Virgin Australia is using OpenAI’s platform to enhance personalisation, improve travel planning and introduce new AI-powered tools across customer and member experiences.
Virgin Australia has announced a new collaboration with OpenAI.
The deal will give Virgin Australia access to new OpenAI capabilities that will redefine the travel experience, changing the way customers plan and shop for their travel in more personalised, convenient, and connected ways.
Virgin Australia team members will also be equipped with secure, enterprise-grade AI tools to help them deliver work. The airline’s adoption of next-generation AI represents a notable step in its digital transformation and places it early in Australia’s shift towards advanced aviation technology.
Next generation flight shopping
Building on OpenAI’s API platform, Virgin Australia is already exploring ways to improve the way Australians plan and shop for travel.
Initial work includes improved personalisation, enhanced customer experience and exploring what a Virgin Australia app could look like in ChatGPT using recently announced developer tools (Apps SDK).
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Customers will be able to describe the travel they need, or the trip they wish to take, and then be directed to the most relevant Virgin Australia flight options.
Transforming the customer and member experience
Virgin Australia and Velocity Frequent Flyer have already been making significant investments in AI-powered technology as part of a Group-wide focus:
- AI-powered travel planning: Virgin Australia recently launched the AI Trip Planner, helping guests build personalised trips, discover destinations and navigate fare or Velocity Reward Seat availability more easily.
- Marketing and Revenue Management: Virgin Australia is using AI-driven insights to help forecast demand and deliver market-driven dynamic airfare pricing.
Innovation is at the core of the Virgin Australia DNA
Virgin Australia has a long track record of introducing customer-focused innovations to the Australian market, including being the airline in Australia to offer online check-in, premium extra leg room seating in its Economy cabin on domestic services (Economy X) and baggage-tracking.
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More recently, Virgin Australia became the first airline in Australia to offer Pets in Cabin flights on eligible domestic services and introduced Neighbour-Free Seating, giving guests the option to purchase an empty seat beside them for added comfort.
The airline was widely recognised to be one of the first in the world to reward guests for sitting in the middle seat through its Middle Seat Lottery campaign.
These initiatives reflect Virgin Australia’s ongoing commitment to delivering clever, guest-centric solutions that make flying easier and more enjoyable.
Virgin Australia Chief Executive Officer, Dave Emerson, said, “The airline is focused on meeting customers in the places and platforms they use most to plan and shop for travel. We’re laser focused on making the travel journey more wonderful, and that starts with the planning and flight search experience.
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“We are excited to be the first Australian airline to collaborate with OpenAI as we accelerate new customer experiences and capabilities for our team members. By being present where our customers already are, such as ChatGPT, we’re making it easier and more convenient to connect with Virgin Australia.”
Dave added, “We’ve been applying advanced analytics and AI across various parts of our business for many years, and this collaboration with OpenAI marks an important step forward in the next stage of our digital transformation.”
“In true Virgin Australia challenger spirit, we’re bringing innovation to the market that will positively reshape the way Australians travel.”
OpenAI Managing Director, International, Oliver Jay, said, “We’re excited to work with Virgin Australia as they bring cutting-edge OpenAI technology into the heart of their business. By integrating our tools, Virgin Australia has an enormous opportunity to create a whole new way for Australians to experience travel.”
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