Virgin Atlantic Launches Travel Concierge with OpenAI

Virgin Atlantic has launched an AI-powered Concierge service on its main website and the Virgin Atlantic Holidays platform. The tool is built in partnership with OpenAI, which provides the core AI capabilities, and Tomoro, which handled custom development and system integration.

How the concierge works

The tool is designed to act as a personal travel assistant throughout the customer journey. It helps users explore destinations, compare options, and complete bookings for flights, holiday packages, seats, meals, and Flying Club reward redemptions.

Customers can interact with the Concierge using natural language through text or voice commands.

App-first strategy and future features

The Concierge rollout supports Virgin Atlantic’s app-first strategy. A full mobile expansion is planned for the first quarter of 2026, with additional features under development, including augmented reality previews of aircraft cabins and destinations.

Virgin Atlantic has also hinted at future app enhancements such as live chat relays between passengers and onboard crew.

Industry trend

Virgin Atlantic’s move highlights the accelerating adoption of AI across the airline industry. Carriers are increasingly using AI to improve personalization, speed up bookings, and enhance customer service.

Recently, for example, Virgin Australia partnered with OpenAI to integrate ChatGPT and advanced AI tools directly into its travel planning experience.

Photo by H. Kamran on Unsplash