Hilton Debuts Brand, Virgin Atlantic Adds Starlink and TSA Drops Shoe Rule

In today’s pod we check out Hilton’s extended stay brand, connect with Virgin Atlantic’s onboard Wi-Fi, and keep our shoes on through airport security.

Good morning from Skift. It’s Wednesday, July 9. Here’s what you need to know about the business of travel today.

Hilton has officially launched its newest hotel brand as it looks to expand its presence in the extended-stay market, writes Senior Hospitality Editor Sean O’Neill.

The company opened its first LivSmart Studios by Hilton on Tuesday in Tullahoma, Tennessee. The brand is designed for guests staying at least 20 nights, including workers on assignment and relocating families who collectively spend $300 billion annually worldwide on temporary lodging.

O’Neill writes Hilton wanted to add an extended-stay brand after it saw the segment prove remarkably durable during the pandemic. The launch of LivSmart Studios also represents Hilton's latest effort to expand its mid-market footprint, a strategy CEO Christopher Nassetta has championed as critical for long-term growth.

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Next, Virgin Atlantic announced on Tuesday that it will install Elon Musk’s Starlink throughout its fleet, becoming the latest airline to opt for the satellite technology, writes Airlines Reporter Meghna Maharishi.

Maharishi reports Virgin Atlantic is the first UK airline to partner with Starlink. The carrier said it will start installation on three of its aircraft during the third quarter of 2026 and expects to complete it by the end of 2027. Customers will be able to access live TV and streaming, gaming, and online shopping in addition to free in-flight Wi-Fi.

Maharishi adds airlines have increasingly been inking deals with Starlink for its high-speed in-flight connectivity and as part of a push to attract more business and premium customers.

Finally, The U.S. Department of Homeland Secretary Kristi Noem confirmed Tuesday night that the TSA will end its long-standing requirement for most passengers to remove their shoes during airport security screenings, reports Maharishi.

Sec. Noem cited improved screening technology and upcoming events like the Olympics and World Cup as a reason for changing the policy. Exceptions will remain for certain travelers who require additional screening, where shoe removal may still be requested.

She noted that the TSA PreCheck program still offers advantages beyond the new policy, such as keeping belts, coats, and electronics in place during screening.