Virgin Atlantic announced it’s biggest ever investment into the business class product, as it pledged £100million ($156 million) over the next three years to enhance its Upper Class offering. As part of the investment, on board flights from Dubai to London, a brand new Upper Class ‘fine dining’ experience will take to the skies from March 1, 2012. Influenced by some of the best British restaurants and private members clubs, the new Upper Class dining service has been completely redesigned and customers will enjoy customised menus and local delicacies. A new Virgin Atlantic icon will be revealed – a champagne ‘coupe’ glass made famous in the golden age of Hollywood – to serve the welcome drink, toasting the journey ahead. Another great British tradition, afternoon tea, will also be served on individual mini cake stands.
The launch of other new business class products will commence on Virgin Atlantic’s London Heathrow to New York JFK service with highlights including a new upper class cabin, an enhanced seat, a futuristic bar and many other cabin updates to give passengers a unique flying experience. A new multi million pound Clubhouse at the John F Kennedy airport will also be launched later in the year.
Since the launch of its Dubai route, five years ago, Virgin Atlantic’ service from London to Dubai in the UAE has gone on to become a major success for the UK-based airline.
Jon Harding, general manager, international and distribution, for Virgin Atlantic, says: “Among a tough economic climate in Europe, with low consumer confidence on one hand and high fuel prices on the other, Dubai remains our bright spot.”
Virgin Atlantic’s 2010-2011 results showed revenues on its London-Dubai route increased 12 per cent year-on-year, fuelled by growing demand and Harding expects this growth to continue.
“We hope to hold steady our position in this part of the world. We’re seeing a steady increase in demand for our Upper Class and Premium Economy cabins and hope to see strong results in 2011-2012 too,” he points out. The airline is also keen to add a second flight from Dubai to London and has been ambition about it for a long time. Harding says: “We’re confident that the second service would be a success but we want be careful about when we launch it. Certainly with our Boeing 787 Dreamliners coming in by 2014, we think we could be looking to add that second flight.”
“We have tough competition but hope to continue to do well for ourselves. On an annualised basis, we are at 75 per cent for load factors, and during peak seasons that goes up to 80-90 per cent, which in terms of our overall network is pretty good.”
Harding says that the airline will continue to look at opportunities to expand its network in the region. “However, the focus is on our route to Dubai and in the longer term too, this is the route that we are keen to grow, particularly when we take delivery of our new aircraft,” he says.
Virgin Atlantic will take delivery of five new A330s this year and the much delayed 18 787s in 2014. Harding adds, “The addition of the Airbus A330’s is going to be a hugely important addition to our fleet too and we’re going to see around five arriving from the spring. We know that these aircraft are going to be a lot more fuel efficient burning approximately 15 per cent less fuel per passenger. For our customers we’re launching new seats and services on these planes so it’s going to be very exciting!”
With London in the spotlight with the upcoming Olympics, Harding is confident that demand to London will continue to remain strong as ever. “The Olympic Games is the single biggest global event and is a huge advert of the UK and a massive opportunity for all of us in the travel and tourism industry. There is a huge amount of destination marketing that is taking place. We are very keen on promoting an image of contemporary Britain, more than just Trafalgar Square or the changing of the guards. Also, there is a huge opportunity for us to tap both out traditional markets like Japan and newer markets like Kenya,” he says.
Last year, the airline also introduced a new dining service in its Economy Class. The service includes a new menu, welcome cocktail and a smaller soft-touch, non-slip snack tray.