
Virgin Atlantic unveils comprehensive transformation of the long-haul experience
Virgin Atlantic announced far-reaching plans to redesign its long-haul services in London on July 8, 2025. CEO Shai Weiss presented a comprehensive overhaul of the passenger experience, including the renovation of key lounges, the modernization of premium cabins, and, perhaps most significantly, the introduction of free Starlink Wi-Fi for all passengers by 2027. This comprehensive overhaul is considered the most far-reaching realignment of the airline's offering since its founding 41 years ago in 1984 and underscores Virgin Atlantic's ambition to further establish itself as the leading premium long-haul airline. A Comprehensive Reorientation: Virgin Atlantic's Vision The announced transformation of Virgin Atlantic's services represents arguably the most comprehensive redesign of the passenger experience since the airline was founded in 1984. Over the past four decades, Virgin Atlantic has evolved from a challenger to an established premium long-haul airline. The company now aims to further consolidate its position through a tailor-made guest experience in the areas of travel, hospitality, and entertainment. It aims to become the “most loved travel company,” as stated in an accompanying company press release. The overhaul focuses on three central pillars of the passenger experience: the travel itself, onboard entertainment, and hospitality. Innovation and enhancement are paramount in each of these categories. Virgin Atlantic promises a fundamentally renewed and refreshed experience, particularly for travelers in the premium cabin, the so-called “Upper Class.” This focus on the premium segments reflects a broader trend in the aviation industry, where airlines are increasingly investing in higher-quality cabins and services to appeal to discerning business and leisure travelers. Many airlines, including European








