Virgin Voyages is rolling out a plan to help quell passenger fears over the coronavirus ahead of its anticipated October debut.

The Richard Branson-backed, adults-only cruise line announced Thursday its Voyage Well program, including testing, tracing, screening and a shipwide air purification system the company said is extremely effective in fighting the respiratory illness.

"We appreciate some people will be apprehensive about travelling, so we are committed to being led by science and creating ways to give people confidence to explore the world while feeling safer, more relaxed...