Virgin Atlantic has joined the International Air Transport Association’s (IATA) PaxInsight passenger satisfaction benchmarking programme, expanding the initiative’s coverage of the transatlantic market. The move will provide the airline with enhanced customer insight while strengthening industry-wide benchmarking capabilities across one of the world’s busiest long-haul regions.
Virgin Atlantic gains deeper customer insight
PaxInsight measures passenger satisfaction across more than 60 travel attributes, covering every stage of the journey from booking and check-in to onboard comfort and arrival. Airlines participating in the programme can compare their own customer satisfaction levels against industry averages and competing carriers on the same routes.
Over the past year, the programme has collected feedback from more than 57,000 passengers. Using monthly schedule data to ensure representative sampling, PaxInsight provides airlines with near-real-time access to customer responses, allowing them to quickly identify trends, opportunities and areas for improvement.
Juha Jaervinen, chief customer officer at Virgin Atlantic, said the programme would help the airline gain richer insight into passenger experiences across its key transatlantic network while supporting its ambition to become “the most loved travel company”.
IATA highlights growing value of industry benchmarking
PaxInsight forms part of IATA’s wider data and insights portfolio, designed to help airlines make more informed decisions, improve operational performance and identify future growth opportunities.
According to IATA, the value of the programme increases as more airlines participate, creating a broader pool of comparable passenger data. This enables carriers to better understand how they perform against competitors while responding more effectively to changing customer expectations.
Frederic Leger, IATA’s senior vice president of Products & Services, emphasised the importance of passenger-focused data, noting that while airlines can survey their own customers, benchmarking against competitors provides additional insight that can benefit both airlines and travellers.
The addition of Virgin Atlantic strengthens PaxInsight’s presence in the transatlantic market and further enhances the programme’s benchmarking capabilities. As airlines increasingly rely on data-driven strategies to improve customer experience, initiatives such as PaxInsight are becoming valuable tools for understanding passenger expectations and maintaining competitiveness in a rapidly evolving industry.
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