As the shocking images started to break on news channels around the world on 7 January, no-one could have imagined that what started as a single outbreak of fire in Pacific Palisades in western LA would turn into such a nightmarish event.

The horrific conflagration of 14 different wildfires lasted nearly a month, destroyed more than 50,000 acres of land, displaced 10,000 people, and took 30 lives. Inevitably, this had an effect on tourism, with visitors initially staying away.

Recovery is well underway, with LA running major promotional campaigns. But throughout the whole period, one airline with an indelibly strong connection to the city – this year will in fact be the 35th anniversary of its route from London – also operated a “business as usual” approach: Virgin Atlantic.

Chief commercial officer Juha Jarvinen said the route wasn’t affected during this time, nor did the airline consider cutting down the number of flights out of Heathrow, from where it flies up to three times a day.

“While we closely monitored the devastating wildfires across southern California, our flight schedule continued to operate as normal,” Jarvinen told TTG Luxury. “To support our customers during this difficult time, we introduced a flexible booking policy, to allow all customers travelling to Los Angeles to rearrange their travel with no change fees.”

He adds that while saw no impact from the fires on US point of sale traffic there was, however, a moderate impact on UK passenger numbers, as some major events during the regular annual awards season were cancelled or postponed.

“This route remains one of our most important,” he emphasises, “and our service performs exceptionally well in terms of both business and leisure travel – we had a 4% increase in passengers in 2024. We’re also seeing an increase in Upper Class travel with more than 60,000 customers travelling in this cabin, an increase of 2% year on year.”

To aid LA’s recovery, Virgin Atlantic supported its charity partner Save The Children, with the focus on helping displaced families and children. Many of Virgin’s cabin crew helped out on the ground, supporting those who had lost everything as well as volunteering in animal shelters.

Adds Jarvinen: “We are also proud to welcome active-duty firefighters with the Los Angeles Fire Department into the new LAX Clubhouse before their flights as a thank you for their tireless service in recent months.”

Join the club

That Clubhouse has just opened in Terminal B, the Tom Bradley International Terminal (a previous incarnation was situated in Terminal 2 between 2015 and 2021). At just 408 sq m, it’s much smaller than Virgin’s flagship clubhouse at Terminal 3 at Heathrow, but it still manages to transmit a groovy LA vibe. This comes from interior design touches such as a transitional lighting panel above the bar that reflects the city’s sunrise and sunsets as well as custom artwork by artist Adam Ellis incorporating some of LA’s most famous landmarks. 

Trademark red also makes an appearance, on the carpet throughout the comfortable Ruby Room and there’s glazed gold lighting by Tom Dixon which whispers Hollywood glam.

There’s also a focus on that most LA of preoccupations, health and wellness, with CBD-infused beverages from Trip, and a new proposition called the Zen Den. This small private room features a hi-tech Magic Mirror, which offers 10- to 15-minute preloaded routines for those who want to wind down and refocus with yoga stretches, weights, or meditation. The mirror even features a greeting from Richard Branson himself.

LA experience

Explaining why Virgin took the decision to unveil this new Clubhouse at LAX, chief customer and operating officer, Corneel Koster, says: “We have a real link with LA, having been here for more than three decades, and consider it one of our home markets after the UK. As ever, we want all our customers to feel like they’re part of our club. And also, because which other airline has a founder who has a Hollywood star?!”

Branson received the star in 2018 in recognition of his part in co-founding Virgin Records, which is also referenced in some of the working booths in the lounge where walls are adorned with famous albums released on the label.

“With plenty of spaces to work and relax, there is also a firm emphasis on food and drink too,” adds Koster. Similarly to Heathrow, there is a deli bar offering a range of salads, charcuterie and cheeses, and dozens of hot dishes, from Branson’s fave, fish and chips, to sticky Korean wings, tofu pho, a Cali fig salad and fish tacos. Of course, there is also an impressive range of wines, beer and cocktails including – if you’re sitting in the Royal Box, a private space off the Ruby Room – the Drama Queen, a gin, liqueur and berry confection which arrives with a bubble of smoke.

And that’s not all Virgin is rolling out this year to enhance the premium experience, reveal Jarvinen and Koster. “We’re hoping to add more A350s – our largest aircraft – to the Heathrow-LA route, and we’re working on elevating the cabins on all of our aircraft. We’ve also got some exciting developments in the digital space. We’re re-imagining our app experience to be faster, simpler, smarter. As the ultimate companion to experience Virgin Atlantic, it’ll put the world of Virgin in travellers’ pockets.”  

How to book it

Virgin Atlantic flies daily direct between Heathrow and Los Angeles with return Upper Class fares from £2,648 per person (available for selected departures).