A slew of tantalising CX updates proves Virgin Atlantic is serious about its goal of becoming 'the most loved travel company'. Robbie Hodges reports

Innovation has always been central to the Virgin Atlantic brand. This commitment was on full display last night at its customer experience showcase in London, where the airline’s Chief Experience Officer, Siobhan Fitzpatrick, unveiled a series of bold rollouts set to transform the passenger journey in the years ahead.

Hosted at Frameless, the immersive exhibition space in London, the event included 90 minutes of announcements followed by a hands-on showcase. Press, partners and a select group of loyal customers were invited to explore the innovations within a reimagined version of the airline’s LAX Clubhouse.

The updates touched on everything from flying taxis and a sweeping fleet retrofit to cutting-edge onboard connectivity, each innovation tied to Virgin Atlantic’s three core CX pillars: travel, entertainment, and hospitality.

Travel: Fewer economy seats, more premium and upper class

The most significant update on the travel front is a US$17 billion transformation of Virgin Atlantic’s entire fleet. By 2028, the airline aims to fly 100% next-generation fuel-efficient aircraft, including 19 Airbus A330-900s, 12 Airbus A350-1000s and 14 Boeing 787-9s.

Existing Boeing 787s will be retrofitted to mirror the design and feel of the A330neo, which has received record-breaking customer satisfaction scores. This retrofit will reduce the number of economy seats from 192 to 127, reallocating space to premium and upper class cabins. The luxurious Retreat Suite – featuring a 6ft 7in seat that converts into a fully flat bed and can host dinner for up to four – will be introduced on the 787, with eight Retreat Suites in each Upper Class cabin.

This emphasis on premium over economy extends to the incoming A330neos as well, each of which will include six Retreat Suites.

Entertainment: Streaming-quality wifi and an AI-powered concierge

Arguably the most compelling update from a consumer perspective was the introduction of streaming-quality wifi powered by Starlink, rolling out across the entire fleet. Virgin Atlantic becomes the first UK airline to offer this level of connectivity, echoing similar announcements from AirFrance and Scandinavian Airlines. Flying Club members will enjoy unlimited access, while non-members will have a limited-use option.

From a trend perspective, one of the more intriguing innovations is Virgin Atlantic Concierge – an AI-powered travel companion developed in partnership with OpenAI and Tomoro.ai. This chatbot has been trained on insights from Virgin Atlantic’s ground staff to replicate the brand’s distinctively empathetic, confident, and occasionally cheeky tone of voice.

Available via the new Virgin app, Concierge will be able to generate itineraries and personalised recommendations based on user history and loyalty data. It will also assist with in-trip questions, offer restaurant and activity suggestions, and help resolve logistical challenges.

The new Virgin app, which houses Concierge, will also double as a digital wallet – potentially storing passengers’ passports for a more seamless flying experience. Although the airline didn’t make a formal announcement on the passport functionality, an immersive display teased the feature with a suggestive screengrab.

Additionally, Virgin Atlantic reiterated its partnership with Joby, the flying taxi provider, previously covered by Globetrender earlier this year.

Hospitality: Elevated Clubhouses and signature experiences

Virgin Atlantic’s exclusive Clubhouses (airport lounges reserved for Upper Class passengers) are also in line for multi-million dollar investment. Following the opening of the LAX Clubhouse in March 2025, the airline plans to refurbish its Heathrow and JFK lounges. While additional locations remain under wraps, the team hinted that more Clubhouses are on the horizon.

The showcase also spotlighted  The Signature Ten, a curated selection of ten bespoke food and beverage items created by the airline, including ‘The Clubhouse Burger’ and ‘Cherry Pie in the Sky’ ice cream. Seven of these are already available in-flight, with the remaining three in development.

To elevate the onboard wellness experience, Votary’s plant-based skincare products will be introduced in Upper Class amenity kits starting in 2026.