Virgin Atlantic CEO on Balancing AI and Human Touch
In an interview ahead of Skift Global Forum 2026, Virgin Atlantic CEO Corneel Koster argues that human connection is the airline's durable advantage as AI reshapes travel. The airline is increasing premium seating by 30%, accelerating Starlink rollout, and leveraging loyalty programs to compete against larger rivals.
Impact and considerations
Virgin Atlantic's investments and strategy highlight that human touch remains a key differentiator in the AI era, directly impacting business traveler experience and loyalty.
Key points
- Virgin Atlantic is increasing premium seating by 30% with new A330neo deliveries and 787-9 cabin refits.
- Starlink rollout accelerated, completing A350 fleet 5 months ahead of schedule, with fleet-wide implementation by early 2027.
- Loyalty program introduces High Five Rewards, with over 34,000 members awarded to date.
- More than 10,000 British Airways members status-matched to Virgin Atlantic.
- CEO emphasizes AI for inventory and pricing optimization, but human connection remains core advantage.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 26 Aug 2026, 20:33
- Page published
- 26 Aug 2026, 20:42
- Last updated
- 26 Aug 2026, 20:33
- Original links
- Skift Feed：Skift Global Forum Preview: Virgin Atlantic’s CEO on Where AI Belongs and Where People Win (opens in a new tab)Primary source · en · Published 26 Aug 2026, 20:33