Virgin Atlantic's debut travel concierge, powered by OpenAI, allows guests to plan, book and manage flights and holidays through natural conversation using voice, text or images. Olivia Palamountain reports

Virgin Atlantic has completed the full rollout of its new Virgin Atlantic Concierge, giving every guest access to an intelligent, always-on digital travel companion designed to reshape how journeys are planned and booked.

Powered by OpenAI and built in partnership with Tomoro, the concierge combines advanced AI capabilities with Virgin Atlantic’s distinctive warmth and personality. Guests can use voice, text or images to explore destinations, plan holidays or book flights, choosing to tap, type or talk depending on their preference.

Using the latest multimodal AI technology, the concierge learns traveller preferences and draws on details shared during conversations to curate tailored recommendations in real time. From flights and holidays to broader travel inspiration, the experience is designed to feel intuitive, hands-free and deeply personalised, offering support whenever it is needed and wherever guests are.

Beyond trip planning, the concierge also handles Flying Club queries and general customer assistance, creating a single digital touchpoint that reflects Virgin Atlantic’s service ethos in an online environment. The airline describes the experience as “Virgin, done digitally”, focused on personalisation, ease and genuine human connection.

The launch coincides with plans for a new Virgin Atlantic mobile app, due to be introduced from 2026. The app is designed to bring together airline and holiday journeys in one intuitive platform, placing the full Virgin Atlantic ecosystem in the pocket of every guest.

Siobhan Fitzpatrick, chief experience officer at Virgin Atlantic, says the concierge represents a new way of connecting with customers. “Our new Concierge listens, understands and responds, helping guests plan holidays and flights with the same intuitive care they would expect from our people. It blends the warmth of our teams with the power of technology to make every journey feel effortless.”

Nicolai Skabo, EMEA enterprise leader at OpenAI, says: “Virgin Atlantic is integrating advanced intelligence into each stage of travel, delivering personalised support by voice, image or text while maintaining an on-brand experience at scale.”

Sam Netherwood, co-founder and head of design at Tomoro, adds: "We've worked closely with Virgin Atlantic to capture what makes their service special: the warmth, the expertise, the personal touch their team brings to every interaction. Using OpenAI's technology and our expertise building intelligent customer service experiences, we've helped bring Virgin Atlantic's exceptional hospitality to digital channels.

“It was critical that the Concierge isn't just another chatbot. We’ve designed and built a Concierge experience that actually listens to guests, responds in a way that feels natural and curates and visualises travel plans in a way you simply can’t do traditionally."