Virgin Atlantic has teamed up with deaf Gladiators star Jodie Ounsley and content creators Hermon and Heroda Berhane to put its inclusive travel services to the test. The collaboration is part of the airline’s broader commitment to making air travel more accessible for deaf and hard of hearing passengers.
As the only UK airline offering British Sign Language (BSL) trained cabin crew, Virgin Atlantic invited the trio to experience a flight from London to Washington, D.C., and provide feedback on the service. The journey was captured in a new short film released during International Week of Deaf People, which showcases the airline’s efforts to ensure a smooth and inclusive experience for all passengers.
Inclusive Travel for Deaf Passengers
The film highlights how Virgin Atlantic’s BSL-trained crew deliver the airline’s signature hospitality, offering services in BSL such as assisting with in-flight announcements, navigating the cabin, and facilitating accessible in-flight entertainment.
Jodie Ounsley, born deaf and a cochlear implant user, praised the initiative: “Until recently, I didn’t feel confident flying alone, but Virgin Atlantic’s BSL-trained crew made me feel comfortable and understood. It’s empowering to see how my feedback will help make travel easier for other deaf passengers.”
Hermon and Heroda Berhane echoed Jodie’s sentiments, expressing how “surreal” it was to feel understood and have their needs catered to during the flight.
Commitment to Inclusivity
Virgin Atlantic’s new Accessibility Advisory Board will use the feedback from Jodie, Hermon, and Heroda to further improve its services. This board, comprised of industry leaders with personal experiences in accessible travel, is committed to shaping future offerings that prioritise inclusivity for all.
Virgin Atlantic has already made significant strides, increasing the number of BSL-trained crew and offering features such as hearing loops on all flights and more accessible in-flight entertainment options. The airline has also introduced Sign Live, an on-demand BSL interpreter for customer service, ensuring that deaf passengers receive support throughout their journey.
Research Highlights Challenges for Deaf Travellers
Research conducted in partnership with the RNID (Royal National Institute for Deaf People) reveals that while 82% of people who are deaf or hard of hearing plan to travel abroad in the next year, 58% worry about communication barriers with cabin crew. Moreover, 81% of those surveyed expressed a desire for deaf awareness training to become standard across the aviation industry.
Teri Devine, Director of Inclusion at RNID, applauded Virgin Atlantic’s efforts: “We welcome Virgin Atlantic’s commitment to inclusive travel. By implementing BSL training and accessible services, they are helping to create a world where deaf people can travel with confidence and without barriers.”
Expanding the Conversation
Virgin Atlantic’s initiative doesn’t stop with onboard service. The airline partnered with Channel 4 to run a special campaign during International Week of Deaf People. The ad, which aired during popular programmes like Gogglebox and The Great British Bake Off, features one of Virgin Atlantic’s BSL-trained cabin crew alongside Channel 4’s own BSL interpreter, further showcasing the airline’s commitment to inclusivity.
Looking Ahead
Virgin Atlantic is continuing to expand its BSL training and looking to incorporate more general conversation skills into the training, based on feedback from passengers. This move aligns with the airline’s mission to make air travel as inclusive as possible, empowering deaf travellers to explore the world with confidence.
For more information on Virgin Atlantic’s BSL services and to request BSL-trained crew for your next flight, visit the airline’s official website.
