dredgy wrote:TN486 wrote:https://australianaviation.com.au/ties-are-on-at-virgin-blue/
An article written 8 years ago, and worth a reflection, I think. cheers
While I thought the VA transition to a Qantas competitor was at it's base a good idea, I'm fairly sure I was wrong (or more realistically, I think VA botched the execution). I don't think they should have got rid of the Virgin Blue brand for one.
10 years ago Virgin Blue was easily the best low-cost airline in the country, with an actual point of difference. Jetstar was playing catch up.
Likewise, Qantas was the best (only) full service carrier in town.
Fast forward to today.
Qantas is still the #1 full service carrier.
Qantas is also now the #1 low cost carrier since Virgin ceded the market.
Virgin is now the #2 full service carrier and has lost its niche.
Virgin is now also the #2 low cost carrier - and it had to spend money to acquire another airline just to get that spot.
So Virgin is no longer the leader in any market, and Qantas is in both markets. The real irritating thing is the sheer amount of potential that VA has. The article there is actually a good summation of Borghetti's VA - appearance over substance, which is the opposite of Virgin Blue's culture (and a reason why they were so successful).
Long time lurker, first time poster in the Aus Aviation Forum!
You make some really salient points dredgy and I agree, the lost opportunities/potential with VA are really frustrating. My avatar clearly indicates I am a supporter but by no means a fanboy - I'll call out when they mess it up.
I like to refer to VA as the 80/20 airline - from a pure customer perspective and in my experience, they do 80% of it really well but they are constantly let down by the 20% they just get plain wrong and in my view frustratingly, are really simple things to remedy. As a frequent traveller with them both domestically and internationally, this 20% for me is things like the inconsistent and ever changing entitlements across their virtual airline partner network and the amount of effort I need to put in to keep up with it, the Y domestic food offering, the website experience and the lack of 'polish' the Velocity FF program suffers from.
I find their customer service and the onboard experience excellent but I just get the feeling they aren't sure what they want to be when they grow up! I want them to be successful, as I do the entire aviation sector in this country but geez, they can make it difficult sometimes...