Artificial IntelligencePublished August 26, 20261 min read

Virgin Atlantic CEO: AI books, people win

JSBy Joan SanzCurated by Joan Sanz. · August 26, 2026 · Follow on LinkedIn

Voice reading · ~1 min

Corneel Koster has a clear line drawn on the AI map. According to Skift Global Forum's preview, Virgin Atlantic's CEO is betting the airline wins not on algorithmic wizardry but on what humans do better: the feeling of belonging a crew creates, the emotional thread that holds a brand together when the booking engine runs on automation.

This is the split happening now across travel. AI handles the transaction. Chatbots meddle with channel management. Revenue algorithms optimize price points. But Koster is backing his wager with premium cabin investment and scenario-planning discipline, the kind of structural bets you make when you believe the margin lives in intangibles, not efficiency gains.

There's a lesson here for hoteleros. The temptation is to read this as "AI doesn't matter." Wrong. It's the opposite. AI does the work that scales and standardizes. That frees the crew, the concierge, the night manager to do the work that sticks. The bet isn't human versus machine. It's knowing which job belongs to which. Koster's playbook says: automate the friction, invest in the feeling.

Quick questions

What's Koster's strategy for AI in airline operations?

AI handles the booking and operational efficiency. But Virgin Atlantic is investing heavily in premium cabins and crew culture to create belonging, the emotional experience machines can't replicate. The split: automation for transactions, humans for connection.

Why does this matter for hotel operators?

The same principle applies. Use AI to automate reservations, revenue, and distribution. Free your people to create the guest experience that turns loyalty into margin. The winners separate on feeling, not efficiency.

Is AI replacing human roles in travel and hospitality?

Not the ones that matter. AI replaces routine tasks. It expands room for crew and staff to focus on what builds belonging and loyalty, the work guests actually remember and pay for.

How does premium cabin investment fit this AI strategy?

It's a statement bet: Virgin Atlantic is saying the margin lives in the experience, not in squeezing more seats. Premium cabins + good crew culture = the human layer AI can't commoditize.

When is Koster discussing this at Skift Global Forum?

Skift Global Forum is in September 2026. Koster will be pressed on whether betting on human connection holds up against competitors chasing pure efficiency and price.

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