Virgin Atlantic CEO Bets on Human Touch Over AI in the Air
Corneel Koster isn't buying the silicon utopia. While the rest of the aviation industry scrambles to automate everything from check-in to seat selection, Virgin Atlantic’s chief customer and operations officer insists that screens can't replace a smile when you're 35,000 feet over the Atlantic. AI handles the logistics, sure—booking systems, scheduling, behind-the-scenes number crunching. But once you're on the plane? That's entirely on the crew. Koster argues that human cabin staff have to drive the emotional connection on board, turning a metal tube hurtling through the stratosphere into something that actually feels like hospitality. You can't code empathy.
Where the Tech Myth Breaks Down
Tech executives love telling us artificial intelligence can smooth out every single bump in travel. Sure, algorithms work fine for pricing tickets, forecasting delays, and shaving a few minutes off a check-in queue with cold, automated efficiency. But Corneel Koster isn't buying the hype when it comes to the journey itself. As Virgin Atlantic’s chief customer and operations officer, he knows screens take a back seat the second a traveler steps onto a plane. He draws a hard line between the digital tricks that get you through the gate and the human touch that keeps you loyal.
You Can't Code Empathy at 35,000 Feet
You simply can't write code for a feeling. Koster insists the real edge in today's crowded skies isn't a smarter algorithm—it's the sense of warmth a well-trained crew builds inside the cabin. Chatbots and booking apps handle the pre-flight admin, but once you're airborne, everything relies on empathy and gut instinct. Nobody stuck in a delayed departure remembers a sleek app interface; they remember how the crew treated them when things went sideways. That human element turns critical during real disruptions, like when a Swiss Flight LX9 Diverts Over Atlantic Due to Cabin Odor. In a crisis, cool-headed human management matters infinitely more than an automated push notification.
Putting Real Money Behind the Human Touch
Talk is cheap in aviation, but Virgin is putting serious cash behind the philosophy. Koster's strategy hinges on big investments in premium cabins, treating upscale long-haul travel as a full experience rather than a glorified seat assignment. At the same time, the airline pairs those plush seats with tight scenario-planning to absorb sudden market shocks. They're betting that luxury mixed with genuine hospitality creates a moat no tech-obsessed rival can cross. We'll be pressing him on how that balance holds up under pressure when the Skift Global Forum kicks off this September.
Source: Skift | 26 August 2026
Source: Skift. Content curated and produced by Skyplus Team.
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