In Con­ver­sa­tion... with Daniel Kerzner, Vir­gin At­lantic

Vir­gin At­lantic is look­ing to the fu­ture, in­vest­ing £10m in new cabin de­signs. Daniel Kerzner, vp cus­tomer ex­pe­ri­ence, ex­plains how

Onboard Hospitality - - Contents -

our new A330-200s will all be retro­fit­ted through­out with a new look and feel for all cab­ins - Up­per Class, Pre­mium and Econ­omy.

As well as ‘Vir­gin­is­ing' the new air­craft this in­vest­ment al­lows us to open the door on fu­ture en­hance­ments so we have been look­ing at and de­sign­ing for the fu­ture on­board cus­tomer ex­pe­ri­ence.

al­ways con­nected

These day Per­sonal Elec­tronic De­vices (PEDs) have be­come a per­ma­nent ex­ten­sion of our cus­tomers and a con­nec­tion to us. The dig­i­tal ex­pe­ri­ence is there­fore at the fore­front of the work we are do­ing and is likely to be so on our A350 air­craft too next year.

As we think about connectivity we are also think­ing about how it af­fects our crew. By giv­ing them tablet com­put­ers we can pro­vide them with more, eas­ily-ac­ces­si­ble in­for­ma­tion which en­ables them to cre­ate a more per­son­alised ser­vice ex­pe­ri­ence on­board. For us, it's not about mon­etis­ing the ex­pe­ri­ence but en­hanc­ing it over­all.

We are con­stantly up­dat­ing the crew apps and we are look­ing at what new func­tion­al­i­ties we can add. For us though, the ‘Vir­gin Magic' hap­pens through the crew them­selves so the tech­nol­ogy has to sup­port them.

suite suc­cess

On re­design­ing the Up­per Class cab­ins some at­tributes had to be there as a base­line in­clud­ing lie-flat seats, all-aisle ac­cess, wifi and IFE, which were then over­laid with Vir­gin's own new de­sign nar­ra­tives and de­vel­op­ments.

We have, for ex­am­ple, cre­ated three types of suite: Love Suites, Cor­ner Suites and Free­dom Suites, so we can of­fer cus­tomers a seat­ing ar­range­ment that best suits their needs whether they are trav­el­ling with a part­ner or want pri­vacy.

on­board 'magic'

Air­lines have to dif­fer­en­ti­ate their prod­uct and we're now see­ing peo­ple travel with us be­cause they're get­ting some­thing they won't get any­where else. We're look­ing at how peo­ple spend their time on­board, how they use their space and then we're adapt­ing the of­fer to suit those ac­tiv­i­ties.

When you walk onto a Vir­gin At­lantic air­craft, you know it's dif­fer­ent to other air­lines. The in­vest­ments go to cre­ate that unique en­vi­ron­ment - it's a com­bi­na­tion of el­e­ments that cre­ate the pas­sen­ger ex­pe­ri­ence - de­sign, IFE, food and crew.

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