VIRGIN Atlantic passengers will be the first air travellers to experience the benefits of Google Glass technology as they arrive at London Heathrow airport, in an innovative pilot scheme that started in the second week of February. Concierge staff in the airline’s Upper Class Wing will be using Google Glass and other wearable technology to deliver the industry’s most high-tech and personalised customer service yet.
The cutting-edge technology is being introduced as Virgin Atlantic publishes the results of a major study of 10,000 airline passengers from across the world on the future of air travel. The results show that as the number of people travelling by plane has sky-rocketed in recent decades, the experience has lessened.
Working with air-transport specialists Sita, the airline is the first in the industry to test how the latest wearable technology can best be used to enhance travel experiences and improve efficiency. When Upper Class passengers step out of their chauffeured limousine at Heathrow’s T3 and are greeted by name, Virgin Atlantic staff wearing the technology will start the check-in process. At the same time, staff will be able to update passengers on their latest flight information, weather and local events at their destination and translate any foreign language information. In the future, the technology could also tell Virgin Atlantic staff their passengers’ dietary and refreshment preferences – anything that provides a better and more personalised service. During the six-week pilot scheme, the benefits to consumers and the business will be evaluated ahead of a potential wider roll-out in the future.
While overall, 42 per cent of travellers worldwide said flying is less glamorous than it used to be, there was a clear opportunity for innovations in technology to turn this around. When asked what would improve their experience in the future, 55 per cent saying that wi-fi on board would be the most appealing aspect, second only to bigger windows and more space (60 per cent). Almost a third of UK passengers say they would like to see personalised menus that can be ordered in advance.
The study also reveals that some aspects of the flying experience have improved; in particular, passengers relish the opportunity to catch the latest box office hits at 35,000 feet. About 41 per cent of UK passengers say their favourite aspect of flying is the in-flight entertainment system.
Beyond the flight itself, passengers also want the air industry to push ahead on improving planes’ environmental impact.
Dave Bulman, director of IT, Virgin Atlantic, says: “By being the first in the industry to test how Google Glass and other wearable technology can improve customer experience, we are upholding Virgin Atlantic’s tradition of shaking things up and putting innovation at the heart of the flying experience.
“Reassuringly a lot of aspects of flying that people say they would like to see in future, Virgin Atlantic is already introducing – for example bigger windows will be a feature of our new 787s and we are already rolling out wi-fi across our aircraft. We continue to look ahead and research innovations that customers might only dream of today. The industry needs to listen to what these passengers are calling for, and keep innovating to bring a return to the golden age of air travel.”