Brands over time

Virgin Atlantic
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

77 of Virgin Atlantic's own blog posts, press releases and announcements, 2025 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 9 other travel brands, and what it sounds like in its own words.

Pages measured
77
Years covered
2025–26
Archived before ChatGPT
0
Blog · press
73 · 4

01 · Homepage

One capture a year

Virgin Atlantic's homepage from 2005 to 2025, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2025virginatlantic.com28 Jun 2025
Virgin Atlantic homepage, 28 Jun 2025

Screenshot of Virgin Atlantic’s homepage (virginatlantic.com) as archived by the Internet Archive on 28 Jun 2025. © Virgin Atlantic or its licensors. Shown for comparison and review; not endorsed by Virgin Atlantic.

Homepage

2025

“Make memories for less”

Page title

Book flights with Virgin Atlantic

Open on the Internet Archive
  1. 2005SPECIAL OFFERS TO THE USA, CARIBBEAN, ASIA, AUSTRALIA & AFRICA
  2. 2013Virgin Atlantic and Delta.\ \ Great minds fly alike.
  3. 2014Welcome to blissful \ \ indulgence
  4. 2016Your "One Day" \ \ could be today
  5. 2018Flying within 24 hours? Check in now
  6. 2025Make memories for less

12 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Travel avg 12.6
10.8
12.4
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
2021no pages
2022no pages
2023no pages
2024no pages
20253 pp
20268 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202510.83
202612.48

Years with pages: 2025 (3), 2026 (8). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Virgin Atlantic among travel brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Questions

    44% more than its sector

    2.8 against a sector average of 1.9; 2nd highest of 6.

  2. Contractions

    23% more than its sector

    15.9 against a sector average of 12.9; mid-table, 3rd of 6.

  3. "You"

    15% more than its sector

    52% against a sector average of 45%; highest of 6.

Sentence length2nd lowest of 6
Virgin Atlantic 11.8
11.713.5
ContractionsMid-table, 3rd of 6
Virgin Atlantic 15.9
3.720.4
"You"Highest of 6
Virgin Atlantic 52%
21%52%
"We"Mid-table, 4th of 6
Virgin Atlantic 44%
41%64%
Questions2nd highest of 6
Virgin Atlantic 2.8
0.74.2
Long wordsMid-table, 4th of 6
Virgin Atlantic 25%
24%34%
Em dashesMid-table, 3rd of 6
Virgin Atlantic 2.36
0.795.40
AI-associated words2nd highest of 6
Virgin Atlantic 1.06
0.153.44
ExclamationsMid-table, 3rd of 6
Virgin Atlantic 0.64
0.052.48
Page lengthHighest of 6
Virgin Atlantic 1,385
7021,385

Pages measured: British Airways 16 · easyJet 23 · Ryanair 0 · Jet2 118 · Virgin Atlantic 77 · TUI 189 · Loganair 1 · Trainline 34 · National Express 1 · Eurostar 0. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words Virgin Atlantic uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

thu130.3 vs 10.0
wed130.3 vs 7.6
tue130.3 vs 7.5
mon130.3 vs 6.7
sat130.6 vs 6.2
fri130.3 vs 12.7
sun132.6 vs 16.2
york38.4 vs 3.8
corporate33.2 vs 2.1
experience46.3 vs 9.4
media33.6 vs 4.0
manchester26.8 vs 2.7
Virgin AtlanticSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 77 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

202524 Oct · Blog
“Today, we look back on the event as one of the more tragic and mystifying chapters in early American history. But for those fascinated by all things macabre and spooky, the Witch Trials have also inspired a lasting interest that still surrounds the town of Salem today.”
Salem Witch Tour

06 · Every page

All 113 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 77 count towards the measures; the rest were not measured (2 pdf report (annual report, info pack), 30 mostly short lines (lists, tables, link pages) rather than prose, 2 same text as an earlier page from this brand, 2 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

20268 pages
20253 pages
In the overall numbers, no year66 pages
Not measured36 pages

07 · Method

How this was measured

The pages

Virgin Atlantic's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.