Virgin America’s Social Strategy: How the Airline Engaged Travelers

Virgin America has teamed up with Here On Biz to introduce the first in-flight social network, which will be available on all domestic Virgin America flights by the end of February. Designed for tech-savvy business travelers who want to stay connected, the service lets passengers “network on the fly” while flying at 35,000 feet. Travelers can download the Here On Biz app (free from the Apple App Store) before boarding and use it in the air to find LinkedIn connections on their Virgin America flight, at the airport, or while traveling to a conference.

Using Virgin America’s fleet-wide Gogo In-Flight WiFi and custom APIs that determine an aircraft’s position, Here On Biz’s geolocation tools allow passengers to discover and connect with other travelers. The app can identify people on the same flight, passengers on other Virgin America flights, or fellow travelers at the destination. From this month through July 2014, passengers on all domestic Virgin America routes can access Here On Biz at no charge via the Gogo network. The app also includes privacy controls so users can restrict visibility or turn off their discoverability entirely.

By enabling professional networking during transit, the partnership seeks to make productive use of travel time and help business travelers expand their networks with people they are already sharing a journey with. The integration of LinkedIn and flight-aware geolocation offers a convenient way to reconnect with known contacts or meet new ones who share similar destinations or interests.

For frequent flyers who value both connectivity and privacy, the app’s settings give clear control over what information is shared and with whom. Passengers can choose whether to appear visible to everyone on a flight, only to mutual connections, or to remain hidden, ensuring flexibility for different comfort levels.

Virgin America and Here On Biz emphasize that the in-flight social network is optional and intended to complement, not replace, existing in-person networking opportunities. Whether preparing for a business meeting, heading to an industry event, or simply looking to make a new professional contact, travelers will now have another practical tool to manage connections while airborne.