Virgin Atlantic will open a Clubhouse lounge at Los Angeles International Airport, Business Traveller can reveal.
And the carrier will also equip its entire fleet of aircraft with wifi connectivity over the next few years.
Craig Kreeger, Virgin Atlantic's CEO, said that both developments will come as part of the £300 million the airline is investing in "customer experience".
He told Business Traveller: "We've made the decision to put a Virgin Atlantic Clubhouse in Los Angeles so that we can improve the ground proposition for our business class or Upper Class passengers in Los Angeles, a market that we think is important for us."
More details, including when the Clubhouse will open, will be announced in due course, Kreeger said.
The airline today announced five additional transatlantic flights, including a second daily service to LAX, as well as four route cancellations (see news, September 3).
Virgin is scheduled to receive its first B787-9 Dreamliner later this month (see news, June 22). The aircraft, which will start flying to Boston in late October, will come with built-in wifi connectivity.
Each further B787-9 will arrive at Virgin equipped with wifi, but the airline is also planning to retrofit its entire fleet with wifi connectivity.
Kreeger said: "Within four years more than half of our fleet will be 787s. It caused us to look at our entire product line to make sure that we're offering, on every airplane, a level of service that is differentiating on Virgin Atlantic.
"One of the things that the 787 will come with, which we're going to roll-out to the remainder of our fleet, is wifi. So our entire fleet will be wifi connected."