Virgin unveils baggage tracker to ease traveller stress

Virgin Australia’s chief customer and digital officer Paul Jones says he’s confident the airline’s recent string of cancellations and poor on-time performance is behind it.

He joined at a volatile but optimistic period for the airline business. Like all carriers, Virgin has been buoyed by the insatiable demand for travel and looks nothing like its pre-administration self. Many say Jones has the most difficult job in the business because his success is almost exclusively determined by the experience of its customers.

“The genesis for the tool came out of a 2019 survey we did, which revealed that checking bags was one of the biggest stress points for customers. I’m sure during the last few years, that’s only become greater. So we’re now giving customers visibility over their bags across every step of the journey,” Jones said.Online baggage tracking is the latest in a string of initiatives Virgin has taken to try and improve the uncomfortable parts of travel.

It’s difficult to remember the future of the Australian aviation industry and indeed Virgin itself was seriously in question less than three years ago. For newly minted Jones, it was a perilous time.“When I first joined we had borders opening and closing at a whim. It was incredibly difficult for our staff and our customers. I think the industry as a whole did as much as it could but the thing I noticed initially was the focus on taking care of our people,” Jones said.

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