Virgin Atlantic has announced that Juha Jaervinen, Chief Customer Officer (CMXO) & Executive Vice President, will deliver the opening keynote at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events taking place in Dublin from 9-11 June 2026.
A member of the Executive Board, Juha is responsible for shaping and delivering the end-to-end Virgin Atlantic customer experience – from brand, marketing, communications and PR, to loyalty, insights, customer experience design and journeys, cabin & inflight services, customer centres and Clubhouses.
In this keynote session, Juha will share how Virgin Atlantic creates its award-winning premium experience, delivered by its people, enabled by technology, and spurred by a challenger spirit that means it is continually innovating to build one of the industry’s most loved customer propositions.
Drawing on 42 years of disrupting the status quo, Juha will share the ingredients behind the airline’s NPS success, including recent investments in the end-to-end customer experience – superfast, free Starlink Wi-Fi; refreshed Clubhouses at London Heathrow and JFK; and a 30% increase in Upper Class and Premium seating across the youngest fleet across the Atlantic. Juha will also highlight how innovative use of AI is helping to serve Virgin Atlantic’s customers more personally and unlock new revenue opportunities, combined with the warm, distinctive human touch that defines the brand. Just weeks ago, Virgin Atlantic launched a new app integrated with an AI-powered Concierge and became the first airline in the world to launch an app within ChatGPT.
APEX FTE EMEA and APEX FTE Ancillary & Retailing will bring together more than 600 senior air transport industry executives in Dublin under the theme ‘Transformative Approaches & Business Models’. The events will feature conference tracks focused on AI, Digital Transformation, Smart Ramp & Baggage Innovation, and Ancillary Revenues & Retailing, alongside an exhibition, networking events, awards ceremonies and collaborative industry sessions.
More than 100 airlines and airport operators from across the EMEA region and beyond are already confirmed to attend.
Members of the media interested in attending APEX FTE EMEA and APEX FTE Ancillary & Retailing can apply for a complimentary media pass by contacting the FTE Team here.
Register for the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events – free for airlines, low-cost for airports >>You may also be interested in
12 technology and CX trends that can enhance airline and airport operations in 2026
FTE launches new podcast to explore the realities of successful innovation
ADR, MUC, AMS, IST, LHR, DOH & more among FTE Airport Digital Transformation Power List EMEA 2026
