Virgin Atlantic flies high with TWIPLA

After adopting our Website Intelligence Platform, Virgin Atlantic quadrupled data capture - fueling their optimization journey and giving them every tool needed to keep customer experience on course.

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Virgin Atlantic and website analytics — Virgin Atlantic have chosen TWIPLA to guide their digitization strategy.

Introducing Virgin Atlantic

Europe's Best Airline

Recognized as the continent's best airline since 2021 (APEX Best In Airline Awards).

5.3 Million Annual Passengers

Providing premium air travel to 28 global destinations across four continents.

$4.6 Billion Revenue in 2023

Up £265m YoY as a result of continued cost discipline and enhanced fleet use.

Why Virgin Atlantic Turned to TWIPLA
Virgin Atlantic's Data Strategy - Unifying Customer Touchpoints & Removing Data Silos
Customizable Event Setup & 1:1 Integration Support
Advanced Analytics of Bookings & On-Site Behavior
Quadrupled (!) Traffic Visibility & Dynamic Privacy for Today's Global Travel Market
Designed to Meet the Needs of Large Teams
Interested in Following Virgin Atlantic’s Journey?

Why Virgin Atlantic Turned to TWIPLA

Legitimate use of website analytics without needing a cookie banner.
Analysis of EVERY visitor; 400% more than what they expected.
Intuitive UI that makes advanced insights accessible to all staff.
Exciting new data synergies made possible by an all-in-one platform.
No more silos limiting the utility of website, channel, and behavior data.
Ability to analyze all their domains and full web presence in one place.
Seamless collaboration (with access control) between all contributors.
Fully scalable solution that supports VAA's expanding digital strategy.

“It’s incredible to see more global enterprise clients like Virgin Atlantic recognizing the power of our website intelligence solution. This partnership is a testament to TWIPLA’s ability to seamlessly process billions of data points, proving that our infrastructure is built to support the most complex digital ecosystems.”

Tim Hammermann
CEO, TWIPLA

Virgin Atlantic's Data Strategy - Unifying Customer Touchpoints & Removing Data Silos

The British long-haul carrier is using data to personalize journeys, strengthen customer relationships, and drive long-term engagement.

Virgin Atlantic's digitization strategy — TWIPLA has helped VAA to streamline website data management.

Virgin Atlantic's strategy is built on creating meaningful customer and people journeys that differentiate VAA while extending their reach and relevance through data, digitalization, and brand power growth.

Achieving this means having a technology stack that streamlines processes, bridges data sources, removes data silos, and allows them to build a holistic view of customers across all touchpoints.

Web analytics is key, with the right choice giving them a better understanding of relationships and past behavior. By leveraging this data, they can offer tailored rewards and incentives that resonate with their customers, ultimately driving loyalty and engagement.

With real-time insights at their fingertips, VAA can swiftly adapt to shifting customer behaviors, optimize marketing efforts, and refine strategies. This agility ensures that every interaction is informed by data, making each touchpoint more relevant and impactful.

Customizable Event Setup & 1:1 Integration Support

Virgin Atlantic gains full visibility into customer interactions with tailored event tracking, seamless tool integration, and expert support, ensuring deeper insights and more effective optimization.

How Virgin Atlantic analyses all booking touchpoints — TWIPLA's custom events enable VAA to track every aspect of its complicated booking process.

Modern eCommerce analytics and custom event tracking enable businesses to track granular website actions. However, activating all the necessary events can present technical challenges that limit behavior insights.

With TWIPLA, Virgin Atlantic is now tracking all events essential for their global operations. From travel dates and routes to seat bookings, luggage demands, and checkout failures, they have the real time data needed to optimize customer journeys and reduce friction at every touchpoint.

They can also leverage every analytics tool they need in one place, including heatmaps for page optimization, funnels for improving conversion pathways, and session recordings for understanding visitor behavior. Since they’re all integrated into a single platform, this enables the tools to cross-pollinate and provide deeper insights than they were getting previously.

Crucially, TWIPLA’s reports can also be filtered by traffic sources such as channels, referrers and campaigns. Together with multi-level filter templates and visitor segmentation functionality, Virgin Atlantic are now able to analyze the different segments of their global audience like never before.

As an enterprise client, they also received comprehensive integration support – this enabled Virgin Atlantic to quickly activate key insights and streamline their data analysis, leading to more effective optimization of their digital presence.

Virgin Atlantic website intelligence tools — VAA now has all the tools it needs to effectively guide website optimization.

Advanced Analytics of Bookings & On-Site Behavior

Virgin Atlantic leverages advanced analytics to track customer journeys, optimize website performance, and increase conversion rates across its diverse travel services.

VAA website performance metrics — VAA have real-time access to all the website KPIs that matter.

Virgin Atlantic's booking process relies heavily on their website. However, the variety of services offered - including hotels, car rentals, holidays, reward schemes, and various flight routes and connections - presents optimization challenges that are unique to the travel industry.

With TWIPLA, they can now track all these different customer journeys in real time. They receive comprehensive traffic and web performance metrics, can set up unlimited conversion funnels, and are able to watch integrated session recordings of dropouts.

Crucially, Virgin Atlantic can access every website analytics tool in a single platform. This eliminates data silos and maximizes data utility, enabling them to enhance UX, streamline online journeys, and improve conversions across all their offerings.

Quadrupled (!) Traffic Visibility & Dynamic Privacy for Today's Global Travel Market

Virgin Atlantic achieves full traffic visibility and robust compliance across global markets with TWIPLA’s dynamic privacy controls, cookieless tracking, and consentless analytics.

Virgin Atlantic increased website traffic data — More data means that VAA now has more accurate web performance insights.

As a UK airline with a global presence, Virgin Atlantic's analytics must respond to a complex web of privacy regulations, as regional laws impose different thresholds on how data can be collected, stored, and used.

TWIPLA effectively addresses these challenges and is ideal for cross-border operations. Our platform meets privacy-by-design standards, and data capture can be customized on a country-by-country basis to optimize and maximize data capture while adhering to regional legal limits.

In Maximum Privacy Mode, advanced cookieless and consentless tracking enables VAA to leverage analytics legitimately across all global juristictions without visitor consent (allowing users to reveal 100% of their traffic in the first place).

This has given them the option to remove their cookie banner - on their main website as well as across all the satellite domains they control.

Additionally, there are three lower-threshold modes that allow for increased data collection, which also utilize cookieless technology but require consent.

In parallel, TWIPLA’s innovative dual tracking code system allows clients to legally collect data on users who reject tracking cookies. This ensures that TWIPLA provides insights on every visitor, and VAA has experienced a four-fold increase in recorded site visitors since adopting our platform.

Virgin Atlantic's collaborative website analytics system — VAA can now safely share sensitive personal data between stakeholders.

Designed to Meet the Needs of Large Teams

Virgin Atlantic empowers its teams with intuitive, customizable dashboards that streamline collaboration, enhance data accessibility, and drive smarter decision-making.

Virgin Atlantic's customizable website analytics reports — The capacity to create custom reports enables VAA to speed up data analysis.

Virgin Atlantic has a significant number of employees invested in their online performance, making ease of collaboration a key reason for choosing TWIPLA.

Staff can create custom dashboards tailored to their specific tasks, which can also be shared in a controlled manner that restricts access to sensitive data among departments or individuals.

Simplicity was also a factor.

TWIPLA is highly intuitive, even for people new to analytics. Visualizations bring data to life, the report blocks are easy to understand, and the filtering system - in eCommerce Statistics and beyond - allows clients to quickly pull up the data they're interested in.

Taken together with the huge increase in data capture they have experienced, VAA are now measuring their marketing efforts much more accurately. This is driving better decision-making and has ultimately enhanced the overall success of their digital strategies.

Interested in Following Virgin Atlantic’s Journey?

Schedule a call with TWIPLA’s enterprise analytics specialist to explore how your business can achieve the same level of digital insights, seamless data integration, and performance optimization that Virgin Atlantic has unlocked.

To explore how TWIPLA can empower your business, schedule a call with our enterprise analytics specialists. See how the same scalable analytics suite trusted by Virgin Atlantic can provide deep insights, streamline digital operations, and enhance customer journeys.

With powerful tools like custom dashboards, session recordings, and event tracking, TWIPLA helps businesses eliminate data silos and maximize the impact of their website data. Whether you're optimizing conversions, improving visitor experience, or making data-driven decisions, our flexible platform grows alongside your needs.

Our custom pricing ensures a tailored solution that aligns with your operational scale and objectives. With advanced analytics and privacy-first tracking, TWIPLA equips enterprise teams with the insights needed to drive measurable success.

Follow Virgin Atlantic’s lead and unlock the full potential of your website data - fueling smarter strategies, seamless collaboration, and sustainable growth.

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Virgin Atlantic flies high with TWIPLA