Hello, Pete Miles-Prouten.
Each new virtual machine is considered a different PC. Only the full standalone version of Windows 11 has the right to transfer to another device. If you have exactly such a license, then try running the Command Prompt as an Administrator and run the commands in order.:
slmgr.vbs /ipk <ProductKey>
slmgr.vbs /ato
(where <ProductKey> is a 25-digit product code)
After executing the commands, restart the PC and check for activation after 5-10 minutes.
If the problem persists, contact a Microsoft support specialist in the chat. To do this, log in to your Microsoft account on the https://support.microsoft.com/en-US/home/contact?SourceApp=smc2&ContactUsExperienceEntryPointAssetId=www.microsoft.com
In the search bar, type (without quotes) "agent support" and press Enter or click on Get Help. Ignore the search results, and click on the "Contact Support" button at the bottom. On the next page, select "Windows" and "Technical Support" from the drop-down lists, and then click on "Confirm". Next, select the chat "Chat with a support agent in your web browser". A chat window will open in a new tab. Wait for the operator to respond and describe the situation to him.
Note. The chat is available during business hours and on business days according to US time.