One thing is certain and that is that Richard Branson and Virgin Atlantic (mainly Branson but he’s strongly associated with the brand) have been berated for putting their staff on unpaid leave despite Branson’s widely reported wealth. Of course, I’m sure many will book with them (if they survive) imminently after restrictions are lifted but there have been many calls to boycott Virgin Atlantic (along with other businesses like Wetherspoons, Arcadia, Sports Direct, Gordon Ramsay) so this could potentially be a factor.