Virgin Atlantic increases online booking values by seven percent

Gaining deeper insights into online customer behaviour with help from IBM

Published on 21 Mar 2013

The IBM Digital Analytics solution has really proven its value to our business; we’re confident that it will play a key role in completing the Web Futures programme successfully.

Fergus Boyd, Senior Manager, eBusiness Strategy, Virgin Atlantic

Virgin Atlantic

Travel and Transportation

Deployment country
United Kingdom


Founded in 1984, Virgin Atlantic has grown to become one of the most successful airlines in the United Kingdom. With 9,000 employees across the globe and a fleet of 41 aircraft, Virgin Atlantic carries over five million passengers every year.

Business need
Virgin Atlantic wanted to grow its market share by increasing sales through its e-commerce site, but lack of deep insights into customer usage patterns made it difficult to identify areas for improvement.

Virgin Atlantic implemented IBM® Digital Analytics software. By aggregating historical and current usage data, it can compare sales performance before and after design changes to the e-commerce site.

The new website now makes it faster and easier for customers to book flights. Flight search conversion rates have increased by several percent and average booking values by seven percent.


IBM products and services that were used in this case study.

IBM Digital Analytics, IBM LIVEmail

Software Services for EMM

Big Data & Analytics, Big Data & Analytics: Customers, Business Performance Transformation, Business Resiliency, Enabling Business Flexibility, Smarter Commerce, EMM - Digital Marketing Optimization

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