Technology might make travel smoother than ever, but new research reveals that nothing beats the warmth of a real human connection. New research from Talker and Virgin, based on a survey of 2,000 people in the US and UK who have taken a trip in the past two years, reveals that 93% of travelers recall a positive experience first when thinking about memorable interactions with travel staff. On average, 76% of the quality of their best trips is shaped by the people they meet, with one in four saying most or all of their experience depends on these interactions.
Personal Interactions Still Matter Most
While technology continues to transform travel, the latest research shows that personal interactions remain irreplaceable.
- 54% say their trips would be less enjoyable if all staff were replaced by AI.
- 53% believe the people they encounter make just as much impact as the product itself.
- Two-thirds would pay extra for travel that guarantees a great human-first experience.
- Gen Z travelers, despite being the most tech-savvy, are the most likely to value human connection – 59% say it will become even more important to travel experiences over the next decade.
- Nearly six times the number of respondents surveyed would rather be served by a flight attendant with personality and warmth above one who’s purely efficient (53% vs. 9%).
Virgin brings these insights to life with its latest campaign – a follow-up to the award-winning Secret Sauce film from 2024.
Featuring employees from across the Virgin companies, the new film takes viewers on a whimsical adventure across the Virgin universe — flying across the pond with Virgin Atlantic, checking in at Virgin Hotels New York, and sailing on Virgin Voyages’ newest ship, Brilliant Lady.
Throughout the journey, a message is passed between Virgin team members at each company in a lighthearted challenge to get a message from the London HQ all the way to Miami, culminating with Sir Richard Branson revealing the final line onboard Brilliant Lady in New York Harbor: “The secret sauce is you.”
Watch the campaign:
At its core, the campaign spotlights the people who make every trip with Virgin extraordinary – from Virgin Atlantic cabin crew to Virgin Hotels concierge teams to the Virgin Voyages’ Happenings Cast.
Putting People at the Heart of Innovation
For more than 50 years, Virgin has shaken up industries by combining bold innovation with people-first leadership. Virgin Atlantic was the first airline to introduce seatback entertainment on planes, pioneered mood lighting and onboard social spaces, and is now leading the way as the first UK airline to roll out Starlink Wi-Fi fleetwide. On the seas, Virgin Voyages redefined cruising with kid-free voyages and introduced the Virgin Voyages App, empowering guests to personalize their experience from their smartphones. Virgin Hotels also puts control in guests’ hands with its mobile app, Lucy, which lets users check in, adjust room settings, order services, and even chat with staff – all from their phone.
Today, Virgin uses AI across its brands to free people to do what only humans can: connect, care, and create. From Virgin Media O2’s Daisy AI to Virgin Voyages’ ViVi digital assistant – and Virgin Atlantic’s new OpenAI-powered concierge – technology enables employees to focus on meaningful interactions that enhance the customer experience.
“This new data reinforces what we’ve always known at Virgin: great travel experiences start with great people,” said Sam Kelly, Chief Experience Officer at Virgin Group. “Even as technology transforms the way we travel, it’s our people who turn moments into memories. From the cabin crew who make you feel at home at 35,000 feet to the concierge who knows just what you need after a long flight, that’s the magic you can’t automate.”
“For more than 50 years, Virgin has been on an incredible adventure – constantly shaking things up, embracing technology, and redefining how the world travels. But while our innovations keep us moving forward, it’s our people who make our customers’ journeys truly extraordinary. They don’t just make the Virgin adventure happen – they experience it, drive it, and bring it to life in everything they do,” added Nikki Humphrey, Chief People Officer at Virgin Group.
The Virgin Way
The campaign reinforces Virgin’s core promise: whether traveling by air, land, or sea, travelers can expect the same extraordinary level of customer service from every Virgin company. At Virgin, innovation may drive the journey, but people will always define it.
Watch the original Secret Sauce campaign:
