Virgin Australia is exploring the potential of AI-driven personalization as part of its retail transformation strategy.

The airline has begun utilizing components of the SabreMosaic platform to deliver “ancillary offers” to travelers before their flights, aiming to generate additional revenue.

Passengers may have already noticed these emailed offers in recent months, which utilize technology from Sabre, an enhanced modular platform introduced earlier this year.

As the inaugural customer for SabreMosaic, Virgin Australia is making a significant investment in transforming its retail operations over several years.

The airline has integrated the offer management suite from SabreMosaic, which includes AI-enhanced tools for dynamic seat pricing and upselling opportunities once a booking is made.

The dual objectives are to “dynamically optimize airfare offers based on market insights” and to provide personalized ancillary seat offers that are more appealing to Virgin Australia’s travelers.

Over the coming years, the airline plans to implement over 40 products throughout its retail lifecycle, utilizing a phased approach.

This strategy will combine traditional Sabre technologies and commercial planning tools—long-time staples of Virgin Australia—with the newer SabreMosaic platform, which operates on Google Cloud.

Sabre also announced that Virgin Australia has renewed its existing agreements, which include support for its current IT systems.

In terms of airline IT, Virgin Australia will continue to utilize the SabreSonic Passenger Service System (PSS) and related solutions as it transitions to an offer and order environment.

CIO David Hogarth noted that the integration of SabreMosaic “will gradually allow us to refine our offers, improve guest interactions, and establish a competitive edge in the market.”