Virgin Atlantic Joins IATA PaxInsight to Enhance Customer Experience Benchmarking Across Trans-Atlantic Travel

(IN SHORT) The International Air Transport Association has expanded its IATA PaxInsight passenger satisfaction benchmarking programme by adding Virgin Atlantic’s trans-Atlantic routes to the survey. PaxInsight measures customer satisfaction across more than 60 travel attributes, covering the passenger journey from booking and check-in to flight comfort and arrival. The programme allows participating airlines to benchmark their own customer satisfaction against industry averages and competitors on the same routes, offering a broader market view than individual airline surveys alone. Over the past year, PaxInsight has gathered feedback from more than 57,000 passengers and provides survey responses to airlines within five minutes of completion, helping carriers react quickly to service opportunities, operational challenges and changes in passenger behaviour. Virgin Atlantic said the programme will provide richer insight into customer experience on the important trans-Atlantic market, while IATA highlighted that each additional carrier strengthens the value of the benchmarking tool for airlines and passengers.

(PRESS RELEASE) RIO DE JANEIRO, Brazil, 2026-Jun-8 — /Travel PR News/ — The International Air Transport Association has strengthened its IATA PaxInsight passenger satisfaction benchmarking programme with the addition of Virgin Atlantic’s trans-Atlantic routes.

PaxInsight is designed to help airlines measure and compare passenger satisfaction across the full travel journey, from booking and check-in through to inflight comfort and arrival. The programme tracks more than 60 travel-related attributes, giving participating airlines the ability to benchmark their own customer satisfaction results against industry averages and competitors operating on the same routes.

Over the past year, PaxInsight has collected feedback from more than 57,000 passengers from participating airlines. The programme uses a trusted survey methodology with representative samples by class of travel and city pair, based on monthly schedule data. Survey results are made available to airlines within five minutes of completion, enabling carriers to monitor customer feedback quickly and respond to emerging trends, service opportunities or shifts in passenger behaviour.

Virgin Atlantic’s participation will strengthen the programme’s coverage of the trans-Atlantic market, one of the most important and competitive long-haul air travel corridors. The added data will provide more detailed insight into customer experience on routes between the United Kingdom and North America, helping participating airlines better understand passenger expectations and benchmark performance in a consistent and timely way.

“We continually listen to our customers through a range of satisfaction surveys and real-time feedback, helping us to prioritize investments and uphold our award-winning premium experience. PaxInsight will now allow us to gain even richer insight into customers’ experiences on this hugely important trans-Atlantic market, offering accurate benchmarking and timely, comparable data, supporting our journey to become the most loved travel company,” said Juha Jaervinen, Chief Customer Officer at Virgin Atlantic.

PaxInsight is part of IATA’s expanding data and insights portfolio, which is designed to help airlines make better-informed decisions, improve operational efficiency, strengthen safety and identify new opportunities for growth. By providing comparative passenger experience data, the programme gives airlines a broader view than they can obtain from surveying their own customers alone.

“Data and insights are important for any airline to better understand their business and respond to changes in the market. This is particularly true when it comes to the person at the center of any airline operation: the passenger. While airlines can easily survey their own passengers, PaxInsight brings valuable insights by being able to benchmark against competitors. And with each carrier that joins the program, that value increases to the benefit of airlines and the passengers they serve,” said Frederic Leger, IATA’s Senior Vice President, Products & Services.

The inclusion of Virgin Atlantic’s trans-Atlantic routes is expected to enhance the relevance and value of PaxInsight for airlines operating in the market, supporting more accurate benchmarking, faster feedback analysis and stronger customer experience decision-making.

For more information, please contact:

Corporate Communications

Tel: +41 22 770 2967

Email: corpcomms@iata.org