KPMG Nunwood

UK Customer Experience Excellence Analysis 2016

Virgin Holidays

Travel & Hotels

Virgin Holidays is the second highest-scoring travel brand in 2016, following in the footsteps of Emirates with a CEE score of 7.85. Moreover, it has also undergone a notable transformation, having risen 98 places in the Customer Experience Excellence rankings.

One of the ways in which Virgin Holidays has been able to improve its performance is in the technology it utilises, namely the iVector booking system. This software means that, when customers log into the Virgin website to view their existing holiday, they are shown the availability of ‘extras’ that coincide with the dates of their vacation. They are then able to select members of their group, or additional people, before proceeding to purchase tickets for their chosen attractions.

According to Virgin Holidays, this platform has enabled it to provide a greater level of convenience and flexibility, something which might have influenced its performance in the pillar of Time and Effort, where Virgin Holidays achieved a score of 7.99.

The brand has also made use of Google Cardboard to enhance the customer experience. The lightweight technology resembles a virtual reality mask, and it affords the wearer with an immersive experience, made possible by 360 degree filming techniques. Virgin Holidays recognised that some customers were experiencing long waits in its queues, particularly in the run-up to the winter months, and it presented customers with the virtual reality goggles whilst they were waiting to be attended by a staff member. It enabled them to get a ‘feel’ for one of the brand’s key holiday destinations in Mexico, whilst also alleviating some of the inevitable boredom incurred by the long wait.

In addition, some customers have cited the employees as one of the brand’s strengths. One individual commented: “I went to Mexico early in the year. We had good flights there and back, but the brilliant part was the fact that we had a really efficient rep at the resort who even booked us in and printed our boarding passes so we did not have to do this at the airport. We wrote a letter to Virgin to say how good this rep was, and received an email from him later to say his company had passed on our praise.”

Similarly, another holidaymaker stated: “We’ve recently booked our holiday with Virgin, and our initial visit to gain a quote was inspiring due to the staff member’s broad knowledge and friendly approach – she really took the time to get to know us and shared her own personal experiences.”

Company Profile

Virgin Holidays Limited is a company within Sir Richard Branson’s Virgin Group, headquartered in Aeronautics House in Crawley, West Sussex.[1] The company was formed in 1985, a year after the successful launch of Virgin Atlantic Airways in June 1984. Initially selling seats on Virgin Atlantic routes to New York, Miami and Orlando the company has grown to become one of the largest and most successful long-haul scheduled tour operators in the UK. The Managing Director is Mark Anderson, who replaced Amanda Wills CBE in 2014.











Time and Effort