How Should VX Increase Loads?
 

I know many of us really like the service, but are disappointed to see so many empty seats on VX, especially on routes like IAD-LAX.

But what would you do to boost loads? More advertising, more frequencies, more/fewer routes, something else?

For me personally:

more/fewer routes

I'd be able to fly them more if they serviced my regular routes. As it stands, I have to intentionally book connections that are out of my way to get a VX flight.


But this could create more empty seats if the destinations are not well placed.

How about a free seat sale...;)

Loads, whilst important, do not reflect how well the airline is doing. If the airline can make low loads work but the flights yield enough to make money then the airline is content.

They are however, at the moment penetrating many different markets. IAD-LAX has many loyal FF including those of Uniteds who deploy widebodies (B777s) during peak times on these flights to meet demand. Breaking into the market will always be the issue with Virgin America given that they're a relatively small airline with few partners.

I beleive the way to break into the market would be to inform the American population of the services onboard along with the great price with a massive marketing campaign.

Oh, the joys of virtual airline management! :)

1. While not affecting me personally: Initiate seamless connections from VA at Dulles and JFK to LAX and SFO. While VA does have non-stops to both west coast markets it will allow them to increase frequency without commiting new aircraft or paying for additional slots.

2. The reverse would hold true if VA finally tries to develop a European network (re: connections to major markets from LHR) that would also increase loads on US-LHR flights and trickle down to increase loads on VX if the schedules are integrated.

3. The evening flight from IAD to LAX should leave earlier. They would increase loads with interline connections if they arrived before 8:00PM as it would sync well with the late night Asia/Australia departures. Also, the earlier departure would be more popular with business travelers to LA who prefer not to arrive in hotels (or home) after midnight.

4. The morning flight should in turn leave later. If you live in DC proper like I a 7:00AM departure is brutal from IAD.

5. Get the Elevate details out and promoted! I know a number of flyers in DC who simply avoid VX until they confirm international partners. A tie in with VA will be huge for DC as it will mean two daily flights (in summer) to redeem to London. An Asian partner would also be beneficial.

6. VX needs to be conscious of the very international population of DC. DC is conservative (as in: European formality rather than Republican idiocy) and they should tone down the Rock and Roll of Virgin and play up that they are far more civilized and refined than the old school mainline carriers. Play up the Euro Style in essence.


That's my say. Hell, maybe we should all start our own Flyer Talk Airline. Who knows better? Each of us can run our corresponding market - with Randy Peterson as CEO. But hey, we would probably make it too customer friendly. The horror of that!

Yes, get eleVAte out NOW. I would be more inclined to fly VX if I knew what type of FF program they have.

Is VX really Euro-style? I thought they were more of a California type airline. Think Around the World in 80 days (the book) when Fogg gets into SFO.

I would be happy to run the SEA chapter of FTAir. The fleet would be 763's for international TATL and TPAC in addition to 752's for some TATL and domestic while the domestic workhorse would be the EMB-190LR, I believe it has TransCon range. Just my idea for a good fleet. Of course getting everyone to agree on a fleet would take countless threads.

Keep advertising. The very targeted, cost-effective online ad campaign seems to be perfect way to target the potential VX audience.

Second those who ask them to announce a frequent flyer program. Seems they have plenty of seats to give away just now!

... this may border on devaluing their product, but I'll throw the idea out there anyway.

Perhaps they could sell off the seats for really cheap as the departure time gets close (eg. within 1-X hours). That way they are at least getting something for seats that would otherwise be empty?

It could also help entice pax from other airlines that have long stand-by queues. For example, if a UA pax is wait-listed on a full flight (that will also cost them a lot of money), they would be happy to walk over to VX and pay a very low fare for a guaranteed seat on the next (half full) VX flight?

Just a thought... fell free to pick it to pieces :D

Oh man, that'd be great! It's like the Megabus philosophy in reverse. That would ensure almost always full flights

It'd be a bit of a hybrid between yeild management (Megabus) and last minute advertising. The fares start out normally, as seats fill, they increase up until a few hours (or so) before the flight, where (if there are still empty seats) the price drops dramatically.

you may be onto something there. I know they are a separate business, but the recently launched Virgin Charter business will be using part of the auction model to book charters, so maybe any excess bookings, similar to VS routes/schedules or bids not met could be referred to VX?

I'm noticing that loads SEA-SFO-SEA are looking pretty high (just from a seat assignment perspective). Several of the flights have first class sold out, and the seat map shows almost all of coach being assigned.

I wouldn't hold my breath for VX redemptions on VS being anywhere near appealing. Its just not Branson style.

The best way to increase loads might be the current WN situation and it takes no marketing budget from VX

I say.. open some unserved routes and then charge slightly above current market value.. If you are at MV + 10% and at 70% LF, that is still better than MV at 70% LF..

I understand that Washington, New York, Seattle, Etc has more population to choose from.. but they are also VERY overserved.. some markets don't have SFO or very little SFO service.. how about tapping into those markets too..

For every overserved route, they should open an underserved route...

just a thought..