Virgin Atlantic has partnered with German technology company Omnevo to launch the first retail system connecting meal pre-selection with personalised duty-free upselling.
The system, launching by the end of 2025, allows passengers to pre-order meals and then see tailored duty-free offers based on their journey and preferences. It marks Omnevo’s first full-scale airline deployment.
How it works
Virgin Atlantic’s existing Retail Therapy duty-free store will migrate to Omnevo’s platform, integrating with Flying Club and Virgin Red loyalty programmes.
Customers selecting complimentary meals will then encounter personalised duty-free recommendations. The system handles onboard point-of-sale, back-office management, and logistics.
“By integrating complimentary meal selection, loyalty, and retail into one journey, we’re offering customers choice, convenience, and a more personalised, sustainable travel experience,” said Bethan Lynch, Vice President, Customer Journeys at Virgin Atlantic.
Revenue and efficiency gains
The connection between meal selection and retail represents airlines’ push for ancillary revenue beyond ticket sales. Linking loyalty data to personalised offers should improve conversion rates over generic duty-free promotions.
Better meal demand forecasting also reduces food wasteโsupporting Virgin Atlantic’s net-zero target after eliminating 90% of single-use plastics onboard.
Airlines traditionally treat meal service, duty-free sales, and loyalty programmes separately. Virgin Atlantic’s approach suggests viewing the passenger journey as a connected series of retail opportunities.
Omnevo, founded in 2021 and based in Wiesbaden, specialises in ancillary revenue solutions for aviation. Virgin Atlantic plans further retail developments for 2026.
Images courtesy of Omnevo.
Nik founded Inflight Feed in 2012, blending his passion for inflight dining with over a decade of experience in the airline industry. For the past 13 years, he has travelled the world, exploring and reviewing airline meals across countless carriers.
CNN Travel, The New York Times, and BBC World News have featured Nikโs expertise. When heโs not on the ground, youโll find him at 35,000 feet, camera in hand, capturing the unique flavours of air travel. Follow his inflight meal adventures on Instagram: @InflightFeed.
