Virgin Atlantic this week began flying to Dubai, its first Gulf destination, with a lavish inaugural trip attended by CEO Steve Ridgway and Sir Richard Branson, as well as corporate guests and the UK press. As usual, the airline isn't backward in coming forward. Despite entering an extremely competitive market with prices being driven to an all time low by new entrants, Sir Richard Branson spoke of his ambition to win a 10% market share.
Sir Richard sees Virgin's main competitor on the route as being British Airways rather than local carrier Emirates, perhaps wary of upsetting the home carrier. He is also bullish that the Upper Class product will win over customers at the front of the plane, while at the back he intends to compete on price with economy fares which are 15% cheaper, something that will be a real achievement given current prices. Sir Richard also said that once the route has established itself, the airline would be looking elsewhere in the region. Some options might be Saudi Arabia, Abu Dhabi and Lebanon.
A current Virgin Atlantic seat sale (book by March 30) sees economy class seats offered for £328, with Premium Economy at £553 for travel between April 13 and July 15. Upper Class costs £2,059 falling to £1,179 when booked several weeks ahead.
Virgin is flying to Dubai four times a week with Airbus A340-600s. There will be five flights a week in May increasing to daily from June 1. The flight leaves London at 2100 arriving in Dubai at 0710 with the return departing Dubai at 1435 reaching Heathrow at 1910.
These timings hardly connect with any onward services from Heathrow but from July 1 the schedules are revised. That's when Virgin's flight will leave Heathrow at 2025 to arrive in Dubai at 0620 the next morning. The Dubai-London service will then depart much earlier at 0820 to reach Heathrow at 1240 which is ideal to connect with domestic, European and long-haul flights.
On his way to Dubai, Sir Richard officially opened the final stage of its clubhouse at Heathrow Terminal 3. Billed as a private members club it is certainly different. A cinema, spa bath, massages, facials and haircuts are all available, and there is even a 'sweet shop' for sweets and popcorn to enjoy whilst watching the screen. If you need refreshment you can get a drink from the cocktail bar and when hungry there is a brasserie with choices such a shepherds pie or a deli selection. The office / library has a good number of desks, some with workstations and seating / reading material, and is also quieter than the rest of the clubhouse. If you do want to work, choose your spot carefully as noise levels vary. It is a lounge for work, rest and play.
For more information go to virgin-atlantic.com
Report by Julian Gregory
