Omnevo partners with Virgin Atlantic and Tourvest to Launch First Fully Integrated 360° Airline Retail Journey

‍Omnevo is rolling out its end-to-end retail technology platform in its first full-scale airline implementation, launching with Virgin Atlantic.

Virgin Atlantic has selected Omnevo, the global leader in end-to-end ancillary revenue solutions for aviation, as its retail technology partner for Retail Therapy, alongside travel retail concessionaire Tourvest. This agreement marks Omnevo’s first fully end-to-end technology deployment, integrating every stage of the passenger journey from booking to post-flight retail.

The partnership will deliver a seamless 360° customer experience, uniting duty-free e-commerce, loyalty integration, pre-order meals, onboard sales, and logistics in one connected platform. The project is set to launch by the end of 2025, setting a new benchmark for inflight retail innovation.

Transforming the Passenger Experience

The first phase will migrate Virgin Atlantic’s Retail Therapy duty-free store to Omnevo’s advanced platform, integrating it with their two flagship programmes, Virgin Atlantic Flying Club and Virgin Red. In the second phase, customers will be able to pre-order and pre-select a range of services, from duty free items to complimentary meals, giving passengers the confidence of being fully prepared before their journey.

This fully integrated process introduces an “Exit Through the Gift Shop” concept to aviation: after choosing their complimentary meal, customers will be tempted with personalised duty-free offers tailored to their journey and preferences. The end-to-end solution will also include onboard EPOS, back-office management, and logistics through the Omnevo suite.

A Series of Industry Firsts

• First time an airline links complimentary meal selection with personalised retail upselling.
• First time Omnevo deploys its full product stack for a global carrier.
• First Virgin Atlantic retail journey integrating loyalty, meals, duty free, and post-flight retail into a single platform.
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Driving Digitalisation & Sustainability

This initiative is part of Omnevo’s mission to help airlines accelerate digitalisation and transform the passenger journey. By integrating meal pre-selection, loyalty, and retail into one seamless ecosystem, Virgin Atlantic is unlocking new ways to personalise the travel experience, streamline onboard operations, and open fresh revenue opportunities.

From a sustainability perspective, Omnevo’s platform enables smarter meal forecasting and selection, helping Virgin Atlantic cut food waste while enhancing efficiency. Building on its success in eliminating 90% of single-use plastics onboard, Virgin Atlantic is taking another bold step toward more responsible and sustainable air travel.

This launch also represents the beginning of a broader retail transformation, with further developments planned for 2026. Together, Omnevo, Virgin Atlantic, and Tourvest are reshaping the future of airline retail.

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Bethan Lynch, Vice President, Customer Journeys, Virgin Atlantic commented:

“We have a long-standing relationship and trust in Omnevo’s technology, and this project takes our partnership to the next level.By integrating complimentary meal selection, loyalty, and retail into one seamless journey, we’re offering our customers choice, convenience, and a more personalised, sustainable travel experience.”

Daniel Haller, Program Director, Omnevo

“This partnership is a milestone for Omnevo. It’s the first time we’ve deployed our full end-to-end product stack for a major global carrier, from booking through to post-flight retail. Virgin Atlantic is setting a new standard for inflight retail, and we’re proud to be at the heart of it.”

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About Omnevo
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Omnevo, founded in 2021 and based in Wiesbaden, Germany, is the preferred omnichannel evolution partner for airports, airlines, and rail operators in the travel retail technology space. Omnevo specialises in empowering mobility and hospitality providers to maximise ancillary revenue through advanced, modular technology solutions. Their highly adaptable, scalable platform allows its partners to take control of their retail strategies, enhancing customer engagement across every stage of the travel journey.

About Virgin Atlantic  

Virgin Atlantic was founded by entrepreneur Sir Richard Branson in 1984, with innovation and amazing customer service at its core. In 2023, Virgin Atlantic was voted Britain’s only GlobalFive Star Airline by APEX for the seventh year running in the Official AirlineRatings. Headquartered in London, it employs more than 8,500 people worldwide, flying customers to 30 destinations across four continents throughout the year.    

Alongside shareholder and Joint Venture partner Delta Air Lines, Virgin Atlantic operates a leading transatlantic network, with onward connections to over 200 cities around the world. In February 2020, Air France-KLM, Delta Air Lines and Virgin Atlantic launched an expanded Joint Venture, offering a comprehensive route network, convenient flight schedules, competitive fares and reciprocal frequent flyer benefits, including the ability to earn and redeem miles across all carriers. Virgin Atlantic joined SkyTeam in March 2023 as the global airline alliance’s first and only UK member airline, enhancing the alliance’s transatlantic network and services to and from Heathrow and Manchester Airport.      

Virgin Atlantic has been pioneering sustainability leadership for more than 15 years, committing to Net Zero by 2050 and continuous action that reduces environmental impact.  The airline operates one of the youngest and most fuel-efficient fleets in the skies, with an average age under seven years. In October 2022, Virgin Atlantic welcomed its first A330-900’s to the fleet, continuing its transformation towards 100% next generation aircraft by 2028.  In November 2023, the airline led a consortium to deliver the world’s first flight across the Atlantic on 100% Sustainable Aviation Fuel (SAF), demonstrating that 100% SAF can be used safely as a drop in fuel in existing infrastructure, engines and airframes. The need to scale production is an industry imperative and Virgin Atlantic is committed to radical collaboration across the energy chain to support commercialisation ahead of 2030.     

For more information visit www.virginatlantic.com or via Facebook, Twitter and Instagram @virginatlantic.