Virgin Atlantic has appointed its first ever chief digital and information officer as part of plans to align data, technology and digital governance across the group.
Alex Alexander, who will join the airline next month, has over 20 years of experience spanning aviation, retail and AI-driven digital platforms, including senior roles at Emirates Group, Adevinta and Yoox Net-a-Porter.
More recently he was the founder and chief executive of Xoots, which offers a suite of AI solutions for talent recruitment.
As CDIO, Alexander will lead technology, digital development, data, AI and transformation “to power innovation across the business and shape technology strategy at an enterprise-level”, as a member of the executive leadership team.
Nick Diesel, who took on additional responsibility as interim CDIO during the recruitment process, will continue in his existing full-time role of managing director for Virgin Atlantic Cargo from June 1.
Virgin Atlantic already has partnerships with Microsoft and Databricks and says it is investing in technology and AI capabilities to enhance customer experience, deliver operational excellence, unlock revenue opportunities and boost productivity.
It recently launched an app integrating Virgin Atlantic Concierge, an AI‑powered travel companion, and the leadership team believes Alexander’s expertise will support smarter operations and deepen service personalisation.
The airline’s most recent ad campaign continues its “See the World Differently” brand platform, devised by Lucky Generals, featuring a prominent campaign titled “A Rainbow in the Clouds”. Launched in April 2025 and continuing into 2026, the campaign uses archival audio of Maya Angelou to promote inclusivity and joyful, open-hearted travel.
Virgin Atlantic chief executive Corneel Koster said: “We’re excited to welcome Alex as we step up efforts to deliver a seamless digital experience to our customers and our people.
“His deep expertise in digital transformation, advanced analytics and AI adoption will further support Virgin Atlantic in harnessing cutting-edge technology to plan smarter, operate more efficiently and serve our customers more personally, alongside our amazing people.”
Alexander added: “Innovation is firmly in the DNA of Virgin Atlantic and I’m delighted to join such an iconic brand. We have a huge opportunity to accelerate our digital journey and to scale up industry-leading AI capabilities.
“I’m really looking forward to leading the team as we harness technology to enhance the customer experience, drive operational excellence and power the airline’s next chapter.”
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