Case Study: Virgin America improves customer experience and loyalty with SurveyMonkey

Customer research helps Virgin America soar despite air travel industry challenges

Virgin America, a California-based domestic airline founded in 2007, faced the challenge of breaking into a crowded, cost-pressured industry while delivering a consistently great customer experience and identifying the right passenger segments to target—especially business and small‑business travelers.

To solve this, Virgin America ran ongoing customer research using SurveyMonkey and Net Promoter Score tracking to gather detailed feedback, revamp offerings (from catering to digital touchpoints), and target marketing more precisely. Those insights were shared across the company to improve operations and the guest experience, driving stronger customer loyalty, clearer differentiation from competitors, and sustained financial gains.

Virgin America

Luanne Calvert

VP of Marketing and Communications