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 34” 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.
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