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Given the fact that a record number of people travelled on Virgin Atlantic’s Dubai to London service in 2011, it’s little surprise that the UK-based airline is contemplating a second daily service on the popular route. Passenger numbers were 18 percent higher last year in comparison to 2010 levels and even with seasonal fluctuations and direct competition from the likes of Emirates Airline and British Airways, average load factors on the route were impressive, settling between 75 to 80 percent.
“We’ve had another strong year in Dubai and I think the double-digit growth has shown that we’re offering a really great product at a great price,” comments Brad West, UAE country manager at Virgin Atlantic. “As you’d expect, we saw a lot of British nationals heading home to see their family and friends, but we also noticed a real growth in the number of Arab nationals spending more time in London on business, shopping and site-seeing trips. The current weakness of the Sterling makes London really great value at the moment and this is having a very positive impact on demand.”
Since launching its daily service between Dubai and London around six years ago, Virgin Atlantic has progressively strengthened its market share – a trend that continued unabated in 2011, according to West. The flights are operated using Airbus A340-600 aircraft in three-class configuration, starting with Upper Class, which is the airline’s business class offering, following by Premium Class for customers that seek extra space but might not travel in economy class, and finally economy class.
“Its encouraging that our market share on the route has increased over the past 12 months. In fact, the introduction of an additional service has been considered for some time and I think our forthcoming Boeing 787s, which are scheduled for delivery from 2014, will be perfect. In addition to offering a brand new travelling experience, with high ceilings, large windows and new air circulation technology, our Dreamliners will be equipped with the very latest Virgin Atlantic products to make the whole experience fantastic,” says West. “I believe there is enough demand to justify the additional service. Obviously, we have some pretty large competitors, but we concentrate on our own product, instead of what the other carriers are doing. That way, we find ourselves being far more innovative, rather than trying to imitate the competition.”
Various enhancements have been introduced to enhance Virgin Atlantic’s passenger experience over the years, both in the sky and on the ground. “Constant innovation is key. For example, we’ve just changed our meal service in economy class with a welcome cocktail and new food options, all served using a non-slip meal tray that is a third smaller than the previous tray, resulting in more space for passengers on their tables. Premium Class passengers also benefit from wider seats with extra leg room, while the Upper Class suite includes a reclining seat for takeoff, one of the longest fully-flat beds in the world and a private onboard bar to enjoy drinks with your friends,” continues West.
“In terms of airport facilities, in Dubai we have a dedicated check-in zone, use of a business class lounge and of course a great team of Virgin staff. At Heathrow, a ‘terminal within a terminal’ has been developed, where our economy and Premium Economy customers check-in. Upper Class passengers are offered a complimentary limo service, allowing them to be checked-in whilst travelling to the airport. Upon arrival, they are met at a dedicated ‘wing’ and speed through a private security channel to our award-winning Clubhouse lounge. It only takes six or seven minutes from limo to lounge and this unique selling point, along with the other advantages mentioned, have fuelled our continued passenger growth on the route.”
Profile: Singapore Airlines Boeing 777 Service to Dubai
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