Virgin Atlantic has just announced a huge investment to transform the passenger experience through every stage of a customer’s journey… from a reimagined mobile app with a built-in AI concierge service, to refurbished premium lounges in London and New York, and a long-anticipated retrofit of its Boeing 787-9 Dreamliner fleet.
After years of mounting losses, Delta’s investment in Virgin Atlantic is starting to pay off, and the airline is finally in a position to start pumping billions of dollars to address areas that, at this point, have simply made the carrier uncompetitive.
Let’s take a look at five of the biggest changes coming to Virgin Atlantic in the coming years.
1. New Amenity Kits With Luxe Votary Skincare
Virgin Atlantic has had a partnership with London-based skincare brand REN for several years, but later this month, the company will be shutting down, so it’s no surprise that the airline has been on the hunt for a new partner for its amenity kits, as well as lounge and aircraft washrooms.
We now know that Virgin Atlantic has signed a deal with luxe British vegan brand VOTARY, which was created by renowned British makeup artist Arabella Preston.
Virgin Atlantic plans to stuff its Upper Class amenity kits with VOTARY face creams and mists, multi-balms, and hand creams from early 2026, while washroom toiletries will follow a little later.
2. A New Mobile App With An AI Concierge
It looks like Virgin Atlantic has been quietly working on a new mobile app, and if all goes to plan, the updated app will be available for download from December 2025.
The airline plans to use the app as an integrated platform for both Virgin Atlantic and Virgin Holidays with a new AI concierge built in as part of a partnership with OpenAI and Tomoro.ai.
Expect the standard features you’d expect from an airline app, like the ability to search and book flights, as well as real-time notifications about flight status and other helpful prompts to make the flying experience a little less stressful.
3. Fully Refurbished Clubhouse Lounges At London Heathrow And New York JFK
Virgin Atlantic’s Clubhouse premium lounge at its London Heathrow hub is often regarded as one of the best airport lounges in the world, but the space has remained largely unchanged for years.
Following the launch of a new design concept in its new Los Angeles Clubhouse, Virgin Atlantic now plans to roll out the concept to London Heathrow and also New York JFK.
The airline will spend tens of millions of pounds to transform the two lounges, although the exact details are yet to be revealed, and it’s still not known when the changes will be made.
4. Free Gate-To-Gate Starlink Inflight Wi-Fi
Virgin Atlantic is joining the growing list of airlines that will install Elon Musk’s Starlink in-flight Wi-Fi on Airbus A330neos, A350s, and Boeing 787s.
Starlink offers fast, streaming-quality Wi-Fi from gate to gate and, best of all, it will be free to all Virgin Atlantic passengers.
The retrofit process is expected to start in early 2026 and will be completed by the end of 2027. It should be noted, however, that Virgin Atlantic doesn’t have plans to install Starlink on its older Airbus A330s.
Virgin Atlantic will be the only airline in the UK to offer Starlink internet, rivalling United Airlines, which is the only other carrier flying between the US and the UK that will have Starlink Wi-Fi.
5. Finally, Refitting Boeing 787-9 Dreamliners With New Business Class Seats
Perhaps the most significant investment that Virgin Atlantic has announced is the long-awaited and much-anticipated investment in its Boeing 787-9 Dreamliner fleet, featuring a head-to-toe refit that will incorporate new Business Class seats based on those of its Airbus A330neo fleet.
Virgin Atlantic led the industry when it introduced Business Class seats with all-aisle access, but in 2025, its coffin-like herringbone seats are incredibly dated and a major cause of consternation among frequent flyers.
The Boeing 787-9s will have a full cabin redesign, increasing the number of Upper Class seats from 31 to 44, introducing a new style of business class seat, which already features on its much smaller Airbus A330neo.
Are these the best business class seats in the world? Well, no, but they have all the features that the vast majority of well-heeled passengers are looking for and are competitive against transatlantic rivals.
In addition, Virgin Atlantic will install eight so-called Retreat Suites, which are a slightly larger Upper Class seat for a surcharge.
Premium Economy is also getting an overhaul, and will be supersized, going from 35 seats to a whopping 56 seats as part of an ongoing trend we’ve seen in the airline industry for premium travel experiences.
There is, however, one problem. The refits won’t begin until 2028, and the entire fleet of Boeing 787s won’t receive the new seats until 2030.
