article_snippet: Ltd over plans by the British billionaire to launch the British billionaire own luxury cruise line.
article_snippet: Veitch alleges he presented  a plan to Virgin in 2011 to launch a new cruise line focused on two 'ultra ships' that would give Virgin a foothold in the hard-to-enter but highly profitable luxury cruise industry, according to the complaint.
article_snippet: Sir Richard and Virgin Group first looked at the cruise market in the late 1970s, 'and our current team has been exploring the opportunity for more than a decade,Virgin Group Virgin Group said in an emailed statement on Wednesday. '
article_snippet: Virgin in December announced the formation of Virgin Cruises, which intends to sail out of Miami.
article_snippet: It's one of the newest of Sir Richard's numerous business ventures, which include airlines, the Virgin Galactic spacecraft, a music label, book publishing, a travel agency, hotels and mobile phone services.
article_snippet: As CEO of the new Virgin Cruises Branson hired Tom McAlpine, former president of the Disney Cruise Line, a unit of
article_snippet: Walt Disney Co. According to the lawsuit, the plan was initially brought to Virgin by Veitch, who after analysing the cruise industry concluded that a well-known brand such as Virgin could break into the business profitably by building a pair of so-called 'ultra' ships.
article_snippet: These vessels, such as Royal Caribbean International's 'Oasis of the Seas' ship, feature a wide array of on-board attractions and command premium prices.
article_snippet: Richard Branson announced in December Richard Branson intention to form Virgin Cruises, that sail out of Miami, US (File Photo)
article_snippet: Upon recognizing the potential for Virgin Cruises to be one of Virgin's 'biggest, sexiest businesses,' however, the dark side of Virgin quickly emerged,' the filing says, citing language used by Richard Branson in a video shot in 2012.