Virgin Atlantic is positioning artificial intelligence as a tool to improve premium travel while preserving the human service that underpins its brand. Corneel Koster, the airline’s chief executive, tied that approach to rising demand for higher-yield cabins as Virgin Atlantic prepares more Upper Class and Premium seating on upcoming Airbus A330neo deliveries and later Boeing 787-9 refits.
Koster described the carrier’s differentiator as its “human sparkle”, arguing that travellers remember feeling seen, cared for and looked after in style. The airline’s use of AI is aimed at removing friction, supporting personalisation and helping staff, while leaving judgement and guest interaction to people where it matters most.
The strategy sits alongside a broader premium push across the network. Virgin Atlantic is increasing premium seating capacity, refreshing its Clubhouses and continuing to invest in cabin product as it targets travellers willing to pay for a higher-touch experience. The message is clear: technology should sharpen service, not dilute the human connection that the airline sees as central to its long-haul proposition.