Fresh from the final sale of Virgin Australia on Tuesday, the proud new owners of the second Australian airline have finally revealed what the revamped version of Virgin Australia will look like. Today, Virgin Australia said it will compete in the heart of the mid-market for guests who want a higher experience at an affordable and competitive price.
“Australia already has a low cost airline and a traditional full service airline and we will not be. Virgin Australia will be a mid-market carrier, attracting customers who want airline tickets and better service,”Says CEO and Dr. Jane Hrdlichka on her first day on the job.
For most Virginia Australia travelers, not much will change
Virgin Virgin told passengers today to expect the following;
- Commitment to maintain an internal market share of about one third (as before COVID);
- A network of sunbeds to open when the search for travel resumes, with the Brisbane Lounge reopening today;
- A new look of the Virgin Australia Lounge of the Future will open in Adelaide in early 2021. This new look will spread in the salon over time;
- Creating a more affordable business class, offering better compliance with the expectations of the main customers of the cabin;
- New self-service facilities and assisted check-in and baggage transfer will be opened at the main airports;
Launch of an updated and more integrated Virgin Virgin app, providing an enhanced guest experience for Velocity Frequent Flyer members;
- Extensive network of local and regional destinations; and
- Commitment to regional Australia, including the restructuring of Virgin Australia Regional Airlines to become a more sustainable and profitable business after a comprehensive business review.
Ms Hrdlicka confirmed that Virgin Australia will stick to its three cab, economy, X economy and business options. She says that while the airline will strive to serve all sections of the market, its eye will be on loyalists from Virginia Australia and frequent flights.
“Today we announced a plan that will ultimately give our customers what they value, without the high cost: first-class salons, new and fresh retail on board, cabin selection, better digital technology and more streamlined inspection in experience. “
The airline has confirmed that the free breakfast in Economy and Economy X will disappear from the beginning of next year. Replacing it is an on-board purchase menu that Virgin Australia described as “fresh and exciting.” We will see. Free tea, coffee and water will remain.
Most salons to reopen from today
Regular tourists from Virginia Australia will welcome the reopening of the lounges today. The continued closure of lounges has been a painful place for passengers, especially for business class passengers and long-time lounge owners. There is speculation that Virginia Australia will cut its salon. Earlier, the airline announced that the salons in Alice Springs, Mackay and Wellington will be closed permanently. As a minimum, the salon network will include Sydney, Melbourne, Adelaide, Gold Coast, Brisbane and Perth. Today, Ms Hrdlicka gave an optimistic tone on the subject, saying that the salon experience would be “rethought”.
Asked about Virginia Australia in an interview earlier today, Qantas CEO Alan Joyce wished his competitor well, saying that Virginia Australia was once a good airline. He was not overly excited about any competitive threat posed by the reborn Virginia Australia. Mr Joyce said he doubted Virgin Australia could ever deal with Qantas and its subsidiary Jetstar when it came to the network’s critical capacity.
Today’s announcement was widely expected after the sale process was completed. He was also widely expected. Regular passengers asked for assurance about the airline’s future direction. Today’s announcement suggests that, in general, not everything will change for passengers. Jane Hrdlichka says that Virgin Australia will continue to develop its offer, but ” Virginia Australia’s experience millions of travelers know and love is here to stay. “