If it was a simple and obvious no brainer it would be done. Sadly it's not and it isn't. Virgin are at best pootling along at the minute I agree. The service in Economy back in those days was reflected in higher fares. VS originally existed to give customers lower fares in competition with the BAs of this world.
Today, a return ticket to GLA on BA can almost be got today for the same price as 20 years ago, go figure in inflation on that one. The service levels were stripped out and the standards lowered because people simply took a cheaper option most times.
If VS did as you suggest, they would go bust. What people "say" they'll do versus what they actually do come booking time are quantifiably seen to be at odds. You'd be looking at a large investment based on reducing your revenue as people book a cheaper deal with the competition. There is no way VS could compete to DXB for instance if they hiked prices against Emirates.
Last edited by Skipness One Echo; 31st Dec 2013 at 12:40.