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Virgin Australia's identity crisis - A low cost carrier that pretends to be something else.
Monday, 30th June 2014
Source : Martin Kelly
 

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.
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