Virgin outlines three-year growth plan
Virgin Atlantic is aiming to increase its number of business travellers by 10% within 12 months as it put premium passengers at the heart of a three-year growth plan.
The strategy, announced today, came as the carrier launched its first flights to Dubai.
It said Dubai, together with a sixth daily service to New York, would go some way to achieving the targets.
Other key factors expected to fuel premium traffic is the availability of its Upper Class Suite on all flights, the opening of a new clubhouse at Heathrow and an increased focus on DIY check-in. An announcement regarding “major changes” to the check-in and boarding process at Heathrow Terminal 3 will be made later this year, the company said in a statement.
Virgin added the focus on business travel is designed to boost operating margins and profitability “in a world of 60 euros ($72/£41) per barrel of fuel.”
The new £11/$20 million lounge is designed to provide the atmosphere of a private member’s club and includes a spa, pool tables, mini cinema, jacuzzi and roof garden.
Virgin chief executive Steve Ridgway said: “With a private member’s club on the ground and a private suite in the air, we’re delivering exactly what our passengers have been asking for – a seamless service with the privacy they need.
“We are confident that Virgin Atlantic will deliver another strong and profitable performance over the next three years.”
He stressed it would not lose sight of other passengers, emphasising new seats are being trialled in premium and premium economy.
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