Virgin Atlantic partners with TCS to harness AI in its bid to become the world’s ‘Most Loved’ airline

Virgin Atlantic, TCS Sign 7-Year Deal to Transform Air Travel with AI and Cloud Tech

Virgin Atlantic has forged a seven-year strategic partnership with Tata Consultancy Services (TCS) to modernise its digital infrastructure, harnessing artificial intelligence and cloud technologies to enable hyper-personalised travel experiences, improve operational efficiency, and support sustainability goals.

“AI is not about replacing people—it’s about augmenting the travel experience and enhancing what already makes us special,” Virgin Atlantic CEO Shai Weiss said in an interview with Indian newswire service PTI. “The bar is very high. We want to be the most loved travel company, and we want to be sustainably profitable.”

At the centre of this transformation is the creation of a new Technology Command Centre, jointly developed with TCS, to offer real-time operational oversight and enable rapid, data-led decision-making across the airline’s global operations.

The collaboration comes as the aviation industry grapples with high operating costs and evolving passenger expectations. Virgin Atlantic believes that deep personalisation—powered by AI and big data—will set it apart. The AI platform will analyse vast datasets to predict customer preferences, enhance flight scheduling, and tailor services from booking through post-flight engagement.

“We have tons of customer data,” Weiss said, “TCS is helping us unlock that value—not just to remember what someone wants to eat or drink, but to ensure planes fly on time, save fuel, and resolve issues proactively.”

For instance, returning customers could automatically receive suggestions for their preferred seats or beverages. Behind the scenes, predictive systems will anticipate potential disruptions, helping reduce delays and boost efficiency.

If we can consistently deliver those frictionless, personal moments, we can deepen brand loyalty in a way that’s hard to replicate,” said CEO Shai Weiss.

The partnership is also a major win for TCS, expanding its footprint in the global aviation sector. TCS will lead the comprehensive digital overhaul for Virgin Atlantic, aligning with its broader push into AI-driven transformation.

Virgin Atlantic’s investment reflects a growing trend among premium airlines—balancing emotional connection with cutting-edge tech to redefine customer experience.

“The measure of success is simple,” Weiss said, “Can we become the most loved travel company in the world? I believe we can.”