Episode 3

Episode 3: The power of entrepreneurial thinking for brands: Virgin Atlantic

Published on: 11th June, 2024

This episode is the third in our series on entrepreneurial thinking, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. 

In this episode The Marketing Society member Ruth Fittock speaks to Head of Clubhouses at Virgin Atlantic, Rami El-Dahshan about one of those principles specifically- customer obsession. 

We dive into Virgin Atlantic's customer-centric approach and how they deliver personalized experiences in their luxurious lounges and on board their flights. Rami, our guest from Virgin Atlantic, shares how the leadership team, including the CEO, regularly works shifts in the lounges to gain a deep understanding of the customer experience.

Discover how Virgin Atlantic empowers their staff to build meaningful relationships with customers and provide exceptional, tailored service without following a strict script. Learn about the company's investment in staff development and their unique culture that encourages employees to be themselves.

We explore Virgin Atlantic's differentiation strategy, focusing on providing a luxurious experience with fresh, seasonal menus and an emphasis on the provenance of ingredients. Rami also discusses the airline's commitment to incorporating sustainable practices and providing customers with tangible examples of their brand values in action.

Gain insights into Virgin Atlantic's highly loyal customer base and how they foster strong relationships by responding to feedback and engaging in dialogue. Finally, we discuss the company's approach to partnering with innovative, up-and-coming brands to stay ahead of trends and enhance their offerings.

Whether you're in the airline industry, hospitality, or any customer-facing business, this episode is packed with valuable lessons on delivering exceptional personalized experiences, empowering staff, and building strong customer relationships. Tune in now and learn from Virgin Atlantic's customer-centric success story!

Our Host: Ruth Fittock

Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps).  Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

Our Guest: Rami El-Dahshan, Head of Clubhouses at Virgin Atlantic

Head of Lounges at Virgin Atlantic for the last three years. Previously head of UK sales for Virgin and a variety of commercial roles at British Airways.


Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

Next Episode All Episodes Previous Episode
Show artwork for The Marketing Society podcast

About the Podcast

The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 2650+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of our Marketing Society Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

Become a member