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Virgin Australia revamp brand image with new The Business service

Virgin Australia has moved ahead in rivaling its international competitors. The airline has revamped its brand image with the launch of its customer-centric design of its business class cabin. Leading Aussie carrier recently launched its “The Business” service designed to bring first class standards to those booking business class flights. The refurbished cabin is being seen as a bold shift in the airline’s strategy.

Ben Asmar, Head of Customer Experience and Business Transformation, Virgin Australia, said, “The airline is committed to provide top notch amenities and services to the premium customers. The company is pleased to announce that it is bringing its award-winning international business class upgrade to its customers traveling between Sydney and Abu Dhabi. The work on “The Business” service began three years ago, and the customers’ satisfaction and desires have been fulfilled.”

Virgin Australia, which operates an impressive fleet of wide-body Boeing 777-300ER and Airbus A330-200 aircrafts, launched its international service at Los Angeles International Airport starting July 20, 2016. The airline has ever since making sincere efforts to give its brand image a new look abroad and striving hard to wean away its international business travelers from its competitors.

Ben Asmar while explaining the airline’s decision to upgrade to new “The Business” service said that the premium customers sometimes ask why this need for a change when the airline was already offering a bar and lie-flat seats on its Boeing 777 aircrafts fleet. But, we want to tell our customers that their expectations weren’t being met anymore, and therefore the need for change.

The airline has rearranged the business class seating in the new revamp. The previous 2-3-2 layout would now be in a reverse herringbone 1-2-1 layout. Moreover, all the business class customers would be provided with direct aisle access, which earlier wasn’t the case. This has been done without a compromise on the capacity whatsoever. According to Virgin Australia, the 80-inch-long Super Diamond lie-flat seats would be the longest on offer currently over the east coast of Australia. Among other features include touch-seat commands, purple-infused in-seat mood lighting, a custom-made tablet holder, and improved graphic user interfaces on state-of-the-art 18-inch Red Panasonic eX2 IFE system.

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