Richard Branson’s Virgin cruise line will sail under the name Virgin Voyages. The first sailing will be to the Caribbean and is scheduled for 2020.

The English magnate Richard Branson has announced the launch of his new cruise ship brand at the Faena Hotel Miami Beach promising to shake up the cruise industry.

The company officially announced that it had signed a multi-billion-dollar ship building contract with Italian shipyard Fincantieri for the new three 110,000-ton, 2,700-passenger ships. The Italian shipyard will begin building the ships in February.

The vessels will be considered mid-sized compared to the 5,000-passenger plus ships of the three major lines Royal Caribbean International, Carnival Cruise Line and Norwegian Cruise Line that sail from South Florida.

In addition, Branson said, as part of its environmentally-friendly initiatives, his Virgin Voyages would be the first major cruise line to adopt a new clean energy technology that transforms waste heat from ship engines into electricity for onboard use. The new clean energy technology will be introduced to Virgin Voyages’ships in partnership with Swedish clean energy company Climeon Ocean. Six Climeon Ocean systems will be installed on each of the three ships.  They transform low-grade energy into clean electricity and create savings of 5,400 tons of carbon dioxide annually per ship.

The construction of the first ship will begin next year. The vessel is scheduled to arrive in Miami by 2020, while the second and third ships are planned to be delivered in 2021 and 2022, respectively.