Virgin Atlantic launches AI-powered digital Concierge to enhance CX with personalisation

Virgin Atlantic has unveiled the full rollout of its innovative Virgin Atlantic Concierge across both the Virgin Atlantic and Virgin Atlantic Holidays websites, giving every customer access to an intelligent, always-on travel companion that aims to redefine how journeys are planned and booked.

Powered by OpenAI and built in partnership with Tomoro, Virgin Atlantic’s digital Concierge is designed to combine “the warmth and personality” of Virgin Atlantic with cutting-edge artificial intelligence (AI) technology. Whether guests are seeking the perfect getaway, exploring Virgin Atlantic Holidays, or booking their next flight, the Concierge listens, understands, and curates tailored recommendations in real time, offering a seamless way to plan, book, and dream about future travels through natural conversation. Guests can choose to tap, type or talk, enjoying effortless interaction however they prefer.

“We’re excited to introduce our new Concierge service, now live for guests across Virgin Atlantic and Virgin Atlantic Holidays websites,” said Virgin Atlantic Chief Experience Officer Siobhan Fitzpatrick. “Our new Concierge reimagines how we connect with our guests. It listens, understands, and responds helping to plan holidays and flights with the same intuitive care you’d expect from our teams. Our aim is to deliver brilliantly different experiences while continuing our evolution from challenger to leader in premium travel. The launch of our new Concierge brings that philosophy to life, making travel feel personal, blending the warmth of our people with the power of technology to make every journey effortless. It’s another step on our journey to become the most loved travel company, redefining what premium service means in the digital age. The launch marks another milestone in Virgin Atlantic’s mission to create brilliantly different experiences across every touchpoint on the ground, in the air, and now online. With travel planning, the Virgin way.”

Using the latest in multi-modal AI technology, the Concierge learns traveller preferences and draws on details shared by guests to recommend the best options for flights, holidays, and more.

Beyond trip planning, the Concierge supports Flying Club queries and general customer assistance, creating a seamless, personalised digital experience.

“We’re proud to help Virgin Atlantic bring the benefits of AI to every part of its business – from giving employees smarter tools to powering new customer experiences,” said OpenAI EMEA Enterprise Leader Nicolai Skabo. “With its new digital Concierge, Virgin Atlantic is integrating advanced intelligence into each stage of travel. Travellers get personalised support by voice, image, or text showing how leading brands like Virgin Atlantic can deliver intuitive, on-brand service at scale to elevate service and streamline operations.”

The launch of Concierge coincides with the upcoming introduction of the airline’s new mobile app. The app is designed to put the world of Virgin Atlantic in the pocket of every guest, seamlessly integrating both airline and holiday journeys into one intuitive platform. Together, the Virgin Atlantic Concierge and mobile app mark a new chapter in the airline’s commitment advancing personalisation, blending cutting-edge technology with warmth and service.

“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,” said Tomoro Co-founder and Head of Design Sam Netherwood. “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.”

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