Virgin Atlantic launches AI-powered Concierge tool for travel planning

Virgin Atlantic has rolled out an AI-powered Concierge tool across its airline and holiday websites, offering personalized travel planning assistance through voice, text or tap interactions.

Developed in collaboration with OpenAI and Tomoro, the tool uses OpenAI's advanced voice models through its API. 

Virgin Atlantic is the first European airline to deploy this technology for customer interactions.

The Concierge provides tailored recommendations for flights and holidays based on traveller preferences and details shared during conversations. 

It operates in any language and supports Flying Club inquiries and general customer assistance.

"Our new Concierge reimagines how we connect with our guests. It listens, understands and responds helping to plan trips with the same intuitive care you'd expect from our teams," said Siobhan Fitzpatrick, chief experience officer at Virgin Atlantic. 

"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."

The launch coincides with the upcoming introduction of Virgin Atlantic's new mobile app in 2026, which will integrate both airline and holiday bookings into one platform.

Nicolai Skabo, EMEA Enterprise Leader at OpenAI, said, "With its new digital Concierge, Virgin Atlantic is integrating advanced intelligence into each stage of travel. Travellers get personalized 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."

Sam Netherwood, co-founder and Head of Design at Tomoro, said, "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."

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