Virgin closes in on corporate market

Virgin closes in on corporate market
By Hannah Edensor


Virgin Australia has got its blinkers on, and the carrot dangling ahead is the corporate market.

Focusing on becoming the preferred airline for business travellers, the carrier is pulling out all the stops to rival its number one competition: Qantas.

As part of the Game Change Program, Virgin wanted to be the airline of choice for travellers, a vision which has now shifted to become the Virgin Vision to 2017, and to grow into an Aussie favourite,

“Our vision was to become the ‘airline of choice’ for travellers, and we feel we’ve achieved this,” Virgin Australia’s chief customer officer Mark Hassell said at a press conference at ATE in Melbourne.

“Now, we want to work towards becoming ‘Australia’s favourite airline group’, for government, for corporates, for business, and for leisure.”

And in order to continue on this trajectory of hitting home with the corporate market, Virgin has a number of strategies rolling out.

Virgin Australia yesterday unveiled a major redesign of the Premium Economy cabin featured on board its Boeing 777 fleet, which will launch in late 2015.

“We think of it more as ‘business lite’ than ‘economy plus’,” Hassell said.

“And it’s not true what they say, size does matter.”

Virgin Economy Snackbar and seats

Virgin Premium Economy Snackbar and seats

In this vein, the new Premium Economy cabin will feature exclusive cabin size for 24 seats, seat pitch of 41 inches, more legroom than any other Aussie airline, plated meal service inspired by business class, crew trained in premium service, check-in priority boarding and baggage, and more choice of food and beverage offerings.

“We understand that Premium Economy guests want to arrive at their destination feeling refreshed and taken care of. We have therefore designed a more spacious and comfortable Premium Economy cabin and product, with a service that many other airlines reserve for their Business Class,” Hassell added.

“We are confident that this will be the best Premium Economy experience flying from Australia across the Pacific.”

A new and exclusive premium pantry will be replenished throughout the flight, stocked with an assortment of alcoholic and non-alcoholic beverages, light meal options and snacks.

The Premium Economy redesign will be rolled out with the airline’s revolutionary new Business Class suites launching on the Boeing 777 fleet later this year.

“People are expecting more, and we now have to up our game,” Hassell said.

“We’re disrupted the market, and the hard work is now about to start.”

“It’s all about the Virgin brand coming to life.”

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