Virgin Trains is to invest £50m in improvements to customer service, including superfast WiFi, catering upgrades and station makeovers, in a campaign named Arrive Awesome.
As part of the investment, it would also invest £3m in catering to focus on the provenance and quality of its food offer, as well equipment upgrades.
Another £20m will be spent on station refurbishment across the UK with improved waiting rooms, extra ticket machines and more passenger information help points.
The company had already made investments in improving the on-board service, expanding its pre-boarding teams and introducing a reward scheme with Nectar.