Virgin Atlantic will offer three categories of economy ticket as it embraces the trend of unbundling fares in a competitive transatlantic environment.
“Economy Light”, “Economy Classic” and “Economy Delight” will give passengers options from a basic, hand-luggage-only option, through to a fare including seat choice, pre-ordered meals, priority boarding and three inches of extra legroom.
Economy Classic will be in line with Virgin Atlantic’s current economy offering.
Premium Economy will simply become “Premium” as part of the changes.
Asked whether the move risks Virgin Atlantic's reputation as a premium brand versus low-cost long-haul carriers such as Norwegian, chief executive Craig Kreeger says: "We do not believe we are devaluing the experience. They are still going to have a Virgin Atlantic experience.
“As we were designing it, we were very conscious to not fall into the trap of changing the onboard experience.”
Kreeger confirms the changes bring Virgin Atlantic's fare offerings in line with those of 49% shareholder Delta Air Lines, albeit with different branding.