Virgin Australia (VA) is betting its digital future on large language models. The airline announced a landmark collaboration with OpenAI, making it the first Australian carrier to integrate next-generation AI capabilities directly into its customer and operational workflows.
Most airlines already use machine learning for pricing and demand forecasting—but that it is actively building the future of its flight search outside its own proprietary app.
VA confirmed it is already building on the OpenAI platform, specifically exploring what a native Virgin Australia experience could look like within ChatGPT using recently announced developer tools (Apps SDK). This move positions the airline to capture customers directly within the conversational interface they are already using, bypassing the traditional need to navigate to an airline website or dedicated app.
The Conversational Booking Funnel
For users, this means a fundamental shift in how travel is planned. Instead of filling out rigid forms—origin, destination, dates—customers will be able to describe their needs conversationally. Virgin Australia CEO Dave Emerson stated the goal is to meet customers "in the places and platforms they use most," noting that Australia is already a top 10 subscriber market for ChatGPT.
The promise is simple: describe the travel you need, and the AI will direct you to the most relevant Virgin Australia flight options. This enhanced personalization and convenience is designed to streamline the booking process, turning a complex search into a simple chat interaction.
This collaboration is a significant digital transformation step for the challenger brand, which has historically relied on customer-centric innovations like online check-in and the Middle Seat Lottery to differentiate itself from competitors. Now, the differentiation is purely technological.
Beyond customer-facing tools, the deal includes equipping Virgin Australia team members with secure, enterprise-grade AI tools. OpenAI Managing Director Oliver Jay noted that the integration of these tools gives VA "an enormous opportunity to create a whole new way for Australians to experience travel."
The move highlights a growing trend across industries: as LLMs become the primary interface for information retrieval, companies must decide whether to fight the shift or build their services directly into the conversational ecosystem. Virgin Australia has chosen the latter, turning ChatGPT into a potential new point-of-sale.
