Virgin America takes wings

Virgin America airlines, associated with Richard Branson’s Virgin Group, is set to take wings in the United States, after a successful federal approval process that dragged on for nearly three years. The airline’s inaugural flight took place on August 8, 2007, from New York City to

San Francisco International Airport. Virgin America is set to shake up the

US airline market and offer more choice, better prices and improved service for customers. Although registered in the

US as a low-cost, discount carrier, Virgin America is likely to offer above average levels of service on all flights.

Virgin America is now flying from San Francisco to Los Angeles, as well as to

New York. This rather modest network of destinations, however, is expected to increase dramatically within the next year. The company currently has a workforce of 500 employees, but this will increase tenfold within five years. Virgin has already placed an order for 33 aircraft and currently operates 12 Airbus 319 and 320 planes.

The discount airline market is growing rapidly in the

US, with Southwest and JetBlue attracting nearly 35% of all domestic air travelers. Virgin America will now break into this market and offer passengers new options. For example, complimentary light meals and non-alcoholic drinks are served on all flights, contrasting sharply with all American carriers—including those billed as “full service” airlines–which make passengers pay for all food.

Branson had a difficult time getting Virgin America accepted by US government regulators. The British billionaire entrepreneur often argued that if the British can fight a war with the Americans, it seemed illogical that they could not open up a business in the

US.

[August 8, 2007]

www.virginamerica.com