Virgin Atlantic announced that it has appointed a "whispering coach" to ensure that customers in its Upper Class Dream Suite have a good shot at a restful night's sleep.

The coach will instruct crews on how to deal with the mechanics of travel without having to disturb the Dream Suite passengers. This instruction to the crews will deal with "tone, volume and sentiment."

Sentiment? That's important. I recall getting on a U.S.-bound plane in Frankfurt and being greeted with an attitude akin to, "Why are you on our airplane? Sit down and shut up."

We can only hope that this latest move by Virgin Atlantic spreads to other classes of travelers and even to other airlines. Maybe we could even segregate passengers into "sleeper" and "talker."