Virgin Atlantic to ditch in-flight bars, saying ‘the world has moved on’

The airline has revealed it plans to remove bars from planes, a key feature on Virgin Atlantic flights since the ’80s, replacing them with extra seating.

Virgin Atlantic caused a stir when it became the first international airline to incorporate a bar on its planes in the 1980s. The bars, located on the upper deck, were open to Upper Class customers only from as early as the airline’s inaugural flight from London to New York, and quickly became known for creating a convivial atmosphere on-board.

Chic design was integral to Virgin’s in-flight bars from the start, with “a contemporary chandelier” at one point helping “to define the bar area and further accentuate its glamorous atmosphere,” according to design studio Softroom, which co-created the bars.

These spaces, where passengers could perch on bar stools around a horseshoe or circular shaped bartop, were “built to a quality standard well beyond the industry’s norm and which raise passenger expectations of air travel for the future,” said Softroom.

“Dreadful mistake”

Despite becoming synonymous with Virgin Atlantic journeys, the in-flight bars have been gradually phased out on the carrier’s new planes since 2019. And now the airline’s CEO has revealed he is kiboshing the remaining bars on older jets, with Virgin Atlantic planes expected to be completely bar-free by 2030.

However, the decision has clearly not been an easy one, as Virgin Atlantic owner Richard Branson appeared to backtrack a year ago, claiming in June 2024 that removing the bars had been “a dreadful mistake” and saying he would be “bringing back the bar as soon as we possibly can”.

Last week the airline called this reversal of the decision into question, confirming that it is on track to ditch the feature because the bars are taking up space that could otherwise be used for seats.

“At Virgin Atlantic, people love a bar. It’s a very emotional word here. I love the bar and a lot of people love the bar,” said Shai Weiss, Virgin’s chief executive.

“But the world has moved on. You can’t stand still. We’ve made the decision, a bold decision, to try to make more of that space.”

Social space

A separate Virgin Atlantic spokesperson explained that “our guests can still enjoy the bars until 2028, and our other social space, The Loft, will continue to fly onboard our Airbus A350s and nine of our A330neos.”

Currently, the airline offers its Upper Class guests “Jeroboam-selected wines, premium spirits, and destination-inspired cocktails.” A partnership with English Sparkling producer Hambledon sees its fizz poured on-board, while Provencal pink Mirabeau One Day rosé is also on offer, as is The Virgin Atlantic Bloody Mary, made with Sapling vodka.

Meanwhile, Delta Airlines has teamed up with Taittinger, while Singapore Airlines became the only carrier to serve the “supreme” 2015 vintage of Cristal. Last year, Qatar appointed Master of Wine Anne Krebiehl to curate its wine offering and sourcing strategy, and United Airlines made the call to extend its Business Class wines to Economy passengers for an additional cost.

Branson recently revealed his succession plan for Virgin Atlantic, announcing that he wants his son Sam and daughter Holly to take over the airline when he retires. “Every decade we’ve had people talking about the Virgin Atlantic brand disappearing,” he said. “It will outlive myself and, hopefully, outlive my children and grandchildren as well. I plan to keep it in the family and they plan to keep it in the family.”

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