Virgin Atlantic announces moves to help deaf and hard-of-hearing travellers

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Louise Thomas

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Virgin Atlantic is stepping up its efforts to help deaf and hard of hearing travellers, with initiatives including special training for more of its crew.

The airline’s team of British sign language (BSL) trained crew has more than doubled since last year, while Virgin announced moves to increase subtitled options on in-flight entertainment, as well as support from customer service staff.

The airline has teamed up with deaf Gladiators star Jodie Ounsley, and deaf twin content creators, Hermon and Heroda Berhane, saying it wanted to better understand the needs of its deaf and hard-of-hearing customers.

They tested services on a flight from London Heathrow to Washington and released a film to mark International Week of Deaf People.

Jodie Ounsley, who was born deaf, and Hermon and Heroda Berhane, who communicate in BSL, shared their feedback with Virgin Atlantic’s newly created accessibility advisory board, which aims to help shape the development of new offerings to customers.

Ms Ounsley said: “Until recently I didn’t feel confident enough to fly on my own, but knowing that airlines like Virgin Atlantic can provide specially trained crew with the awareness and understanding to make me feel comfortable on board is really empowering.

Emma Flanagan, a Virgin Atlantic BSL-trained cabin crew member, said: “My goddaughter was born deaf, so I started learning BSL so I could communicate with her.

“I also have tinnitus, so understand what the experience of flying can be like for someone with hearing loss.

“Making all passengers feel included and empowered at every stage of the flight is a key part of our role as cabin crew.”

Virgin Atlantic has been working with national charity the RNID on research which found that more than half of people who are deaf or have hearing loss worried about communicating with cabin crew.

Teri Devine, director of inclusion at RNID, said: “One in three adults in the UK are deaf or have hearing loss, yet our research shows that every day people face negative attitudes and behaviours at work, when they’re out shopping, and even from their families.

“The impact of this can be huge, making people feel excluded, lonely and disrespected, and destroying their confidence.”