Sharpening their pencil for head on competition with Qantas, Virgin Blue has moved to snare some business class travellers from the flying kangaroo with the introduction of new ‘premium economy’ seating.
The first three rows of the airline’s Boeing aircraft will be fitted with red leather seats and both the Boeing and the new Embraer aircraft will offer the premium economy product.
Virgin Blue says the introduction of a domestic premium product is a key component of its ‘New World Carrier’ strategy, which is aimed at catering to the needs of contemporary business travellers.
Demonstration models of the premium seats were unveiled to shareholders today at the airline’s annual general meeting.
“Over the past two years, the airline has evolved into a highly desirable business travel option with the introduction of our loyalty program ‘Velocity’, The Lounge at major airports, flexible fares and other business friendly initiatives,” said Brett Godfrey, Virgin Blue’s chief executive.
“We expect our latest product enhancement to appeal to amongst others, the corporate and government sectors as it will offer superior value for money and additional benefits for those who choose to book economy and prefer a premium product.”
Though to be similar to the business class section of Ansett’s aircraft, the carrier’s premium economy seats can be easily converted to offer a maximum of 12 premier seats or Virgin Blue’s standard three by three configuration.
Premium economy will feature: –
** Two by two seating instead of three by three seating on all Boeing aircraft;
** Comfortable leather seating with additional leg room through an increased seat pitch, as well as increased seat width. The middle seat on the Boeing effectively becomes a personal cocktail table for refreshments;
** Full complimentary access to the 24 Foxtel Live2air in-flight entertainment channels;
** Priority check-in (or Web check-in and kiosk check-in for those who prefer checking in themselves;
** Increased checked baggage allowance to 32 kilograms
** Complimentary access to The Lounge facilities in primary ports of Adelaide, Brisbane, Canberra, Melbourne and Sydney; and
** Fully flexible and fully refundable fares.
“We have always been responsive to the requirements of our increasing number of corporate guests whether it be the re-introduction of Canberra-Sydney flights, a new lounge concept or our frequent flyer program, Velocity,” said Godfrey.
“Launching a premium offering is another example of Virgin Blue’s evolution to suit their needs and we are confident the introduction of premium economy will meet the changing needs of Australian business travellers.”
Installation of the new seats will begin this year, with the entire fleet fitted out in time for the official launch of the premium economy in 2008.
A Report by The Mole
