Air Transport World

Passenger Service Award: Virgin Atlantic Airways.(ATW Airline Achievement Awards)

A sense of style and a commitment to service quality long have been the traits required to remain in the top ranks of the worlds airlines. Today, however, courage must be added to those requirements; investing in a major passenger service product upgrade during times of escalating competition and challenged yields requires the boldness to act on the belief that only a superior product will do in the battle for the shrinking premium passenger group.

Virgin Atlantic Airways in the middle of 2003 introduced its new Upper Class Suite after a two-year-plus development process. In one fell swoop it not only met or exceeded every other business class in existence, it did so with a design that minimized the number of seats lost to the new concept. …

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