Our story
Since Virgin Atlantic launched, it’s held the imagination of the travelling public
It’s easy to look to things like innovative products and services, glamorous destinations and charismatic crew in bright red uniforms as the reasons for our success. But these are just part of our story. The personality and language of our brand plays a major role too, and to get a grasp on why, it’s useful to look at our past.
When we first started flying in 1984, the world was changing rapidly. In the UK, boom time had arrived, and a lot of people had more money to spend, with a greater desire to explore the world. The airline world hadn’t changed much at all and there wasn’t much choice, each country only had its state owned legacy airline. Expensive, with little emphasis on the customers’ needs, if you needed to get somewhere, you only had one airline to choose from. And what a dull, grey experience that was.
The time was right for someone to come in and shake things up. And did we ever.
With a parent brand that had owned a music label and record stores, we used marketing and public relations to our advantage. Using the same skill we’d developed promoting the likes of Culture Club and Simple Minds, we set out to inspire the public to fly with us. We flew to desirable destinations. We came up with innovative new products and services that would make the journey much more fun. We hired happy people with lively personalities to be our cabin crew. And we didn’t charge the earth.
We gave people a choice. A bright red, fun, friendly, fabulous choice that made travel attainable for everyone. Back then, our personality was cheeky and over the top. We were a tiny airline up against much bigger players. We needed to use quite radical language to get attention. We were the airline that loudly proclaimed ‘BA doesn’t give a shiatsu’ to promote our onboard massages. ‘Play with yourself’ was the way we chose to advertise the first ever seatback games. Not exactly subtle, but it got us noticed.
Richard Branson, our enthusiastic chairman, did anything to get attention for his businesses, including hot air ballooning, abseiling down Manhattan high rises or kissing Spice Girls. The more he got in the news for his adventures, the more Virgin Atlantic became renowned as the airline you flew if you wanted an adventure. His personality became our airline’s personality. ‘Screw it, let’s do it’ was Richard’s philosophy, and it served us well too as we grew, launching new destinations and taking on the airline world with our emphasis on exceptional service. As we arrived in new markets, his fame had often beaten us there, and it was easy for us to tap into his personality to establish ours.
Throughout the 80s and early 90s, we continued to lead the pack. Sleepy legacy carriers were too slow, or too entrenched in their ways to catch up with us. And even if they did, we’d dream up something even more innovative. As our business established itself in markets appealing to business travellers, then our personality slowly had to change too. The cheeky language we’d employed to encourage people to fly with us on their holidays was no longer quite as appropriate to talk to a business audience. That said, we still managed to promote our seatback screens as ‘nine inches of pure pleasure.’
But as much as people enjoyed flying with us, we didn’t fly everywhere, so they often had to fly with somebody else. Eventually, our success led to the rest of the airline world starting to match our products and service. So the differences started to become, well, not that different.
As well as that, alliances like oneworld® and the Star Alliance arrived on the scene, with legacy carriers linking together to offer their passengers access to an even greater network, seamless travel and reciprocal frequent flyer benefits. While we made some moves to link up with others, we felt our strength was in our independence.
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12 Sep 24
NEWS
Virgin Atlantic opening LAX ClubhouseVirgin Atlantic plans to open a new Clubhouse airport lounge at Los Angeles International Airport early ...Read moreVirgin Atlantic opening LAX Clubhouse - News & announcementsVirgin Atlantic plans to open a new Clubhouse airport lounge at Los Angeles International Airport early next year. The lounge, located in the Tom Bradley International Terminal, will be just minutes away from the Virgin Atlantic gates at LAX. The Clubhouse will feature Virgin Atlantic’s signature amenities including an expansive bar and social area with table dining. There will be the ‘Royal Box’ VIP Booth and flexible seating areas to work or relax. The lounge will also display local art. To stay connected, there will be wireless charging, Bluetooth connectivity, and ample power outlets throughout the airport lounge, including at the bar and in private pods. The Virgin Atlantic Clubhouse will offer showers and changing facilities to freshen up before the flight. Corneel Koster, Chief Customer & Operating Officer, Virgin Atlantic, said; “We’re thrilled to bring our award-winning Clubhouse to Los Angeles.” “Our latest Clubhouse will have something special for every customer, plus some fun surprises you’d only expect from Virgin Atlantic.” The airport lounge will be open daily.Related News Stories: Virgin Atlantic pushes back Israel flight restart - TravelMole Virgin Atlantic SAF ad banned Virgin Hotels opening first London hotel this summer Virgin Atlantic's 100% SAF flight cut over 60% of emissions Virgin Atlantic, Kenya Airways announce airline codeshare pact EasyJet, Virgin Atlantic team up for pilot exchange programme Virgin Atlantic ditching Bahamas, Turks and Caicos routes What's new in Las Vegas - TravelMole Virgin Voyages cancels next Australia cruise season Airlines respond to CMA Heathrow Airport fees decision
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19 Mar 24
NEWS
Virgin Atlantic, Kenya Airways announce airline codeshare pactVirgin Atlantic and Kenya Airways have inked a new airline codeshare partnership agreement, providing greater ...Read moreVirgin Atlantic, Kenya Airways announce airline codeshare pact - News & announcementsVirgin Atlantic and Kenya Airways have inked a new airline codeshare partnership agreement, providing greater access to Nairobi and beyond into East Africa. The first phase of the agreement has now launched, which allows Virgin Atlantic customers to book flights on Kenya Airways' Heathrow to Nairobi service. In turn, Kenya Airways customers will soon have the opportunity to connect via London Heathrow onto Virgin Atlantic's Caribbean flights, including Barbados, the Bahamas, Grenada and St Vincent and the Grenadines. Kenya Airways is a fellow member of the SkyTeam alliance. Virgin Atlantic's Gold and Silver Flying Club members, along with Kenya Airways Asante Rewards Platinum and Gold members can take advantage of SkyPriority services at London Heathrow and Jomo Kenyatta International Airport. This provides priority check in, baggage handling and expedited boarding. Flying Club members can earn Virgin Points by booking luxury safari holidays through both Virgin Atlantic Holidays and Virgin Limited Edition. Juha Jarvinen, CCO at Virgin Atlantic, said: "We're delighted to launch our airline codeshare with Kenya Airways. As a fellow member of the SkyTeam alliance, we know our customers will enjoy a seamless travel experience.” "As the only UK airline to codeshare on the Nairobi route, we'll be providing more choice and flexibility for customers booking with Virgin Atlantic." Access to Kenya from the UK is now more seamless than ever before. From January this year, visitors from outside of Africa, including the UK, only require an online authorisation to travel to Kenya, instead of a full visa.Related News Stories: Over 10 million UK passengers disrupted during the winter Sponsored News: Vietnam Airlines to increase London flights ... Marriott - TravelMole
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27 Oct 23
NEWS
Virgin Atlantic dropping Austin flightsVirgin Atlantic will end Austin flights early next year. The route will be suspended due ...Read moreVirgin Atlantic dropping Austin flights - News & announcementsVirgin Atlantic will end Austin flights early next year. The route will be suspended due to ‘sofetening demand’ for business travel. It is specifically impacting the tech sector, the airline says. The last Austin flight departs from London on January 7, 2024. Customers scheduled to fly after this date will be offered rebooking options or a full refund. The route launched last year and is in competition with British Airways on the route. We’ve adored flying our customers to Austin but demand in the tech sector is not set to improve in the near term,” said Juha Jarvinen, Virgin chief commercial officer. “AUS is grateful to Virgin Atlantic for launching this ambitious route. We hope to welcome them back one day.,” Austin-Bergstrom International Airport said. -
24 Aug 23
NEWS
Virgin Atlantic Holidays reopens St Albans retail storeVirgin Atlantic Holidays has reopened its St Albans retail concept store. The store opened once ...Read moreVirgin Atlantic Holidays reopens St Albans retail store - News & announcementsVirgin Atlantic Holidays has reopened its St Albans retail concept store. The store opened once again on 7 August, for the first time since the pandemic. The store aims to make the shopping experience interactive and memorable. Customers will be welcomed through to the sunset bar offering refreshments from coffee to champagne, along with snacks representing each destination. The Virgin Atlantic Holidays store has a dedicated kids’ area to keep youngsters engaged with activity books, and Disney shows and films on the TV screen. The store is located in The Maltings shopping centre. Staff are on hand to offer specialist travel advice and booking assistance. Liz Mathews, Vice President Virgin Atlantic Holidays, said: “A holiday should start right from the moment of booking. Our immersive retail stores do just that.” With new flight routes, the Virgin Atlantic Holidays programme has expanded with several new destinations such as Dubai, the Maldives and Turks and Caicos. “We’re confident that there’s plenty of places for our customers to explore," Mathews added. -
07 Dec 22
NEWS
Virgin Atlantic, Delta partner for additional sustainable aviation fuel supplyVirgin Atlantic has inked a new supply agreement for sustainable aviation fuel. The SAF is ...Read moreVirgin Atlantic, Delta partner for additional sustainable aviation fuel supply - News & announcementsVirgin Atlantic has inked a new supply agreement for sustainable aviation fuel. The SAF is produced by Gevo, Inc. and supplied by Virgin Atlantic’s joint venture partner, Delta Air Lines. The agreement with Delta supports the long-term sustainable aviation fuel,partnership between Delta and Gevo. It increases the use of SAF from the US West Coast. SAF produced by Gevo will come from one of its future production facilities. This agreement with Delta represents 20% of Virgin Atlantic’s 2030 SAF target. It is equivalent to fuelling more than 500 flights across the transatlantic from Los Angeles. Holly Boyd Boland, VP Corporate Development said: “The demand from airlines is clear and Virgin Atlantic is committed to supporting the scale up of SAF production.” -
03 Nov 22
NEWS
Virgin Atlantic touches down in Tampa BayVirgin Atlantic’s inaugural flight touched down in Tampa Bay, marking a new destination on its ...Read moreVirgin Atlantic touches down in Tampa Bay - News & announcementsVirgin Atlantic’s inaugural flight touched down in Tampa Bay, marking a new destination on its transatlantic route map. Passengers were joined by Sir Richard Branson on the flight, which was greeted by the Mayor of Tampa Jane Castor and CEO of Tampa Airport Joe Lopano. The new Airbus A330neo year-round service will initially fly four times a week before increasing to daily from 28 November, complementing the airline’s flights to Miami and Orlando. This latest addition follows the airline’s launch of direct flights between London and Austin in May 2022. The airline’s expanded joint venture with Delta Air Lines and Air France-KLM means customers across the US and Europe will be able to connect onto the new service via Heathrow. Santiago C. Corrada, President and CEO of Visit Tampa Bay said; “Virgin Atlantic is the perfect partner not only for its high quality and fun product offering but they also share our focus on diversity and inclusion. We are looking forward to welcoming even more international travellers from across the UK and Europe.” “Tampa Bay is a premiere destination and we are excited about the opportunities the new service will bring.” -
03 Oct 22
NEWS
Virgin Atlantic joins Delta for SAF corporate initiativeVirgin Atlantic is joining its expanded joint venture partners, Delta, Air France and KLM by ...Read moreVirgin Atlantic joins Delta for SAF corporate initiative - News & announcementsVirgin Atlantic is joining its expanded joint venture partners, Delta, Air France and KLM by offering a sustainable aviation fuel program (SAF) for its corporate customers. The program will assist them in managing their emissions footprint. The move represents a first for any airline joint venture business. The scheme has been specifically designed for the airline's corporate customers and allows them to improve their insight into their emissions through a CO2 methodology, helping them understand the true impact of their flying. The programme is available to corporate customers or any size of location, across all four partner airlines. Virgin Atlantic's partners have already established corporate SAF programmes, with Delta, Air France and KLM already securing significant SAF funding from supportive customers throughout the US and Europe. Virgin Atlantic's enrolment in the wider scheme will provide the airline with the ability to offer SAF within the UK from its Heathrow hub. In February, Virgin Atlantic announced its first UK SAF supply, with the arrival of 2.5 million litres of Neste Oyi neat SAF into London Heathrow. The supply is an important step towards the airline's target of 10% SAF by 2030. Tom Maynard, Head of UK and Europe Sales at Virgin Atlantic, said: “We know we are not the only industry with ambitious targets and that's why our scheme has been designed with our corporate customers at its core.” "SAF represents the greatest opportunity for Virgin Atlantic to decarbonise in the short to medium term, but we still require cross industry and Government action to support commercialisation of SAF at scale, particularly in the UK." -
06 Jul 22
NEWS
Virgin Atlantic continues US expansion with new Tampa serviceVirgin Atlantic is boosting its transatlantic operations with a new direct Florida route It will ...Read moreVirgin Atlantic continues US expansion with new Tampa service - News & announcementsVirgin Atlantic is boosting its transatlantic operations with a new direct Florida route It will serve Tampa from London Heathrow, launching 3 November 2022. The new year-round service will initially fly four times a week before increasing to daily from 28 November, complementing the airline’s up to four daily flying to Orlando and double daily flying to Miami. Offering more than 190,000 seats each year, Virgin Atlantic will be the only airline to directly connect the Tampa Bay region with London’s hub airport. Tampa has a catchment area of five million throughout the Tampa Bay and St Pete and Clearwater area. Virgin Atlantic Holidays will boost its portfolio throughout the region offering a range of hotels and fly drive packages. Juha Jarvinen, Chief Commercial Officer at Virgin Atlantic said: “We are delighted to continue our expansion in the US offering even more choice for customers on both sides of the Atlantic.” “Florida is very much a firm favourite for our customers ever since our first flight to Miami back in 1986.” During 2022, the airline will take delivery of three A330neo aircraft, with up to 13 further aircraft to follow until 2026. -
30 Jun 22
NEWS
Virgin Atlantic adds member award seat guaranteeVirgin Atlantic is increasing the availability of reward seats with two new initiatives. The changes ...Read moreVirgin Atlantic adds member award seat guarantee - News & announcementsVirgin Atlantic is increasing the availability of reward seats with two new initiatives. The changes are set to unlock more opportunities to spend Virgin points across the airline’s global network. The airline is launching its Guaranteed Availability initiative, which ensures reward seats are available for every Flying Club member, on every flight. Gold members also have a new benefit of Gold Reward Seats, which gives the option to turn any seat into a reward seat by using double Virgin Points. Guaranteed Availability will see a minimum of 12 reward seats offered on every flight across Virgin Atlantic’s global network. This includes two seats in Upper Class, two in Premium and eight in Economy, pffering increased availably for all members. Reward seats arre available to book as soon as the flight goes on sale. It includes peak times such as Christmas and school summer holidays. Gold Reward Seats offer options even when no reward seat is available Customers will be able to convert any seat on the plane, simply by using double Virgin Points. The new initiative is exclusive to Gold Card members and seats can be booked up to 60 days prior to departure. If a member cannot find a reward seat available online on their desired dates, and they have a sufficient points balance, they can call the dedicated Gold Card booking line to secure their seat. Siobhan Fitzpatrick, Chief Digital and Marketing Officer at Virgin Atlantic, said: “We knew our customers wanted more opportunities to spend their hard-earned points and we are ensurng they have more ways to do so.” -
12 Jun 22
NEWS
Virgin Atlantic hails US ditching Covid-19 testsVirgin Atlantic saluted the US scrapping of Covid-19 testing for inbound travelers. After months of ...Read moreVirgin Atlantic hails US ditching Covid-19 tests - News & announcementsVirgin Atlantic saluted the US scrapping of Covid-19 testing for inbound travelers. After months of concerted pressure from the travel industry it came into force on Sunday at midnight, an official said. “It will boost consumer confidence even further and support the rebound in transatlantic travel this summer,” the airline said. “Virgin is offering a full roster of US destinations, including our brand new London Heathrow – Austin service.” The US administration eased restrictions, based on Centers for Disease Control and Prevention data. The CDC will review the decision after three months. “If there is a need to reinstate a pre-departure testing requirement – including due to a new, concerning variant – CDC will not hesitate to act,” the official said. According to the official, said the government will work with airlines this weekend to make it a smooth transition. The travel industry has repeatedly said the negative test requirement has hampered the recovery of it inbound tourism. The rule was put in place in early 2021 and then tightened by the Biden administration, to show proof of a negative test within a day departure. It had already been dropped for land border crossings. “We can’t wait to see more of our customers flying with us to the US this summer,” Virgin Atlantic added. -
26 May 22
NEWS
Virgin Atlantic offering sweet treats to mark Platinum JubileeVirgin Atlantic is celebrating the Queen’s Platinum Jubilee next weekend in its own inimitable way. Customers ...Read moreVirgin Atlantic offering sweet treats to mark Platinum Jubilee - News & announcementsVirgin Atlantic is celebrating the Queen’s Platinum Jubilee next weekend in its own inimitable way. Customers flying to the US and Caribbean over the long holiday weekend will be treated to extra special delicacies to celebrate Her Majesty’s historic 70-year reign. Those travelling in Virgin Atlantic’s Economy class will be served a milk chocolate crown lolly wrapped and tied with a festive red ribbon. Premium and Upper Class customers will be offered a Platinum Jubilee Mile High Tea, including a duo of finger sandwiches and a selection of mini patisseries. The cakes will be a Victoria sponge financier, a chocolate and tonka macaron, and a vanilla and strawberry Battenberg with Virgin Atlantic purple-coloured marzipan. A quintessentially English cocktail will accompany the Mile High Tea, using Hambledon English Sparkling Wine and Fever-Tree sweet British Rhubarb and Raspberry tonic. The beverage will also be available in the Virgin Atlantic London Heathrow Clubhouse. Celebrations are also stretching to the United States, with Virgin Atlantic Clubhouses across America also honouring the Platinum Jubilee. -
15 Apr 22
NEWS
Virgin Atlantic ad campaign puts crew in limelightVirgin Atlantic launched a new brand and advertising campaign – the first in more than ...Read moreVirgin Atlantic ad campaign puts crew in limelight - News & announcementsVirgin Atlantic launched a new brand and advertising campaign – the first in more than two years since the Covid-19 pandemic. The campaign has been created in partnership with newly appointed advertising agency Lucky Generals and introduces the end line ‘See the world differently’. The line draws on the airline’s history of challenging the status quo – as well as recognising that the travel industry is entering an exciting new post-pandemic era. The campaign champions the airline’s people and customers, building on research showing that travellers find most airlines’ crew to be impersonal. The focus of the campaign is a colourful 60-second TV ad which focuses on a group of characters, at an airport and on board a A350-1000 plane, set to the song ‘I am what I am.’ There is also a print campaign made up of shots of Virgin Atlantic crew and customers, with lines championing their individuality. Shai Weiss, Virgin Atlantic CEO said: “At the core of our business is the understanding that every one of our people can be themselves at work. We know that the touchpoints that matter most and the experiences that differentiate Virgin Atlantic, are driven by our people.” Virgin Atlantic recently reinstated its full US schedule for the first time since the beginning of the pandemic, flying to destinations including New York, Los Angeles Miami, San Francisco, Orlando, Boston, Washington, and Seattle The airline launches new services to Austin, Texas on 25 May 2022.