Sir Richard Branson has written a letter to Virgin Atlantic’s pilots saying a strike would leave an “indelible scar” on the airline.
Virgin’s founder said he was “extremely sad” about the threat of strike action, according to reports.
Some 97% of pilots voted in favour of a strike in a ballot by the British Air Line Pilots Association (BALPA).
The dispute is over pay – BALPA said Virgin pilots haven’t seen a pay rise since 2008.
The union has said it will hold off announcing strike dates in the hope that a resolution can be found.
Balpa’s general secretary Jim McAuslan urged Sir Richard to speak with the union.
In his letter, Sir Richard said he wouldn’t meet the union but would speak with his airline’s pilots in private to answer questions about the future of Virgin.
He said he believed Virgin management had made “the best offer it can”.