Virgin Atlantic has been quietly exposing elements of a new website to consumers over the past few weeks and is now ready to throw open the doors to customers around the world.
The airline's core market in the UK will be the first to see a spruced-up homepage ahead of other new features being added on a regular basis over the coming months.
Users of its country sites elsewhere will notice a switch shortly, say staff working on the project.
Virgin appears to have followed the current trend for giving over significant parts of its homepage real estate to a carousel for strong images depicting its destinations and for flogging promotions.
The carrier is also demonstrating that the SEO department does indeed talk to the those putting the design brief together (VA has a long-standing relationship with EMC Conchango).
Users coming in via search links or PPC ads will find the carousel set up to feature content related to their search, such as pictures of New York, Orlando etc.
Elsewhere the lead search facility on the homepage was also cleaned up and some new features added to the vertical navigation bars.
Virgin says the look and feel from the homepage will be pushed to other pages over time. All changes will be A-B tested - similar to the recent stealth testing - beforehand.
Despite the presence of EMC at the Virgin VJam Day last year, which attracted plenty of attention in the design and social media community, there are no plans to implement anything substantial from the day into the ongoing development work for the site.
However, Virgin says curiously that some offline initiatives may emerge from the pow-wow which took place in London.