Shai Weiss, Chief Executive Officer of popular British airline, Virgin Atlantic has approved of crew members displaying tattoos and wearing gendered uniforms of choice while on duty.
According to Weiss, the new policy is aimed at ‘bringing the fun back to flying,’ which he says is Virgin’s big differentiator. The airline is on firmer footing, he says, with operational profit approaching breakeven.
That has ranged from upscale upgrades—last year Virgin introduced its “Retreat Suite,” which features large first-class seats with sliding doors for privacy and the ability to host a dinner companion—to socially progressive policies, such as allowing crew members to display tattoos and wear whatever gendered uniform they choose. It also extends to environmental stewardship, with advocacy for the greater use of sustainable aviation fuel, and additional routes, including a return to London-Toronto flights next year.
“We prefer to say “irreverent.” When we announced the policies, I got complaints, but I knew that we were right. We know that some of the stuff we do is not pleasing to everyone all the time, but that doesn’t mean it isn’t right. It ensures that everyone is welcome, can be their best, and perform at Virgin Atlantic. I know some people will find it too progressive, and that’s okay. Society will catch up. We’re not just running a popularity contest. It’s not a PR stunt,” he told Fortune in a recent interview.
Weiss says he understands why many air travelers are cranky. Overbooked flights, delays, a myriad of problems with Boeing planes, stricter lounge access, long security lines, lost luggage, and crowded airports have made air travel a shadow of its former glamorous self.
“Is the public justified? Yes. They pay a lot of money and expect us to be on time, clean, reliable, and safe. The issues of the pandemic and the ability to cope with record demand for travel show that, collectively, we have a few issues to work through. I’d say we are at the top of the pole in addressing these industry problems,” says Weiss, who in 2019 became CEO of the airline founded by Sir Richard Branson in London 40 years ago this month.