Event preview: Agent Achievement Awards 2022

Headline sponsor Virgin Atlantic explains why it is supporting the UK and Ireland’s biggest celebration of the trade

We speak to Nicki Goldsmith, the carrier’s director of leisure sales

Q. You’re headline sponsor of the AAAs for the second time. Tell us about the first year and why you have decided to support the event again.
A. We are delighted to sponsor this celebration of the travel trade and honour the industry’s best agents and agencies. We really value the opportunity to connect and celebrate, especially after some difficult years.

Q. What do travel agents mean to Virgin Atlantic and how are you supporting them as the world reopens?
A. Travel agents have always been vitally important to Virgin Atlantic and remain integral to our success. We know we wouldn’t be where we are without their support. As the world opens up, we look forward to our industry coming back stronger and better. At Virgin Atlantic, we’re doubling down on our commitment to be the best airline to do business with, and we’re behind our travel agents 100% as we all get back to our very best.

Just before the pandemic, we launched our strategic expanded joint venture with Delta and Air France-KLM. The timing meant we couldn’t take full advantage. In 2022, more of our customers will be able to take advantage of the service, schedule and network serving 350 cities in the UK, EU and US. Our desire to create the best possible experiences and to become the most-loved by the trade means we’ll continue to grow and invest, whether that is in new routes, new seats or new initiatives.

Q. What’s new and exciting at Virgin Atlantic and what are your key messages?
A. We are excited to emerge from the pandemic with a new brand campaign and TV ad. It draws on Virgin Atlantic’s heritage of challenging the status quo and champions the individuality of our people, as well as our customers. This is reflected in the recent update to our tattoo policy. We’re proud to be the airline that sees the world differently and allows our people to truly be themselves.

As we continue to work towards our vision of becoming the most-loved travel company, we are focused on serving the destinations we know our customers love to visit. After the successful launch of our route to Austin in May, we continue our transatlantic expansion with a Heathrow-Tampa direct route, launching in November. Later this year, we will welcome the A330neo into our fleet, the first of 16 new-generation aircraft from Airbus, continuing our fleet transformation into one of the youngest, cleanest and quietest in the sky. Alongside the sustainability opportunity, it’s a product launch of our state-of-the-art cabin design – new seats and the latest iteration of our famous social space.

We have a new trade incentive programme launching in September. This will be an always-on initiative and is the first of its kind within the airline industry, so very exciting for our frontline sellers. We are focused on reaching wider and deeper into the seller’s community, to empower people with Virgin spirit and to engage and reward their loyalty.

Q. Are you optimistic about the year ahead and how are sales looking?
A. Absolutely, we have already reported a record summer performance from our agents and are breaking records and exceeding 2019 levels. This is a testament to the hard work of our teams, the trade and growth to come. We have an unwavering focus on being the best airline to do business with – we believe we have the best team, the expertise and are dedicated to growing our business together with our partners.

Q. What are you most looking forward to at the AAAs?
A. Spending the evening with our travel agent partners, sharing a glass of wine and celebrating all their achievements!

Q. What song will you be hoping to hear at the AAAs after-party?
A. Like a Virgin, of course!