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Virgin Blue Introduces Premium Economy
VIRGIN BLUE UNVEILS RED LEATHER ‘PREMIUM ECONOMY.’ A SEAT WITH A DIFFERENCE 24 October 2007: Brisbane, Australia: Virgin Blue Airlines today announced at its Annual General Meeting in Brisbane, its latest product innovation under its New World Carrier strategy with the introduction of its red leather Premium Economy seat. The first three rows of the airline’s Boeing aircraft will be fitted with red leather Recaro seats and both the Boeing and EMBRAER aircraft will offer the new Premium Economy product. The introduction of a domestic premium product is a key component of the airline’s New World Carrier strategy which is aimed at catering to the needs of contemporary business travellers. Virgin Blue Chief Executive, Brett Godfrey, made the announcement and unveiled demonstration models of the premium seats to shareholders attending the AGM. He said, “Over the past two years, the airline has evolved into a highly desirable business travel option with the introduction of, our Loyalty program “Velocity”, The Lounge at major airports, flexible fares and other business friendly initiatives.” “We expect our latest product enhancement to appeal to amongst others, the corporate and Government sectors as it will offer superior value for money and additional benefits for those who choose to book economy and prefer a premium product. He continued, “From an operations point of view, it’s a smart solution, a convertible cabin which allows us to easily adapt seating to demand.” Virgin Blue’s Premium Economy seats can be easily converted to offer a maximum of 12 premier seats or Virgin Blue’s standard 3 x 3 seat configuration. Premium Economy will feature: • 2 x 2 seating versus current 3 x 3 seating on all Boeing aircraft • Comfortable leather seating with additional leg room through an increased seat pitch of at least 34 inches* as well as increased seat width, leading to significant gains in personal space and comfort. The middle seat on the Boeing effectively becomes a personal cocktail table for refreshments leaving the valuable window and aisle seats available for Premium Economy Guests * A minor percentage of seats are at 33 inches and a much more significant proportion of seats are in excess of 35” seat pitch • Full complimentary access to the 24 Foxtel Live2air In-Flight Entertainment Channels • Priority Check-in (or web-check in & Kiosk Check-in for those who prefer the efficient means of checking themselves in) • Increased checked baggage allowance of 32 kg • Complimentary access to The Lounge facilities in primary ports of Adelaide, Brisbane, Canberra, Melbourne and Sydney • Fully Flexible and fully refundable fares. Brett Godfrey continued, “We have always been responsive to the requirements of our increasing number of corporate Guests whether it be the re-introduction of Canberra-Sydney flights, a new Lounge concept or our frequent flyer program Velocity. “Launching a premium offering is another example of Virgin Blue’s evolution to suit their needs and we are confident the introduction of Premium Economy will meet the changing needs of Australian business travellers.” Premium Economy will be competitively priced in the market in line with other airline’s fully flexible economy class tickets. Installation of the seats will begin this year, with the entire fleet fitted out in time for the official launch of Premium Economy in 2008. Virgin Blue’s existing Blue Zone seating featuring additional leg room in the over wing emergency exits will remain, however row one will become a convertible seat option so will no longer be available as Blue Zone.
-Virgin Blue Airlines |
Strange, as emergency exit rows are usually not available for you to select when using either web check in, or kiosk check in, as you must be sighted by check in staff to ensure you meet the safety guidelines for occupying these particular seats.
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And the real reason is they are still cancelling flights, and more in the future, so they need to keep the yeild up to maintain revenue!!!!
Watch for the Recaro seats taking over the normal seats over the next few months!! |
Problem is that it represents another bell & whistle adding cost and complexity to the model.
DJ now positioning itself between JQ and QF could wind up being neither fish nor fowl. Hope not. |
DJ Premuim Seating vs QF Premium Seating
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Whilst it may be another bell and whistle to add, there isn't to much risk with this.
All the punters are getting is lounge access (which they already to with corp plus fares) and the 2-2 seating. If they cant sell t he 2-2 seating it goes to 3-3. Hence why it is a very clever low risk way of increasing revenue. No wonder airlines in Europe have been using it for J for years! (oh and QF still flog it as J on the 737-400's!) |
I very much doubt that VB "premium eco" will be as cheap as a QF eco fare!!!
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Maybe you'll get a free ride on the roller coaster on the QF eco "fair".:ok:
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They say cheaper than full economy.
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sounds like business class to me - Q.F beware!!
Smart move V.B. |
Smart move by DJ.
By adding a quasi-Business Class; This might be the start of an application by DJ to join the Star Alliance. The Aussie piece of the Star Alliance jigsaw has been vacant since Ansett went the way of the Dodo. If DJ joins Star Alliance, it can then improve yield by taking on-carriage pax from AirNZ, Singapore Airlines and United Airlines etc. Not good news for QF. |
The point I was trying to make was that it's a new, additional, cost to DJ.
The convertible seat has been a full cost, legacy carrier concept until now, with systems, and engineers,to support short notice cosmetic config changes. DJ are choosing to add cost to a low cost model. |
You'd have to think it'd be available for Duty Travelers etc... Paxing crew in duty time sitting in row 30 surrounded by crying babies and UM's hardly makes for 'appropriate travel'...
What about staff travellers I wonder... 4.5 yrs to the next vote tho I guess... All and all tho, I think it sounds like a great idea... Forgetabowdit |
If DJ is to hold its own against the rest of the field, I would say it is inevitable. Whilst its origins were (and right now still are) LCC, it is a logical evolutionary step. Let Jetstar and Tiger cater to the thongs-&-singlet crowd, whilst DJ develops an alternative to the current QF domestic business class monopoly.
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This move by DJ was always expected, however... I have to say I disagree with the graph DJ released ( http://webcast.streamx.com.au/client...slide017_q.jpg comparing DJ premium economy and Qantas economy. This graph is typical of DJ advertising blowing their own trumpet but forgetting to include things that QF offer like refreshments on all flights and free beer/wine on cityflyer services. Perhaps the graph shold compare DJ Y class and QF Y class -this would be fair ). These are two different products and would be similar to QF producing a graph comparing DJ premium and QF business.
I would have thought DJ would have introduced free refreshments with this premium Y announcement ? All this appears to be is a media beat up about a recovered red leather seat up the front with the middle seat blocked. Still a step in the right direction for DJ though, so good luck. |
pitch of at least 34 inches* * A minor percentage of seats are at 33 inches and a much more significant proportion of seats are in excess of 35” seat pitch |
I hardly think replacing 18 seats will break the bank as far as costs go. At the moment loads running at around 90% that leaves a few seats free for this. The seat apparently converts at the flick of a button which will be interesting to see.
As far as refreshments go perhaps you should try the lounge out. More than enough refreshments included in the ticket price then you can sit back and have a snooze without having to squeeze into the row with two other big blokes who insist on hogging the armrests whilst both trying to read a broad sheet newspaper. Bring it on. |
Update
From December 1st, all Premium Economy Guests onboard Virgin Blue will experience the new all inclusive product.
Passengers will have unlimited food & drinks, inclusive of the bar service, plus full access to the IFE with LiveTV and movies on longer sectors. |
about time i can see the product now will be alot more used :ok:
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So now its the same as QF economy at twice the price, fantastic!
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