How appropriate Virgin Australia has been pulled up by the ACCC for drip pricing – hitting customers with fees they do not expect. That’s because while VA claims to have a premium product – “The Romance is Back” is one slogan – the reality is that Virgin has not moved beyond its low cost carrier roots despite the hype.
I say this after four recent flights with Virgin, the first I have taken with them since John Borghetti took over a few years ago when it began the supposed move upmarket. My observations are based on the following:
- Just a couple of check-in kiosks at Sydney domestic, no automated baggage option. A 30 to 40 minute queue for human service was the outcome the morning we were there.
- Same customers, same fares, different treatment: ie domestic leisure travellers still pay for food yet those flying the Melbourne, Sydney and Brisbane business triangle get free food and drink. This says to leisure customers we do not like you as much as the suits.
- There’s no in-flight entertainment on its B737s unless you have a computer of some kind and a pre-loaded app. Therefore on a six hour flight between Sydney and Bali 95% of passengers played cards, started into space, read or slept. They had no movies to watch, games to play or music to listen. There were no tablets available for rent. It was a trip back in time.
- You only get one piece of checked luggage on an international service. Weight limit however remains same as international rivals at 35kg, which do not limit the number of bags. This is a sneaky way to do business and runs counter to accepted practice for full-service carriers, which Virgin is pretending to be on international flights.
So for me flying Virgin was not the experience I’d been led to believe it would be.
I wasn’t expecting anything amazing just an airline where I didn’t have to pay for food or bring my own entertainment or cram everything into a single bag.
For all the rhetoric, Virgin Australia remains a low cost carrier with identity issues.
I haven’t tried them on international flights, so your points are above are valid and enlightening.
I do fly them a lot on domestic services, and find that generally their inclusiveness, constant innovation/improvement, and cheaper pricing puts Virgin are light years ahead of QANTAS who portray an air of superiority without delivering the goods.
Velocity is a far better frequent flyer program than QFF as well which probably helps keep me loyal too.
I’m not against flying QANTAS, but I don’t feel any connection with them, nor do I find them worth the pricetag in 90% of cases.
I wouldn’t be surprised if QANTAS in its current form collapses sometime soon. Things have to change there or they won’t survive (in anything but name). Virgin still have work to do, but I’d be backing Borghetti’s record for growth and improvement over Joyce’s poor record.
Your assessment of Virgin is typical QF pro rhetoric.
I would much rather have person check me in than a machine, even if it takes a bit longer, after all you still made your flight right? … and you can always check in online and bag drop if you wish.
I am a very happy once double platinum QF frequent Flyer who is now loyal to VA and have found them exceptional in regards to customer service, on time performance and product delivery.
The BNE/SYD/MEL routing being provided food and drink is a smart move to capture increased business spend. By not offering it across the network there are considerable savings. This is innovative pricing that meets demand for business and also delivers value for leisure.
On average a VA fare is about $10 per sector cheaper than the QF equivalent. That’s $20.00 return for a return fare paying passenger who then has a choice to buy food and drink if they wish or to save the money.
As far as the ACCC goes, Qantas adds the same $7.00 fee as VA to its flights in exactly the same manner and its not being investigated …. wonder why? Could the government possibly be protecting the embattled carrier from further woe?
Thanks for your input Andrew. I’m not pro any airline at the moment, just feel there’s a disconnect between Virgin’s messaging and its actual product, which I strongly feel should be the same for every passenger. A good brand is built through consistency not a random approach where it’s different strokes for different folks.
Hi Martin
the flight you took is a short haul international (the poor cousin in the Virgin network formerly the Pacific Blue brand) i.e. flights to Bali, NZ and Fiji are short haul international.
The brand focus I think is better represented on its domestic routes and especially its long haul international i.e LA
But its valid what you say, given Virgin should get its act together on the short haul int. routes so as to have a consistent brand experience. And like you’ve pointed out – inform passengers before they get onto the plane to download the entertainment app.