Virgin Atlantic enlists Amperity to manage its digital and transactional customer data

Manchester, United Kingdom - 17 October, 2021:Virgin Atlantic Boeing 787 (G-VAHH ‘Dream Girl’) departing from Manchester Airport.
Edited by Travel Weekly


    Amperity, the leading enterprise customer data platform (CDP) for consumer brands, has announced it has been selected by Virgin Atlantic to help unify, manage, and activate all of the travel company’s digital and transactional customer data.

    Virgin Atlantic looks after a vast amount of customer data generated from digital touchpoints and offline transactions throughout the customer journey. As part of its ongoing data transformation, the travel company will use Amperity’s CDP to create a personalised ecosystem, improve the digital experience, deliver personalised customer experiences and drive revenue growth.

    Amperity offers a sophisticated, AI-powered platform to create unified customer profiles, harness data to help acquire new customers, deepen existing loyalty relationships, build a community, and support the best possible customer experiences across the end-to-end journey.

    “When it comes to innovating for our customers, Virgin Atlantic never stands still,” head of data, Virgin Atlantic, Tom Barber, said.

    “We’re building a digital core at the heart of our business so that our customers benefit from a seamless shop, book and service experience for our flights and holidays, with an innate understanding of their preferences across the end-to-end journey.

    “We’re excited to adopt Amperity to help us get to know our customers better than ever, supporting personalised and meaningful content and experiences at every touchpoint, with the advantage of consistent and secure first-party data and customer segmentation.”

    Amperity’s platform uses patented machine learning algorithms to deliver industry-leading identity resolution, audience segmentation, and predictive analytics which allows Virgin Atlantic to create the most relevant content and communications for each customer.

    “Today, customer data is at the heart of any ambitious organisation, especially one that aspires to make every interaction feel more like it is a one-to-one experience versus a one-to-many approach,” CEO, Amperity, Barry Padgett, said.

    “By tapping into Amperity, the platform for customer data, Virgin Atlantic will be able to take advantage of patented identity resolution, with strict governance and activation capabilities that will make experiences even more connected and relevant.”

    Latest News

    • Cruise

    P&O rescues Rotary volunteers after collapse of Air Vanuatu

    P&O Cruises Australia has answered a plea for help from a group of young Australian Rotary volunteers, stranded in Vanuatu following the collapse of Air Vanuatu. The students, many of them teenagers from Albury, NSW, were volunteering for a youth project run by the Hive Rotary Club Australia when the airline abruptly cancelled all flights, […]

    • Destinations

    Intrepid continues expansions with launch of first DMC in Jordan

    Intrepid has increased its presence in the Middle East with the opening of its first destination management company in Jordan. Based in Amman, the local team will operate Intrepid’s range of nine experiential small group tours in Jordan from this summer, with a view to expanding the range for 2025 and beyond. Zina Bencheikh, managing […]

    • Appointments

    Minor hotels appoints Puneet Dhawan to key Asia role

    Global hotel owner and operator Minor Hotels has appointed Puneet Dhawan as head of Asia as the group plots its growth in Asia and India. From July, Dhawan will be responsible for the performance of all Minor Hotels properties in Asia, working in close collaboration with the Minor Hotels senior leadership team and will report […]

    • Appointments

    Abercrombie & Kent and Crystal appoint Evon Ler to director of sales, Asia

    Abercrombie & Kent Travel Group have announced that Evon Ler will join them in the new role of director of sales, Asia. She will work closely with Tony Archbold (VP, Sales, APAC, Crystal) and Susan Haberle (VP, Sales & Partnerships, APAC, A&K) with trade support across the region. Ler comes to the A&K family with more […]