Virgin Atlantic is out with some of its biggest passenger experience upgrades yet.
The U.K.-based airline will soon offer free fleetwide Starlink Wi-Fi, more premium seats, a long-overdue cabin retrofit and much more.
The upgrades were announced on Tuesday night in London at an experiential event open to select frequent flyers, members of the media and other Virgin bigwigs.
Here’s everything you need to know.
Virgin unveils free Starlink Wi-Fi
Virgin will become the latest airline to offer free Starlink Wi-Fi across its entire fleet.
The airline will team up with Elon Musk’s SpaceX to outfit every jet with Starlink radomes. This will enable a streaming experience for all flyers, no matter how many devices you carry on board or what cabin you’re sitting in. All you’ll need is a Virgin Atlantic Flying Club loyalty account to sign into the Wi-Fi portal.
Virgin will begin Starlink installations in the third quarter of 2026, and the rollout is expected to be completed by the end of 2027.
Virgin will become the first U.K.-based airline to team up with Starlink, though it’s far from the first globally. As airlines race to enhance their onboard connectivity offerings, Starlink has quickly emerged as the top-of-the-line solution for carriers. U.S. airlines like United Airlines and Hawaiian Airlines have pledged to bring Starlink to most of their jets, and other major international carriers, like Qatar Airways, have as well.
As more and more airlines invest in faster and more reliable Wi-Fi, they’re also making connectivity free for everyone.
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Making Wi-Fi free will eliminate a sizable revenue stream, especially on an airline like Virgin that charges upward of $25 for a full-flight pass, so it’ll be interesting to see if the airline plans to recapture that foregone revenue by tacking on fees elsewhere.
Virgin will install more premium seats
The aviation industry’s biggest buzzword these days is “premium,” and perhaps nowhere is that trend more apparent than at London’s Heathrow Airport (LHR), where demand for premium seats and services is among the highest in the world. Heathrow also happens to be the global hub for Virgin Atlantic.
As demand for premium products continues to soar, Virgin is making a major investment in its fanciest cabins.
To start, the airline will introduce new layouts of passenger accommodations (also known as LOPAs) for its Airbus A330-900neo fleet.
The airline’s upcoming deliveries of 10 Airbus A330neos will feature an all-new layout that includes more Upper Class and Premium seats (in common parlance, that’s business class and premium economy, respectively).
Beginning in the third quarter of next year, Virgin’s new A330s will feature:
- Six Retreat Suites
- 42 Upper Class pods
- 56 Premium recliners
- 128 economy seats
On its existing A330neos, Virgin offers 32 Upper Class pods, two of which are Retreat Suites, plus 46 Premium recliners and 184 economy seats.
In total, Virgin expects to add more than 400 additional business-class seats daily on popular business and leisure routes to New York, Boston, Tampa, Miami and Orlando.
The addition of more Retreat Suites implies that this extra-spacious business-class-plus product has been selling well since it was introduced in 2022.
Though Virgin Atlantic only plans to operate three aircraft types going forward (the Airbus A330neo, the Airbus A350 and the Boeing 787 Dreamliner), the airline is no stranger to subfleets with different LOPAs to accommodate different demand patterns.
For instance, the airline recently debuted a high-density configuration for its Airbus A350 that it flies to popular leisure destinations across India and the U.S.
Virgin will majorly upgrade the Boeing 787
In addition to the premium push on the A330neo, Virgin will also make a major investment in its Boeing 787-9 Dreamliner fleet.
Beginning in 2028, the airline will start retrofitting these jets with significantly upgraded seats across all three cabins.
These planes currently feature one of the oldest business-class products in the Virgin fleet, and this news is not only long overdue but also a welcome enhancement for anyone who has recently flown the airline’s 787-9. Unfortunately, this project won’t get underway for at least another 2 1/2 years.
The business-class cabin on this jet is woefully uncompetitive on many routes this plane flies, and I’m sure I’m not the only one who has avoided the “coffin” pods on the Dreamliner whenever possible.
While these planes are getting retrofitted, they’ll also get more premium, as you can see in the breakdown below.
- Eight Retreat Suites
- 36 Upper Class pods
- 56 Premium recliners
- 127 economy seats
This represents the first time the Retreat Suite will be installed on a plane other than the A330neo, which is great news for travelers who don’t mind splurging for the extra space included with this product.
Virgin says that the new business-class product on the Dreamliner will be inspired by the one on the A330neo, which currently features a customized version of the Thompson Vantage XL seat with sliding doors.
Virgin will enhance its 2 flagship lounges
The premium investment spree also includes the airline’s two most popular lounges, or Clubhouses, in Virgin’s terms.
The airline will invest multimillion pounds to update the look and feel of its outposts in London and New York over the coming months.
No further specifics were shared, but I’d expect more modern touches in both spaces.
Virgin Clubhouses are among the swankiest airline lounges in the world, and the airline consistently receives high praise from premium travelers who visit these spaces.
How to get in: Best credit cards for airport lounge access
Virgin announces other enhancements
While the airline’s splashiest announcements steal the show, Virgin Atlantic has a few other updates to share.
The first is that it will roll out a new mobile app beginning in December. Right now, Virgin’s app feels like a carbon copy of Delta’s, so it’ll be interesting to see what the airline does to enhance the mobile experience. (Rumor has it that the same team designed both Delta’s and Virgin Atlantic’s mobile apps.)
Speaking of the mobile app, Virgin is teaming up with OpenAI and Tomoro.ai to activate what it’s calling Virgin Atlantic Concierge. You’ll be able to chat with this artificial intelligence agent via the mobile app to ask any questions and seek assistance during your travels.
The airline will also introduce new loyalty tiers for travelers who have given “multi-year loyalty” to Virgin Atlantic. Whether that looks like the lifetime status program that U.S. airlines offer is anyone’s guess because Virgin has only shared “details to follow.”
Finally, Virgin will update its amenity kits, or “goodie bags” as it calls them, with products from skin care brand Votary beginning next year.
Bottom line
Virgin Atlantic is making a big play for premium.
While many of these investments won’t start popping up for a few years, the airline is seemingly confident that this isn’t a temporary fad and that flyers will continue to splurge more for a better experience.
From upgraded lounges to a massive retrofit project to a big onboard premium seat expansion spree, Virgin’s announcement has all the ingredients of a carrier looking to move upmarket.
Of course, if you end up flying on Virgin with the newly upgraded seats or taking advantage of the better lounge experience, you’ll likely enjoy your travel journey.
Virgin’s bet, however, isn’t just about premium.
For one, even if you’re not flying in the front of the plane, you’ll soon enjoy free streaming Starlink Wi-Fi on every device you pack.
But Virgin believes that this investment in premium will even pay dividends for convincing travelers sitting in the back that the airline will be a cut above the competition. After all, even if you don’t want to splurge on the fancy seats, why not at least fly the airline that is the most premium?
That’s a bet that Virgin Atlantic’s biggest shareholder — Delta Air Lines — has made back in the U.S., and it’ll now be interesting to see how it plays out on the other side of the pond in the years ahead.
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