in conversation / 105
We are designing for the future onboard experience Virgin Atlantic is looking to the future, investing £10m in new cabin designs. Daniel Kerzner, vp customer experience, explains how
O
ur new A330-200s will all be retrofitted throughout with a new look and feel for all cabins - Upper Class, Premium and Economy. As well as ‘Virginising’ the new aircraft this investment allows us to open the door on future enhancements so we have been looking at and designing for the future onboard customer experience.
Always connected
These day Personal Electronic Devices (PEDs) have become a permanent extension of our customers and a connection to us. The digital experience is therefore at the forefront of the work we are doing and is likely to be so on our A350 aircraft too next year. As we think about connectivity we are also thinking about how it affects our crew. By giving them tablet computers we can provide them with more, easily-accessible information which enables them to create
a more personalised service experience onboard. For us, it’s not about monetising the experience but enhancing it overall. We are constantly updating the crew apps and we are looking at what new functionalities we can add. For us though, the ‘Virgin Magic’ happens through the crew themselves so the technology has to support them.
Suite success
On redesigning the Upper Class cabins some attributes had to be there as a baseline including lie-flat seats, all-aisle access, wifi and IFE, which were then overlaid with Virgin's own new design narratives and developments. We have, for example, created three types of suite: Love Suites, Corner Suites
and Freedom Suites, so we can offer customers a seating arrangement that best suits their needs whether they are travelling with a partner or want privacy.
Onboard 'magic'
Airlines have to differentiate their product and we’re now seeing people travel with us because they’re getting something they won't get anywhere else. We’re looking at how people spend their time onboard, how they use their space and then we're adapting the offer to suit those activities. When you walk onto a Virgin Atlantic aircraft, you know it’s different to other airlines. The investments go to create that unique environment - it’s a combination of elements that create the passenger experience - design, IFE, food and crew. •
onboardhospitality.com
In Convo - Virgin.indd 105
8/16/18 04:19 PM