Support Skift’s Independent Journalism

Skift’s editors and reporters produce over 150 exclusive stories every month. We are the leading source of news for the global travel industry.

Air travel may be for the masses, but that doesn’t mean airlines aren’t trying to personalise the experience at 30,000 feet.

But Virgin America wants to change that by making the individual seatback screens do everything from greet you by name to offer entertainment or meal choices based on what you have watched or eaten on previous flights.