The airline says its revamped sales structure will strengthen support for group travel and create new opportunities in the MICE market. cristianstorto for Adobe Stock
Virgin Atlantic is strengthening its focus on meetings through a reorganization of its agency sales team designed to support growth in the sector through 2027.
As part of the move, director of global agency sales Nicki Goldsmith has expanded her responsibilities to include groups, meetings and events, alongside leisure and travel management company sales, underscoring the strategic importance of the segment within the airline's commercial strategy.
Virgin Atlantic also has appointed Nick Johnson as groups and MICE lead, bringing the airline's groups and specialist teams under a single leadership structure. Johnson, a 19-year veteran of the carrier, has held positions across agency sales, loyalty and crew training.
Investment in group travel
By consolidating oversight of its groups and MICE operations, and elevating the segment within its agency sales organization, Virgin Atlantic says it is aiming to provide more specialized support for meetings.
"As we continue to grow, this expanded leadership team will help us build even closer relationships with the trade, unlock new opportunities, and ensure Virgin Atlantic remains easy to do business with, while delivering the brilliant service our partners know and expect from us," Goldsmith said in a statement.
According to the airline, the new structure is intended to align sales efforts across customer segments and create new commercial opportunities. For meeting planners, the changes signal that Virgin Atlantic views the events market as a key driver of future growth and is investing resources accordingly.