Virgin Atlantic CEO Says Human Connection Remains Key as AI Shapes Travel
Virgin Atlantic CEO Corneel Koster will speak at Skift Global Forum in September, arguing that human connection is the airline's durable advantage as AI mediates travel choices. He emphasizes the 'human sparkle' of crew interactions as what customers remember, and is backing this with premium cabin investments. The airline also uses scenario-planning discipline to navigate the changing landscape.
Koster is scheduled to appear at Skift Global Forum in New York City from September 22–24, 2026. The airline plans to increase Upper Class and Premium seating by 30% through upcoming Airbus A330neo deliveries beginning late this year, alongside a full cabin refit of its Boeing 787-9 fleet and Clubhouse renovations. Virgin Atlantic also accelerated Starlink installation across its A350 aircraft, completing 12 planes in roughly one month, five months ahead of schedule.
The CEO frames the carrier's approach around its 42-year history as a challenger brand founded by Richard Branson. He argues that while AI and technology enhance personalization and frictionless journeys, crew interactions create lasting customer memories and advocacy. The airline positions its smaller scale as a mindset advantage, pairing tech innovation with distinctive physical design and what Koster calls "Virgin love."
This strategy could influence how other carriers balance automation with staffing investments, particularly as AI reshapes booking recommendations and customer choice. Premium-focused travelers may benefit from enhanced cabins and connectivity, but the industry-wide chase for high-end passengers could intensify competition and potentially leave economy offerings comparatively neglected. Airlines that successfully measure and monetize human connection may set new benchmarks for loyalty, while those that cannot may struggle to differentiate in an increasingly algorithm-driven marketplace.