AI STRATEGY
V irgin Atlantic has rolled out its AI-powered Concierge service across the Virgin Atlantic and Virgin Atlantic Holidays websites. Built with OpenAI and digital design firm Tomoro, the system lets customers plan and book travel through text, voice or image inputs.
The Concierge handles flight searches, holiday bookings, Flying Club loyalty queries and general support questions. It learns preferences from conversations and suggests relevant options. A mobile app launching in 2026 will bring the same functionality to smartphones.
“ 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,” says Siobhan Fitzpatrick, Chief Experience Officer at Virgin Atlantic.
The airline had been testing enterprise AI for several years before committing to OpenAI as a primary partner. That decision came after running pilots with ChatGPT Enterprise across internal teams, according to Oliver Byers, Chief Financial Officer at Virgin Atlantic.
Why Virgin Atlantic’ s CFO backed enterprise AI spending For Oliver, the investment case was straightforward. Virgin Atlantic competes against larger carriers with deeper resources, so technology offers a way to close the gap.
“ Being a smaller airline compared to our global competitors means we need to find smart ways to offset scale disadvantages. Leading-edge technology gives us that edge,” he says.
140 February 2026