Virgin Atlantic to 'continue innovating' after economy shake-up

The airline revealed its “biggest shake up of economy in a decade” back in March, splitting it into Light, Classic and Delight options.

While Light guarantees Virgin’s lowest fares, Delight offers a number of notable upgrades on Standard economy, including 34-inch legroom.

The changes were rolled out on April 10 to “overwhelmingly positive” feedback, Virgin’s executive vice-president customer Mark Anderson told TTG aboard a Virgin flight to New York last week.

“When you launch a new product, you never know how it’s going to sell,” he said. “But we’re seeing good early sales. It was really important to us that whichever experience you chose, you still got great value. We’re not singling anyone out for a worse experience.

“I’m really proud we are flying in the face of how airlines are operating at the moment, cramming more seats in and losing the romance and joy of flying. We’re about giving more, not taking away.”

Virgin’s economy cabins now come with 36 Delight seats, “the right balance” says Anderson, complete with premium check-in, free seat selection and priority boarding.

However, while Light is stripped back to just 10kg hand luggage, all Virgin Atlantic seats come with complimentary drinks, snacks, meals, in-flight entertainment, in-seat power and optional Wi-Fi.

Anderson said “bringing the trade on board” had been critical to the launch: “We had a series of events, big insight events for key partners and distributors,” he said.

“We gave them an early heads up which they appreciated. We’ve always had a good relationship with the trade.”

Following the launch, tour operators such Gold Medal and Travel 2 said they would sell Economy Classic by default and offer the customer freedom to upgrade or downgrade - but Anderson batted away suggestions Virgin’s offering had become too complicated.

“I would expect Classic to be the biggest proposition our trade partners sell,” he said. “The fact they can offer choice to trade up though is fabulous. Delight is the best economy product in the sky right now.”

Anderson added Virgin would continue to innovate in its economy cabin, and would create “something even more special” on board its new A350s next year.

“There is a limit to how many propositions we can fit on board,” he said. “But definitely expect innovation. We’re not constrained by the fact we’re in the air, that it’s an aircraft. That’s just not the Virgin Atlantic way.

“The A350s create an opportunity to take things even further. Expect the whole bar concept and food and drink offering to be taken to the next level. Our in-flight entertainment will change in many ways, becoming more flexible and content-driven, allowing people to use their own devices.”

Among its most immediate innovations is a “mile high” afternoon tea concept across all cabins, created in collaboration with master patissier Eric Lanlard.

“The two areas we believe we have a right to win, and are winning, is to continue to excite and innovate, to continue doing things with a twist,” said Anderson. “Our afternoon tea is a great example of that.”