience," Branson said as he presented the ship to the media on Friday.

But the launch comes as another liner — the Diamond Princess — reaches the end of a 14-day quarantine amid the coronavirus outbreak. A total of 624 confirmed cases of the virus have been linked to the ship during its isolation in Tokyo Bay, with 79 new cases confirmed on Wednesday.

A rendering of the ship's Korean restaurant, Geonbae, where top-shelf soju shots are on the house.

Having tested the waters of just about every other travel business over the course of his lengthy career, fixing his name to trains, planes and spaceships after initially launching Virgin as a record store, the entrepreneur says the launch of the ship marks the realization of a long-held ambition.

"I have dreamed of starting my own cruise line since I was in my 20s and I'm thrilled that moment has arrived," he said.

Branson's pursuit of young vacationers has yielded features not found on many other cruise ships: There's a stripey drinking spot called Razzle Dazzle, a Korean eatery called Geonbae and a tattoo and body piercing parlor dubbed Squid Ink.

The ship also features 78 luxury RockStar Suites. Those include 15 Mega RockStar Suites, which are further divided into Massive, Fab, Posh and Gorgeous Suites. Prices for those come in at around $19,000 per cabin, while the cheapest cabins start from around $1,600 for three- and four-day tours.

Meanwhile, Branson has been busy boasting of the liner's "most grammable spot," a dark multi-mirror room adorned with hundreds of white lights.

Looking for the most grammable spot on board Scarlet Lady? @richardbranson has you covered🤳🏼 pic.twitter.com/TZXgQ6Ms8h — Virgin Voyages ⚓️ (@VirginVoyages) February 20, 2020

Putting aside fears over the coronavirus, the cruise holiday industry is picking up steam. In 2019, 30 million passengers were expected to cruise , up from 17.8 million a decade earlier, according to the Cruise Lines International Association.

That rapid growth brings its own problems, however. Congestion at ports around the world has sparked complaints from locals, and the environmental impact of high-polluting ships is coming under renewed scrutiny — particularly among the younger travelers Branson is hoping to attract.

Branson touts 'a voyage like no other'

Branson is taking to the seas with a healthy tailwind behind him; shares of his Virgin Galactic venture have skyrocketed nearly 200% since the company went public last October, boosted by optimism about the company's plans to launch a commercial space service.

Forbes, in its most recent annual list of the world's billionaires, estimated Branson's net worth at $4.1 billion.

The Scarlet Lady is the first of three planned ships from Virgin Voyages, the cruising arm of Branson's empire, which he set up in late 2014. Two more are due for delivery in 2021 and 2022.

The vessel weighs 60,000 tons, according to the Virgin Voyages website.

According to the ship's builder, Fincantieri, it stretches 278 meters long and 38 meters wide. With 1,430 cabins, it will carry more than 2,770 passengers and 1,160 crew.

The designers behind the suites say they called on Virgin's rock and roll heritage, with rooms featuring nods to icons including Grace Jones, and sailors can expect a retro-futurism vibe throughout the ship's accommodation.

For customers with especially deep pockets, the Massive Suite will feature a music room stocked with guitars, an amp and a special private lookout point at the front of the ship.

It's also got a private terrace with a standing hot tub, a large "runway" table for entertaining guests and an open-air "Peek-a-View" shower that offers sea views.

And all suite guests will have access to Richard's Rooftop, an "exclusive chic outdoor lounge."

Branson is hoping to mitigate environmental concerns by banning single-use plastics aboard the ship.

He says his own business expertise has informed the project from the beginning. "The benefit of our five decades in business in so many industries is that we can offer a voyage like no other," he said in a press release on Friday.