Vrgin Australia is expected to remove free food and drinks from economy class and potentially adopt a ‘buy on board’ model when new owners Bain Capital reveals its plans for the rescued and rebooted airline next month
The move is part of a sweeping push to lower Virgin’s cost base and reduce ticket prices framed around the airline’s new ‘value’ proposition while also ensuring a solid margin for the company.
Sources inside the airline with knowledge of the plans tell Executive Traveller that “more unbundling and add-ons” would follow as Bain works to “reset” Virgin from aping Qantas towards a more flexible mid-market position.
“There’s clearly a low-cost carrier element in all of this,” they said, “with Bain stripping out previo…
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