Virgin Atlantic doubles down on premium experience

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Virgin Atlantic is prioritising premium travel with a suite of enhancements focused on luxury, connectivity and personalisation, including free, unlimited, streaming-quality Wi-Fi for all guests, powered by Starlink, by 2027.

The move will position the carrier as the “first UK airline to have free, streaming quality, fleet-wide Wi-Fi,” according to CEO Shai Weiss, who promised a “home away from home” experience for its passengers.

The airline is also responding to surging demand for premium travel. Starting in Q3 2026, 10 A330neo aircraft will join the fleet, each configured with an expanded premium layout: six Retreat Suites, 48 Upper Class, and 56 Premium seats. These luxurious additions include the Retreat Suite, Virgin’s most spacious suite yet, which features a fully flat 6ft 7″ bed, 27” touchscreen with Bluetooth, wireless charging, and an ottoman seat, accommodating up to four people for dining, working, or relaxing.

Virgin’s commitment to premium comfort continues with a complete cabin redesign of its Boeing 787-9s, rolling out from 2028. These aircraft will feature new seating in all three cabins, modelled on the award-winning A330neo. The Premium cabin will grow from 35 to 56 seats, while Upper Class will expand from 31 to 44. Eight Retreat Suites will also be introduced, making their debut on the 787-9.

By 2028, Virgin Atlantic will operate a transformed, US$17 billion next-generation fleet of 45 aircraft with an average age under seven years. “We are investing billions to fly the youngest fleet across the Atlantic,” Weiss said.

On the ground and in the palm of guests’ hands, Virgin is enhancing hospitality with new Clubhouse refurbishments at Heathrow and JFK and launching a mobile app entitled The World of Virgin Atlantic in Your Pocket which is designed to deliver a personalised travel experience from booking to boarding.

“Every new product, partnership and platform unveiled has been shaped by guest insight,” said CXO Siobhan Fitzpatrick. “We use our insights to create thoughtful experiences that feel brilliantly different at every opportunity.”

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