Virgin Atlantic has unveiled a sweeping transformation of its guest offering, placing personalisation, premium comfort, and digital innovation at the heart of its future travel experience. From terminal to touchdown, the airline is rolling out a host of initiatives designed to elevate every step of the journey – all backed by a $17 billion investment in fleet and product innovation.
“In the last four decades, we’ve evolved from a challenger to a leader and a premium, long-haul flag carrier,” said Shai Weiss, CEO, Virgin Atlantic. “We exist to make our customers smile, it’s that simple – obsessing over finding new ways to delight our guests, delivered by our amazing people, on our journey to become the most loved travel company. We are investing billions to fly the youngest fleet across the Atlantic; the first UK airline to have free, streaming quality, fleet-wide WiFi; more premium cabins and a full retrofit of the 787 fleet; alongside a new app featuring the world of Virgin Atlantic in your pocket, all delivered by our amazing teams. The best is yet to come.”
Launching in December 2025, Virgin Atlantic’s new mobile app – The World of Virgin Atlantic in Your Pocket – is poised to redefine digital engagement for travellers. More than a booking tool, the app will act as a personalised travel companion, integrating airline and holiday journeys into one seamless experience. Designed for Flying Club members but accessible to all, it will deliver real-time updates, native iOS and Android features, and smart notifications tailored to each guest’s journey.
The app will also serve as a platform for Virgin Atlantic’s industry-first partnership with OpenAI and Tomoro.ai, enabling an emotionally intelligent AI concierge service powered by real-time voice interaction. The concierge will support travellers through every phase of their trip – from itinerary planning to airport navigation – and can assist in multiple languages via voice or text, reflecting the airline’s commitment to inclusivity and accessibility.
Virgin Atlantic’s investment in guest experience extends well beyond the digital. The airline is significantly expanding its premium offering across its fleet, responding to growing demand for high-comfort travel. From Q3 2026, ten new Airbus A330neo aircraft will enter service, featuring larger premium cabins with 48 Upper Class, 56 Premium, and 128 Economy seats – a sharp upgrade from the previous configuration. For the first time, these aircraft will feature six Retreat Suites – Virgin Atlantic’s most spacious and luxurious seating to date. Designed for comfort and connection, each suite offers a fully flat 6ft 7-inch bed, 27-inch touchscreen with Bluetooth, wireless charging, and an ottoman that doubles as a social space for up to four guests to dine, work or relax together.
The Boeing 787-9 fleet will also undergo a full cabin redesign beginning in 2028, adopting the same A330neo-inspired interior. Premium seat counts will increase significantly – Upper Class rising to 44 seats (from 31) and Premium to 56 (from 35). The Retreat Suite will also debut on the 787-9s, further unifying the premium experience across aircraft types.
In a move set to redefine inflight connectivity, Virgin Atlantic will become the first UK airline to offer free, unlimited, streaming-quality WiFi fleetwide, thanks to a new partnership with Starlink. Available to all Flying Club members, the service will begin rolling out in 2026 and complete by the end of 2027, ensuring every traveller can stay connected at 38,000 feet just as they do on the ground.
Recognising that loyalty isn’t just about frequency, Virgin Atlantic is refreshing its Flying Club programme to celebrate guests with long-term relationships, even if they don’t fly frequently enough to meet traditional tier thresholds. This follows a string of customer-friendly changes, including reward flights counting toward status, non-expiring points, and guaranteed reward seat availability.
Virgin Atlantic is also investing in its ground experience, with major upgrades planned for its iconic Clubhouses at London Heathrow and New York JFK following the success of its newly opened Los Angeles Clubhouse. Designed as elevated spaces of calm and comfort, Clubhouses continue to reflect the airline’s commitment to premium hospitality.
A recent partnership with Votary will also bring sustainable luxury skincare products to Upper Class amenity kits starting in 2026 – adding another layer of wellness and indulgence to the inflight experience.
With a fleet of 45 next-generation aircraft by 2028 – including A330-900s, A350-1000s, and refreshed 787-9s – Virgin Atlantic is investing not only in efficiency, but in a future where travel feels more intuitive, comfortable, and connected.
“Our announcements today provide a snapshot into the future of how we care, serve, and delight every single one of our guests,” said Siobhan Fitzpatrick, CXO, Virgin Atlantic. “Every new product, partnership and platform unveiled has been shaped by guest insight and fuelled by our people’s ingenuity. We understand who our guests are and everything we do begins with them, as we use our insights to create thoughtful experiences that feel brilliantly different at every opportunity.”
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