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Virgin Blue Evaluating Additional Widebody Options

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Emirates A330

An Emirates A330 departs Dubai. Photo: AirSpace user Chipmunker

In a move to expand and bring profitability to long-haul subsidiary V Australia, the Virgin Blue Group is evaluating options to introduce at least six medium-sized widebody aircraft to its fleet by early next year, according to a source familiar with the matter.

"V Australia is in a position to expand and to expand rapidly, but not with the 777. Putting the 777 on the leisure routes does not work," the source says of V Australia's Boeing 777-300ER-only fleet serving Thailand's Phuket and Fiji's Nadi. "Even sending the B777 to Hong Kong and to Shanghai does not work when you're competing head on with A330s," the source says in reference to Qantas operating Airbus 330s to Asian ports including Hong Kong and Shanghai.

Earlier this year V Australia cancelled the last two B777-300ERs it had on order and hinted the B777 could be pulled off the Phuket and Nadi routes. While V Australia was expected to reach profitability by August 2010, the carrier says it is now not expected to do so until 2011 at the earliest.

There are two acquisition plans under consideration, the source says. The first is to lease Airbus A330-200s from Emirates, which the UAE carrier is withdrawing from its fleet starting early next year.

The second plan is to purchase new Boeing 767-300s. As part of the deal, if signed, Virgin Blue will be able to trade the B767s for Boeing B787s once the latter are available, the source says. It is understood Boeing has indicated to Virgin Blue that B767s currently being manufactured for other carriers could instead be delivered to Virgin Blue by February 2011.

Virgin Blue wants to have six frames operational by next February, the source says. The move will enable V Australia to focus its B777 fleet on ultra-long-haul destinations, such as its existing services to Los Angeles and Johannesburg, while adding new destinations to the network where the B777 would have provided too much capacity. It is likely Virgin Blue will want subsequent aircraft but details are not available.

The carrier currently has teams in Dubai and Seattle evaluating the options while head office is running the finances, the source says, adding a decision could be made soon. The A330 is currently preferred "due to availability more than anything else", the source says, and notes Virgin Blue CEO John Borghetti favours the aircraft based on his experiences with it when he was at Qantas.

A spokesman for the carrier says the report could "only be considered speculation at this time". He adds, "We are constantly examining and researching all options in terms of aircraft availability."

It is not known how long the lease on the Emirates A330-200s would be for or if Virgin Blue would look to replace them quickly with B787s.

While the widebody aircraft are expected to join Virgin Blue's fleet under the international V Australia banner, the source says it is expected they will also fly on domestic trunk routes. Although Virgin Blue's present domestic gate space at Sydney airport has been inadequate for widebody aircraft, the source says the airport has made "accommodations" and will be suitable for the A330 and B767. Details of the accommodations are not known.

The A330 or B767 would represent a new type to the company, but the source says Virgin Blue will be well equipped to handle them. When V Australia recruited its crew, many came from other carriers and have knowledge of the A330 in particular.

The source says it is also likely Virgin Blue's first B737 in a 3-class configuration will be delivered in two months. The spokesman was unable to confirm this. It is expected the aircraft will have either business, premium economy, and economy or premium economy, economy, and a lite economy.

With Second Virgin PR Rep Sacked, Where is Virgin Going?

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A mere month ago at an aviation gathering, I sat next to a Virgin Blue PR rep who was still distraught over the previous week's firing of the group's GM of Public Affairs, Heather Jeffery. The move occurred only three days after former Qantas executive John Borghetti took over from founder Brett Godfrey, a timing that was no coincidence. With trepidation but always loyal to the airline, the PR rep said they would simply have to move on. Today however she became the latest person Virgin Blue would have to move on without.

"I've been told by the new management that moving forward my services are no longer required and my role is redundant," she writes in a message. Last week Travel Weekly reported Borghetti hired former Qantas GM of Government and International Relations, Qantas's former head of pricing, Will Owens, and previously hired Creative Holidays MD Justin Montgomery to be Virgin Blue's GM for sales.

This industry's revolving door can be sped up during management turnover. So far Borghetti's changes are a hallmark of Qantas, unsurprising since he came from that carrier, but noteworthy for the negative effect industry sources say such shakeups had on Qantas. There was distancing between management tiers, loss of camadere, and detachment from the airline. The at times lackluster employees and service did not resonate with passengers.

Will this be fun-loving, easy-going Virgin Blue's fate?

It's too early to say, especially since major announcements about positioning the carrier up market with a business product, reviewing destinations, and uniting the brand are all forthcoming.

Airline markets elsewhere in the world might be finding new lows to reach--the US domestic market in general, "standing seats"--but in this small region there is still class, and Virgin Blue has exemplified it since its 2000 launch.

If Virgin Blue wants to lose this passenger-oriented position, can it sustain itself with higher yielding fares, or against the cheaper Jetstar and Tiger? Could the latter vamp up their identity and fill the void? Virgin Group CEO Richard Branson talks about the provocative effect the group has achieved of using "Virgin" in a brand name, but there's always more to a name. With whatever more Borghetti adds, will passengers use their wallet to vote in favour?

Virgin Blue May Shift V Aus Flights to Pacific Blue; Delays Break-Even for V Aus

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Pacific Blue 737.jpg Virgin Blue could shift some of its V Australia routes to Pacific Blue, whose B737-800 is seen touching down at New Zealand's Christchurch. Photo: Will Horton.

The Virgin Blue Group has affirmed its commitment to a number of its destinations but acknowledges it could shift some flights operated by its long-haul and full-service V Australia subsidiary to its Pacific Blue subsidiary. This comes following public talk the group could axe international services as part of a network-wide route review.

"We will not be withdrawing services to Bali, Phuket and Fiji as a group," a spokesman for the carrier says. Pacific Blue serves the three destinations while V Australia serves Thailand's Phuket and Fiji's Nadi.

The spokesman did not rule out the possibility Pacific Blue could take over the V Australia services, but notes that would be "speculation".

V Australia's fifth B777-300ER, due to enter service in November, will be used to increase frequencies to existing destinations, the carrier's timetable shows. After that its growth will be stunted as it cancelled in April its two last B777s on order. Shifting existing flights to Pacific Blue would enable V Australia to expand without new aircraft.

"All schedules and route networks are under review," the spokesman says. The review will look at "better ways to maximise efficiency and adjust capacity," he says. "We're nimble in terms of readjusting capacity," he notes. "Within the next three months you will start to see adjustments. It's not going to happen in one big bang."

The review follows former Qantas executive John Borghetti taking the reigns in May as CEO. The review also comes as the carrier last month slashed its profit outlook for the year from A$80-100m ($70-88m) to A$20-40m ($18-35m) due to a softening market.

V Australia is now not projected to break-even by August, the spokesman says. Since V Australia's February 2009 launch it expected to break-even within 18 months. Former CEO Brett Godfrey affirmed that target in February at the carrier's half-year earnings results.

"As a result of the recent downturn it's unlikely we'll meet this target," the spokesman says. He declines to comment if V Australia will break-even by 2012, saying, "There is no guidance for 2011 due to the volatility of the market."