Virgin slides out upper class to gain market edge

Virgin Atlantic boss and billionaire businessman Richard Branson gave the global airline travel industry a shot in the arm when he rolled out the airlines’ flat bed for passengers recently. With airlines filing for bankruptcy protection, Virgin, is forking out millions of pounds to outfit and redesigned the airline. Branson has already refitted Virgin planes for operation on their international routes and winning customers along the way. “I’ve always liked Virgin,” said one passenger on the flight from Barbados to Gatwick last week. “It’s one more reason to keep flying with them,” he added.
 
The brief interview was conducted during a press trip, organised by Virgin Atlantic for regional journalist who were given the opportunity to experience the upper class. Wendy Lane, marketing co-ordinator for the Caribbean region, said Virgin wanted to take airline comfort to a new level. For business executives who traverse the globe, the flat bed is a dream come true, she said. Indeed, at the touch of a button, the entire chair extends into a bed.  Passengers who made the trip said it was quite comfortable. All seats are forward facing and everyone has access to a window. For those who don’t want to sleep, there are movies, television,  you could listen to the CD books or do a crash course in Spanish. There is also a fully stocked bar.  

The brochures provided by Virgin showed that just two airlines had a full flat bed: British Airways and South African Airways. Even so, Layne said Virgin could not be beaten — neither in length not breadth of the bed. She said the innovation  comes at time when airlines are having a rough time, noting that Branson was known for doing things differently. “He does things in his own time,” she said.  Flying upper class is not cheap. It costs about $8,000 (BDS) to fly from Barbados to Gatwick.