Virgin Australia claims to have brought competition back to Australian business class travel with the launch of its business class product across the majority of its Australian domestic routes yesterday.
The airline said its new offering was "giving Australian travellers choice in business class for the first time in over a decade," implying that there had been no alternative to Qantas' business class product on the market since the collapse of Ansett in 2001.
Group executive commercial Liz Savage explained that the airline's trans-continental services had been updated with the new product in the last quarter of 2011, receiving "excellent" feedback.
"The market is readily embracing our move into the domestic business class market," she said.
The launch is the critical cog in Virgin Australia's plan to double its corporate share by the end of 2012.
Savage claimed that the airline had "led the field" with the introduction of priority security screening, check-in and boarding. Other product features include premium cabins featuring luxury leather seating, a "gourmet" food and beverage service and complimentary access to Virgin Australia's lounges.
To celebrate the launch, Virgin Australia is offering members of its Velocity Frequent Flyer program the opportunity to earn double Velocity points and status credits on all business class domestic flights between January 26 and February 29.
It also announced that Saver fare guests would be offered complimentary beer and wine between 4pm and 7pm from Monday to Friday.
