Virgin Atlantic has responded to increased competition from
low-cost carriers Norwegian and WestJet on its transatlantic routes. This spring,
the carrier will introduce three economy class options: delight, classic and
light. The categories add to the carrier's premium economy offering, which Virgin
Atlantic will call simply premium.
Classic and light will maintain current seat pitch at 31
inches, while delight will offer a 34-inch seat pitch. Virgin Atlantic's premium
has a seat pitch of 38 inches. Delight and classic will offer one piece of free
checked luggage and will maintain free seat selection. Light will enforce
assigned seating and will charge separately for a checked bag at a hefty 45
British pounds, which will make classic the better choice for passengers who
need to check a bag. Passengers choosing the economy light option will have
assigned seating.
Each economy seat will now have a USB charger. Virgin Atlantic
will continue to provide all economy classes with meals, snacks, drinks,
inflight entertainment, blankets, pillows and headphones and to allow carry-ons.
Priority check-in and boarding will be available only through premium.
Economical Economy
Trends
While regional low-cost carriers like Ryanair have made
cut-rate fares and a la carte pricing for meals, seat selection and checked
baggage things to be expected, Virgin Atlantic's transatlantic routes were somewhat
insulated from the fray. With Norwegian and WestJet now gunning for
transatlantic market share, however, Virgin Atlantic is following the playbook
of legacy carriers like Delta, United Airlines and American Airlines, all of
which have introduced basic economy fares. Virgin Atlantic's strategy includes
a characteristic twist in that the carrier still will offer meal service in all
its economy classes and has carved out an upgraded economy category with
increased seat pitch.