Virgin America considers changes to new cabin offering

Washington DC
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Virgin America is examining enhancements to its "Main Cabin Select" product rolled out earlier this year.

The product is designed to charge extra for exit row seating -- $300-$400 on transcontinental flights and $75-$100 on short haul rotes. The higher fares also include complimentary, food cocktails and beverages. Passengers also have all free access to the Red inflight entertainment system. Priority boarding and screening are also included at locations where those services are available.

Carrier CEO David Cush recently told ATI that the new fare level between the carrier's first class and economy offering is a significant revenue generator, netting on average twice the value of coach seat.

After receiving customer feedback on customers likes and dislikes in Main Cabin Select, Cush says the carrier is examining refinements to the product.

One item under consideration by Virgin America is altering the food selection. Currently those customers paying the higher fares are offered items from the buy-on-board menu for coach customers. Cush explains the carrier is considering some sort of separate food service that offers a combination of coach offering supplemented by items on the first class menu.

Virgin America's CEO believes the carrier's latest cabin product is the first time a comprehensive premium economy offering has been tried in the US domestic market.