Virgin Australia finally found its groove...so now it's planning to grow its international flight offering.
👉 Background: Virgin Australia actually started as Virgin Blue back in 2000. In 2020, when the world was literally collapsing, Virgin Australia entered voluntary administration and was snapped up by private equity giant Bain Capital.
👉 What happened: But after finding its groove, the Virgin CEO has hinted that it will grow its international flight offering. While today, it flies shorter international routes (think: Bali and Fiji), it is now looking to expand its wings wider.
👉 What else: It's all because Virgin has been excited by a rapid return of demand in the leisure and corporate markets. But these days, it's much clearer on its value proposition to consumers.
💡Stay in your lane and own it. Virgin knows its bread and butter is the sweet, sweet gap between Qantas and Jetstar. So, it is continuing to invest in the “things that matter most” for that gap.
💡For Virgin, that means focusing on business travellers in the small and medium size business segment - and optimising the experience for them (*cough* in-flight Wi-Fi).
💡But, Virgin also knows what it is not, and that’s the important part. Virgin won't be offering those higher-end comforts and compete with Qantas like back in the day.
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